A new study from the Interactive Advertising Bureau (IAB) finds that 67% of consumers worldwide have live-streamed some type of video, and more than half of them prefer free, ad-supported experiences over other options.
The "Live Video Streaming: A Global Perspective" in-depth report released today surveyed consumers from 21 countries around the world, including Canada and the U.S., and found that smartphones are the most popular device to live stream video content, followed by smart TVs.
Sixty-four percent of those that have streamed live video have engaged with an ad, such as pre-roll or sponsored ads, while live streaming. Viewers in Brazil, Colombia, Mexico, Peru, Saudi Arabia, Turkey, and the United Arab Emirates are the most likely to engage with ads. The most common actions taken in response to seeing an ad during a live streaming session were remembering the brand that was advertised, clicking on the ad, and visiting the brands' Website. Ads within live streaming content were most frequently seen on social media platforms, gaming Websites, and apps.
With the FIFA World Cup having kicked off, the study looked at live streaming intentions among those who want to watch. Overall, 65% of those who have live streamed video previously expect to live stream the matches predominantly on smartphones, versus 71% who anticipate watching live on linear TV. Slightly more than half plan to watch recorded games either online or on television. Sports fans in Brazil, China, Columbia, Peru, Mexico, Russia, Saudi Arabia, South Africa, the United Arab Emirates, and the United States have the strongest likelihood to live stream the matches.
"Live streaming is on the rise and this video phenomenon has the power to help build brands," says Eric John, Deputy Director, IAB Digital Video Center of Excellence. "The World Cup is just one example of the kind of event that will spark massive live streaming around the world, and will attract brands which recognize the potential for effectively reaching audiences in live video environments."
Members of the media were offered exclusive access to a livestream of the Sonos Beam launch in San Francisco, but many other events, concerts, and other content is available online to the public via livestreams.