Live video is a huge growing trend online. According to a report from Livestream, the majority of online and mobile consumers viewed more live video in 2016 than they did in 2015. And there are plenty of different platforms people can use to watch live video and even to post their own. So how many consumers have viewed live video online? And can it be an effective method for brands to reach out to consumers? We asked 1,000 respondents about their thoughts on live video and connecting with brands online.
In Ask Your Target Market’s latest online survey, just 8% of respondents said that they regularly use livestreaming platforms like Periscope or Facebook Live to post their own live video content. 6% have done so many times in the past. And 9% have at least once. In a March 2016 survey on livestreaming, 7% of respondents said they streamed their own live video content regularly. Another 7% had done so many times. And 6% had at least once.
On the other side, 11% of respondents said that they regularly watch live video content from others. 19% have done so many times. And 26% have watched live video online at least once or twice. Last year 10% of respondents said they watched live video regularly. 19% had done so many times. And 9% had at least once.
More specifically, 79% of those who have watched live video said they have seen that type of content on Facebook. 62% have watched live video content on YouTube. 18% have watched live video on Instagram. 14% have watched on Twitter. And 11% have watched on Periscope.
When watching that live video content, 8% of viewers said that they only ever view live video content from brand or businesses. 10% watch live video content from brands most of the time. 20% do so about half the time. 38% said they rarely ever watch live video from brands. And 24% never do. Respondents mentioned Nike, Amazon, Sony, Ford, Microsoft and Kraft as brands they have connected with via live video content.
Looking forward, 41% of respondents said they are at least somewhat likely to watch live video content within the next year. Of those who have already watched live video content, 65% are likely to do so again in the next year.
Over the past several months, live video viewership has grown most in terms of one-time viewers. So that suggests that there may be a fair amount of consumers who are willing to give live video a chance. But the brands and individuals that use it need to really give viewers a reason to continue watching if they want to make an impact. To reach customers for the first time, using social platforms like Facebook and YouTube that consumers already use for other purposes seems to be the best route. But from there, you need to offer some type of value or continuity, like a series of live video feeds each day or week, in order to keep them engaged through live video.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on January 13-19 via AYTM’s online survey panel.