Live video streaming has become a daily habit for many and according to the IAB there are a series of drivers which contribute to its increase in penetration.
In this sense, 70% of consumers globally surveyed by the IAB watch digital content at least once a day and 53% admit to carry out video streaming several times a day. This frequency is superior in two regions: South America (80%) and MENA (77%).
Mobile devices are strongly responsible for this trend
In spite of the fact that smartphones contribute to an increase in frequency access, they still do not lead the longest video streaming time. Of course, this is partially related to the screen size. Undoubtedly, smartphones and tablets are deployed for shorter live streaming.
Specifically, 63.8% of the Spanish population consume this content with their smartphone and 16.7% with their tablet according to ONTSI (Spain’s National Communications Observatory).
Social platforms are the key sources of live video content
Social media penetration worldwide is increasing on a daily basis and therefore, it’s not surprising that video streaming contents find them as the most suitable location to achieve exposure and interaction.
Watching videos is one of the most popular actions practiced by the users on social networks. More specifically, it represents 56% of the activity (Startista). In this sense, Facebook still remains as the leading social platform with 2196M active users, followed by Youtube (1900M), according to TechCrunch.
TV episodes are the most popular type of live video content
Telecoming supports video streaming as one of the fastest-growing industry bets and we therefore forecast that user engagement will continue to rise.
According to IAB, the most popular form of live video content viewed is TV series/episodes. It accounts for 45% of the overall live streamed content, followed by sports (31%), tutorials (30%) and gaming (29%). In this sense, from a Marketing perspective and according to the State of Digital Advertising 2018, “34% of advertisers state that creating quality content is their top challenge” concerning video.
Video streaming as a marketing strategy
There are many benefits of using the video format in branding campaigns. The revenues of companies that use video increased by 49%, compared to those that don’t use it according to WordStream. In this context, live streaming is growing fast. Broadcasting live videos is a good opportunity to generate engagement and strengthen brand perceptions. 70% of Marketing professionals say that video converts better than any other format (TNS Global).
Video streaming is on the rise and we are looking forward to seeing what’s next!
Source: Telecoming ad-tech
