Where is All This Live Streaming Video Content?
Where is all this live streaming video content happening? Subscription-based platforms like Netflix, Amazon, and Hulu are all big players, featuring old favorites, new release movies and series, as well as tons of original content, ready to take your subscription money and delight you.
So, subscription-based services are hot. How hot? Some 43 percent of U.S. watch video through a subscription (we subscribe to Netflix, Amazon, Hulu, HBO – WTH?) and 41 percent of global consumers of video access it via subscription.
Social Networks Are Big Live Streaming Video Channels
Social nets are huge when it comes to finding and live streaming video content. If you spend any time at all on Facebook, chances are good you’re seeing more and more videos and more and more invitations to watch more episodes of a particular show on Facebook Watch. That is no accident. Facebook wants as much of your time and attention as you’ll give it, and these video show offerings will continue to grow at a rapid pace.
If my tweens are any indication, YouTube is one of the biggest and fastest growing social networks for consuming live streaming video content. My girls watch all kinds of things on YouTube, including makeup tutorials, comedy shows, product reviews, and honestly I am not sure I even want to know the rest. When I asked them the other day what social networks they found the most important to them, their response was swift: Snapchat and YouTube. I think that pretty much says it all.
Note that in the U.S., social platforms account for only 40 percent of video live streaming, while globally, they represent more than 52 percent of the consumption. Asian markets lead the way in video content creation and consumption, and that is not likely to change.
Video Live Streaming via TV Network Site or App
When it comes to video live streaming via a TV or network site or app, HBO and Showtime fall into the category, but I believe they belong more in the subscription category. These days, you can subscribe to only HBO, just like you can subscribe to only Netflix, so I think including these sites/apps here skews the numbers. That said, some 32 percent of consumers report streaming live video using a TV network site or app.
Gaming Site or App
I have tween girls, and my girls are not gamers, nor is anyone else in our household, so video live streaming via a gaming site or app is pretty much off my radar screen. Not so with 28 percent of U.S. respondents to this survey and 33 percent globally.
The Fate of TV
Note the numbers at the bottom? Those who access video live streaming content via a TV service provider or app? Yes, that’s pretty much at rock bottom and likely to get lower. In my living room, kids are as likely to each be sitting on a sofa with a device or laptop in hand, consuming content that’s interesting to them personally rather than turning the TV on. When I turn the TV on, I head straight to Netflix, Amazon, or HBO, and haven’t watched even the local news on TV in longer than I can even think of.
So there you have it. The trends in video live streaming. What’s happening in your household? Does it mirror what’s reported here? I’d love to know.
Shelly Kramer is a 20+ year marketing veteran and CEO of V3 Broadsuite, a marketing consultancy, and the President of Broadsuite Media Group. She’s also a founding partner in Futurum, a research and analysis company, and a founding partner in XVA Labs, a company focused exclusively on helping brands navigate the process of digital transformation as it relates to corporate culture.
Shelly is a brand strategist focused on digital transformation, and delivering integrated marketing solutions for clients. She’s an expert at lead gen, omnichannel marketing, all things tech-related, content strategy and execution, connecting social media to business initiatives, and helping clients leverage the web for growth and profitability.
Research conducted by Onalytica throughout the course of this last year named Shelly as #42 on their list of Big Data: Top 100 Influencers and Brands for 2016, #38 on their list of Content Marketing: Top 100 Influencers and Brands for 2016, #38 on their list of Future of Work: Top 100 Influencers and Brands for 2016, and #66 on their IoT: Top 100 Influencers and Brands for 2016 list. This recognition indicates that when it comes to all things related to technology and how it powers business today, she brings a wealth of experience to the fore.
She was also recognized as one of MediaPost’s Top-100 Social Media Power Influencers, 2015 Edition, and has been recognized by Forbes on a number of occasions, most recently as one of the Top 40 Social Selling Marketing Experts and Top 50 Social Media Influencers.
Shelly is part marketer, part tech analyst, part futurist, and all geek, with a propensity for numbers, and producing results. You can find her on LinkedIn and Twitter.
