In 2022, about 548 billion hours of livestreamed content will be consumed globally (Data.ai 2022). As social apps like TikTok and Pinterest pursue live audiences with new online broadcasting formats, established players – including Twitch and YouTube – defend their market position with tools bringing creators and brand partners closer to their audiences and each other.

Streamed live performances are winning with impromptu interactivity and micro-payment monetisation options that let fans connect with and support their favourite artists. New tech applications enable benefits unique to digital streaming contexts – like the opportunity for consumers’ avatars to perform on stage alongside their idols – and democratise virtual events for artists.

TV and cinema fandoms are pulling closer to one another through livestreamed community summits surrounding tentpole entertainment moments. From Netflix and Scener’s celebrity-studded watch party for Stranger Things, to AMC and Facebook’s weeks-long audience-driven interactive storytelling event, future-facing entertainment brands are solidifying their fans’ belonging by making them active participants.

While live commerce generates huge revenues in Asia-Pacific (see Key Stats), western consumers are slower to engage. To entice these audiences, e-commerce outlets are letting entertainment lead, as Shopify diversifies YouTube creators’ revenue streams, Amazon courts influencers, and Tommy Hilfiger hosts simultaneous instant-buy shows at New York Fashion Week and on Roblox.