Consumers turn to livestreaming to satisfy content needs
Implications - As more and more consumers cut the cord with cable, streaming services have begun to take precedence. Even more specifically, consumers are gravitating to apps that allow them to livestream content to their own followers across multiple networks. Tied in with existing social media platforms, livestreaming becomes a form of interaction that is both non-committal, yet intimate, satisfying a dual consumer need for immediate gratification and transparency.
Trend Themes
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Livestream Apps — Apps like Meerkat, Periscope, Mirrativ and Xfinity Share have become popular platforms for consumers to livestream content and generate real-time interaction with their followers.
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Real-time Interaction — Creating a real-time interactive experience is becoming an essential trend in content creation and distribution that is more intimate and transparent, allowing consumers and brands to engage and satisfy immediate gratification needs.
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Social Media Esports — The growth of eSports has prompted Activision Blizzard and other gaming companies to use social media platforms to stream live events, attracting more viewers and reaching a new target market.
Industry Implications
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Marketing — Companies can leverage livestreaming apps and real-time interaction to generate new audiences and build brand loyalty by engaging with customers in an authentic way.
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Entertainment — The rise of livestreaming apps and real-time interaction presents a new opportunity for the entertainment industry to create innovative content and engage with fans in unique ways.
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Gaming — With the growth of eSports, live-streaming is becoming a new way to broadcast gaming events and introduce new audiences to online gaming through social media.
