Live streaming, or the transmission of live video, has taken the world by storm. Whether it’s a friend live streaming their workout routine or a celebrity answering fan questions, the personal nature of live video is innately appealing.
But, because live video is unpredictable and strays from traditional marketing methods, many B2B marketers speculate whether live streaming has a place within their corporate social media strategy.
Today, we’ll let you decide for yourself. We’ve compiled 22 statistics about live video that will inform and evolve your B2B marketing strategy. Keep reading!
General live streaming statistics
- Streaming video accounts for over two-thirds of all internet traffic and is expected to jump to 82% by 2020 (source).
- The streaming industry is estimated to reach $70.05 billion by 2021 (source).
- The search term “Facebook Live Stream” has increased in popularity by more than 330% since Facebook Live’s debut in August 2015 (source).
What does your audience think of live streaming?
- Live video is more appealing to brand audiences: 80%would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts (source).
- Behind-the-scenes access is a huge draw for 87%of audiences, who would prefer to watch online vs. on traditional television if it meant more behind-the-scenes content (source).
- 45%of live video audiences would pay for live, exclusive, on-demand video from a favorite team, speaker, or performer (source).
What platform should my company use to live stream?
- 78% of online audiences are already watching video on Facebook Live. 90% think video quality is the most important aspect of Facebook Live videos (source).
- US Internet users list these platforms as their preferred platform for consuming live video: Facebook Live (17%), Meerkat (17%), YouTube Live (16%), Younow (16%), Snapchat (12%), Twitter (12%), Periscope (9%), Others (9%) (source).
- YouTube Live was the largest streaming service until early 2016, but ceded some ground to Facebook Live and Meerkat by the end of the year (source).
Factors to consider when live streaming
- Video quality is the most important factor for 67%of viewers when watching a live stream broadcast (source).
- User-generated short clips accounted for 51% of live video content streamed to smartphones as of 2015 (source).
- Millennials are more likely to consume live content on a smartphone (56%) or tablet (44%) (source).
Who’s watching live streams?
- 36% of internet users said they watched live video as of November 2016 (source).
- 63% of millennials have watched live content and 42% have created it, making this group the largest consumers and creators of live video (source).
- 81%of internet and mobile audiences watched more live video in 2016 than in 2015 (source).
The benefits of live streaming
- 67% of live video viewers are more likely to buy a ticket to a concert or event after watching a live video of that event or a similar one (source).
- Viewers spend 8X longerwith live video than on-demand: 1 minutes for on-demand vs. 42.8 minutes for live video content. As brands compete for eyeballs in the newsfeed, live is a key differentiator (source).
- 79% of marketers say live video facilitates a more authentic interaction with an audience (source).
- 63% of marketers say live video brings a human touch to digital marketing (source).
- 61% of marketers say a benefit of live video is that it creates content that can be viewed or repurposed later (source).
- 60% of marketers say a benefit of live video is getting real-time audience feedback (source).
- Live content on Facebook receives 10x more comments than regular videos (source).
Until recently, the goal of corporate social media was brand recognition and of course more revenue. While the goal hasn’t changed, the methodology certainly has. Traditional marketing tactics have been put on the back burner. Audiences want to see something new and exciting—like live streaming.
This new marketing tactic can add the personality and diversity your strategy is lacking. If you’re not sure where to start, consider live streaming your next company event, facilitating a Q&A with your CEO, or even doing a live demonstration of your product. The options are endless!
If you’d like to learn more about improving your B2B sales and marketing campaigns, contact ZoomInfo today. Our platform has the ability to analyze your marketing contacts database and turn it into actionable insights for more informed decision making.