With humanity experiencing a new period and almost every industry affected severely by a global pandemic, how did live streaming services see a huge surge in their number of users?
As lockdown measures got more and more strict globally, the need for distraction and joy became inevitable. Not surprisingly, this need has been fulfilled with a boom in online shopping, e-learning, and video streaming services. Digital consumption, which was already on the rise before the pandemic, reached its peak of all times.
Streaming platforms like Netflix, Prime Video, and Hulu – just to name a few – have seen the highest subscription numbers in their history and live streaming platforms like Twitch, Youtube Gaming, and Facebook Gaming have boosted their viewers and streamers. However, the change has not undergone only in terms of numbers; consumer habits have been evolving as well. The way we spent our time in front of the screens during this long wait is telling a story about the new era of live streaming platforms that is about to come.
As almost everything transforms while moving to the Internet, new concepts and new ideas have also emerged regarding livestreaming. Video game live streaming was one of those concepts. When we go back to the first half of the 2010s, Twitch was one of the few platforms to watch streamers who mostly played video games with entertaining commentary.
In 2014, Twitch was getting more online traffic than one of USA’s most popular streaming services, HBO Go. This has meant, as the streaming industry grows, platforms for video game live streaming like Twitch are gaining more traction every day.
Amazon realized this traffic and acquired Twitch in 2014 for almost US$1 billion. This actually indicated the platforms’ huge potential. After Amazon, giant tech companies like Facebook, Google, and Microsoft got their own share from the cake by launching video game-based livestreaming platforms one by one. Zuckerberg established Facebook Gaming, Microsoft acquired Mixer, and Google was in the game with YouTube Gaming.
These platforms had been the main attraction for only gaming enthusiasts until recently. However, with COVID-19 pandemic, things started to change. The era of livestreaming brought not only a huge jump on the number of viewers and active channels but also on the variety of live shows and the demographic segmentation of viewers. With this diversity, these platforms turned into spaces to socialize by chatting, cooking, playing live music shows, and attending social party games, especially for Gen Z that has been growing up with the internet.
Anyway, enough with the story part, let’s take a look at some statistics taken from different surveys about livestreaming platforms during this time:
After Mixer’s shutdown in June 2020, Twitch started to hold 91% of total streamed hours across livestreaming platforms with 205.6M hours.
Last but not least, the variety and popularity in livestreaming have also brought about the necessity of standing out for not only streamers but also brands which found themselves in an increasingly competitive environment.
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