At the end of 2021, Just Chatting live streams became the most popular type of content on Twitch and generated approximately 3.1 billion hours watched by global users, surpassing gaming and eSports categories on the platform. While gaming appeared to be the most popular content category for global users, the diversification in live content that can be found browsing social media and video platforms is a sign of the evolution of the format. As of the second quarter of 2022, live streaming was more popular than tutorials and educational videos online, while music videos and memes, or other types of viral videos were still the most engaging types of videos consumed online. As of the second quarter of 2022, the audience of video live streaming had experienced a small decrease compared to the third quarter of 2021, reaching approximately 29.5 percent of the global digital population. Similarly - as 72 percent of global TikTok users interested in branded content would also be interested in product sales- TikTok announced in October 2022 that the platform would make live shopping available in the United States.Īccording to the third quarter of 2021, keeping in touch with friends and family was the leading reason for users worldwide to engage with social media, while only 24 percent of respondents reported using social media to watch livestreamed videos. YouTube, which announced more shopping features and a partnership with Shopify in July 2022, partnered with eligible leading creators and brands in November 2022 to allow “shoppable content” before the Christmas shopping frenzy. ![]() While at the beginning of 2022 Meta’s Facebook and Instagram were reported to be the main social media used for live streaming purchases, Facebook shut down its live shopping feature in October 2022. However, social media platforms were only signaled by three percent of global respondents as the channels delivering the best experience when used for online purchases in April 2022. Live video streaming made a first breakthrough outside the Asia-Pacific market in 20. Online live e-commerce was pioneered in China by tech company Alibaba and has since reached new heights under short-video app Douyin. According to research conducted on behalf of the popular social video platform TikTok, over 52 percent of global users would be interested in consuming live branded content. ![]() While video consumption has been reported normalizing after the peaks touched during the global 2020 COVID-19 pandemic outbreak, social media platforms have already started capitalizing on live streaming becoming a more familiar format for users.
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