Live streaming

Live streaming is when
someone sends or receives
video and audio coverage
of an event over the
internet in real time.

Agenda
1. Evolutions of Media Consumption
2. Live Streaming Platforms
3. Brands in Live Streams
4. Trends, Best Practices, and Challenges

Evolutions of Media Consumption
Increase in
Mobile First
Longer
Engagement
Times
More
Personal

Becoming More Personal
One key element of live streaming is
the interaction between broadcasters
and viewers that make the one-to-
many relationship feel like a one-to-
one relationship.
• Deepen relationship with audience
• Appetite for raw, unfiltered content

Increase in Mobile First*
Most live streaming platforms are
mobile first, which means they live in a
more natural environment.
• 72% of adults in the US own a smartphone
• People spend more time engaging with digital
media on mobile than they do on desktop

Longer Engagement Times
We may see longer engagement
times, as people can’t skip forward
in the broadcast but don’t want to
miss what’s happening next…
because the watermelon’s definitely
going to explode in the next minute.
Okay, in the next one.
• Taps into FOMO

Twitter/Periscope
Periscope was founded in 2015 and
acquired by Twitter before the app even
launched.
Twitter’s livestreaming arm, Periscope,
has been recently integrated into the
Twitter timeline. Twitter has also been
signing countless live streaming deals
with major tv networks.

Twitter/Periscope
• Pro: People already see Twitter as
somewhere to be updated on what’s
going on in the world at the moment
• Con: Smaller audience

Facebook Live
Facebook unveiled live video to the
public in January 2016. A select group of
publishers were allowed to test it from
their verified Facebook pages.
It was announced in August 2016 that
Facebook would be testing mid-roll ads
in Facebook Live.

Facebook Live
• People watch Facebook Live 3x
longer than videos that are not live
• “Chewbacca Mom” was a Facebook
Live video that went viral
• Pro: Larger audience
• Con: Needs promotion, most people
won’t catch the stream when it’s
actually live

YouNow
YouNow was founded in 2011. Popular
broadcasters play music, chat with
viewers, and/or broadcast their lives.
People can search topics through tags,
and see a list of trending broadcasters.
In 2016, the Shorty Awards made a new
category for “YouNower of the Year.”

YouNow
• Average 4-5 million active users per
month
• Over 100 million sessions per month
• Paid out over $1 million to about 500
of its most popular live-streamers
• Pro: More niche audience (younger,
more engaged)
• Con: Much smaller audience

Live.Me
Live.Me is a new app that has a lot of
young star power behind it. Celebrities
like roman Atwood have built a lot of
fans for the app.
Users in the app can level up by
watching, streaming, and giving gifts.
Live lenses and stickers are available
during streaming.

Live.Me
Live.Me wants to find its own superstars.
It is running a contest to find who’s most
popular on the app and is offering a
possible contract.
• Pro: If you’re on it, you know about
the newest media
• Con: Too new to know whether it’ll
attract an audience

Twitch
Twitch is a gaming spinoff of a general-
interest streaming platform called
Justin.tv. Twitch became more
successful than its original, and Justin.tv
was shut down.
Twitch was bought by Amazon in 2014.
In August 2016, Twitch announced that it
would stream Amazon Video pilots.

Twitch
• Average 550K concurrent viewers
• Peak of 2,098,529 concurrent viewers
• Watched 421.6 minutes monthly
• Pro: More niche audience that is
actually quite large
• Con: Most of screen is taken by actual
video game, so limited opportunities
for other brands

Other Notable Platforms
• Tumblr
• YouTube, YouTube Gaming
• UStream
• Stre.am
• Meerkat (now slightly defunct)
• Blab

IHOP
On Facebook Live, IHOP ran a live
stream of pancakes on the beach to
promote its new “Paradise Pancakes.”
This livestream “made the pancakes the
hero” and conveyed the brand
personality. The video accumulated
385,000 views.
Takeaway: Use humor and do something
different.

Wendy’s
Wendy’s enlisted YouTube stars Rhett
and Link to do a live stream on a
microsite. Viewers waited in a queue for
Rhett and Link to write a song or skit
about the viewer. The site was full a
majority of the day. Wendy’s also did a
separate Periscope stream from Rhett
and Links’ office.
Takeaways: Use video influencers, use
humor, interact with audience.

Sponsored Livestreams
Sponsoring live streams of music
festivals has become increasingly
popular. 7UP sponsored Electric Daisy
on Yahoo, Toyota sponsored
Stagecoach on Yahoo, and T-Mobile
sponsored a 360-degree video stream of
Coachella on YouTube.
Takeaway: Sponsor a live stream from an
event/festival to align the brand with the
lifestyle of that event/festival.

Glamour UK
Glamour UK hosts regular Facebook
Live sessions for beauty tips and
tutorials. Videos have been getting
around 25K views, with viewers watching
for about 20 minutes. Since beginning
the Live sessions, Glamour UK’s video
views have sharply increased.
Takeaway: Live stream regularly, have
content that viewers see as useful.

Awaiting the Prince
In 2013, “Ahead of the birth of Prince
George, Associated Press streamed a
shot of the hospital’s front door to many
of the UK’s online newspaper sites.”
Viewers stuck around longer, more like
linear TV and less like a short site visit.
Takeaway: live streaming creates longer
engagement times.

Other Ways to Use Live Streaming
• Live auction
• Livestream podcast
• Behind the scenes
• Live weather updates
• Live breaking news

Trends, Best Practices, Challenges

Trend: 360 Live Streaming
With the rise of both these trends at the
same time, the combination of the two is
also rising. Some think that GoPro should
be focusing on building live streaming into
its hardware, and some other camera
brands have already done so. YouTube is
so far the only platform that is able to live
stream a 360 video.
Implication: 360 and VR live streaming will
become very popular

Trend: Mukbang
Mukbang is a Korean phenomenon
where people live stream themselves
eating mass amounts of food. Viewers
tune in to watch and chat, and
sometimes eat a (normal-sized) meal
along with the broadcasters.
Implication: People want conversation
and intimate experiences.

Best Practices
• Be candid and spontaneous, but organized
• Interact and listen to viewers
Challenges
• Only small percent of whole audience will catch it live
• Nobody knows what works and what doesn’t yet

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Editor's Notes