KEY POINTS

  • Live streaming video is the next frontier in the online video space. Streaming video already accounts for over two-thirds of all internet traffic, and this share is expected to jump to 82% by 2020, according to Cisco’s June 2016 Visual Networking Index report. 
  • The growing popularity of streaming video, both live and recorded, has been driven largely by millennials. Between Q1 2013 and Q1 2015, streaming video — which includes video content from smart TVs, smartphones, desktops, tablets, connected media devices, and game consoles — has seen a 256% increase among consumers between the ages of 18 and 34, according to a survey conducted by SSRS Media and Technology.
  • Understanding the differences between platforms that host live streaming video is imperative for brands looking to reach the right audience at the right time. Of these platforms, the top five are Facebook and Twitter (and their related properties), Live.ly, YouTube Live, and Tumblr.
  • Live video’s value comes from its unique ability to add an authentic human element to digital communications, according to a Brandlive survey of more than 200 executives. As a result, brands are streaming tutorials, product launches, and exclusive and behind-the-scene footage to connect with their viewers.
  • Advertisers continue to invest heavily in online video as more consumers flock to the increasingly popular medium. In the US, digital video ad revenue (including desktop and mobile) reached $7.8 billion in 2015, up just over 55% from 2014, according to figures from the Internet Advertising Bureau.
  • While live streaming is still in its early stages, there are a few monetization strategies brands can employ. Brands are leveraging micropayments, mid-roll video ads, and YouTube Live's recent acquisition of Anvato, a platform for publishing and distributing video across platforms, to monetize their live streaming videos.
  • But the success of live streaming video hinges on brands overcoming several barriers. They must contend with a lack of measurement standards in the space, as well as changes in social media sites' algorithms that can affect what content users see.

Introduction

Live streaming video — or video that's delivered over the internet in real time without a paid subscription — is the next frontier in the online video space. Streaming video already accounts for over two-thirds of all internet traffic, and this share is expected to jump to 82% [...]