About

Preliminary Objectives

• Profile audiences in terms of cultural, demographic, and/or life stages (from young to old) and their differing motivations, including frequency of viewing, looking for different real and perceived benefits.
• Understand why consumers engage in live streaming content and what types of content are most relevant
• Understand how live streaming fits into consumers’ lives and how advertisers can best engage with audiences
• Discover what categories and what types of consumers (by demographics, generation, and psychographics) are most ripe for Influencer marketing
• How is it impacting other sources of media consumption: e.g. linear TV, social media, is it complementary to or replacing other sources? What’s the true impact, opportunities, barriers, and recommendations to companies to leverage live streaming as an engagement channel.

Why?

Year-on-year ad revenue growth for live streaming content is nearly 3.7x higher than long-form videos and 12.6x higher than short-form videos. As an emerging medium, live streaming inspires more social interaction during video consumption compared to on-demand viewing and TV viewing. Many organizations and their brands, however, are struggling to understand the wider picture and how this medium fits into the overall strategy.