Dive Brief:
- Data from Magid Advisers and reported on by Media Post takes a look at live streaming video platforms and found Facebook Live leading with 45% market share but followed closely by YouTube Live at 44%. Instagram was third at 28%, Twitter commanded 19%, Snapchat 17%, Twitch 12%, Livestream 10%, Periscope 9%, YouNow 6% and UStream 4%.
- The most popular live streaming video content was breaking news at 24%. Videos from friends and family closely followed news at 23%. How-to videos garnered 21% matched by videos from YouTube personalities and comedic videos made the top five at 18%.
- The report found that laptops and smartphones are the main devices for streaming with the 18- to 34-year-old demographic. The data found 33% use laptops or PCs to live stream video and 19% a smartphone, and 23% chose TVs as the preferred device for streaming.
Dive Insight:
The takeaway from the Magid Advisers study for marketers is a live streaming video strategy should include both Facebook and YouTube. The data also points to the challenge around video marketing. Video certainly should be part of any content marketing plan, but where and how to put budget dollars into play is important. With live video and the production demands it entails, spending becomes even more crucial.
"[Marketers should simulcast live streams] on their web site, in their app, on their Facebook page and on YouTube Live," Fritz Brumder, CEO and co-founder Brandlive, previously told Marketing Dive. "That way they can reach all audiences, wherever they tend to hang out. But getting customers to discover a live video on a social platform, then click over to an owned-property where the interaction and merchandising are is likely much deeper and a real win.”
Marketers are embracing live video because of the opportunity to reach consumers in real-time, potentially driving excitement, earned media and the authenticity of the engagement. However, the space is still relatively young and continues to evolve. Facebook recently stepped up efforts to punish Live videos that aren't actually live and Amazon canceled a live-streamed shopping show. Live streams that have the potential to make a big splash are one focus right now, with Amazon dropping $50 million to stream NFL games this fall and Domino's streaming the Ferris Bueller movie as part of a promotion.
