Stats to know before live streaming video content
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Live streaming video content is an increasingly popular marketing tactic, strong among e-commerce brands, and across social platforms like Instagram, Facebook, YouTube, and especially TikTok.
Live video streaming however, isn’t just for advertising products and getting people to convert; it can also be used to generate brand awareness, engage new audiences, educate audiences, provide product demonstrations, and build a strong online community around your brand.
You have most likely landed on this blog because you’re considering live streaming video content, but something is holding you back. This might be the cost of equipment, uncertainty around getting started, how to best showcase your products, how to navigate live video comments, or just not feeling too great about getting in front of the camera.
In this blog, you will find some seriously surprising stats on live streaming video content: who’s watching, engagement rates, success stories, the lot.
Hopefully, after reading this blog, you will be convinced that your brand can’t go without live video content marketing as a part of your strategy.
Let’s get started…
Stats on live video streaming
Growth of live video
- The revenue of the global live-streaming market increased from $1.24 billion in 2022 to $1.49 billion in 2023.
- The live-streaming video market is projected to reach $416.84 billion by 2030.
- Live streaming is the third most popular type of video content, reaching 27.7% of users each week.
- Compound annual growth rate (CAGR) of 23% from 2024 to 2030
Sources: (Go-Globe)(Grand View Research)
What do brands think?
- 49% of live video marketers in the U.S. report that they’d like to spend more money through this format.
- In a 2023 survey, 81% of companies reported they had a marketing budget dedicated solely to video.
What do viewers think?
- 91% of consumers want to see more online video content from brands.
- 37% of viewers consider live video the most engaging type of content on their media feeds.
- People who engage in live streams are 43% more likely to buy a premium product.
- 80% of users would rather watch a live video than read a blog.
- 82% of consumers prefer to engage with the brand on a live stream rather than through social media posts.
- 67% of the audience claim that video quality is the most important factor while watching a live stream
- 50% of users leave a live stream in 90 seconds or less if it has low-quality output.
- Every 6-second delay in the start results in a 6% viewer bounce
- 75% or more millennials believe that live streams have helped them compare products while shopping online.
Sources: (Go-Globe)(Restream)(GWI)(New York Magazine (via Vimeo Livestream)
Who watches live video content?
- 20% of U.S. adults between 18-34 watch live-stream video several times a day.
- Over one-fourth of internet users watch live streams weekly.
- 27% of the live streams are watched on mobile devices.
- On average, a viewer spends 25.4 minutes watching live video per viewing session.
- 27% of all internet users watch live-streaming content on a weekly basis.
- In Q3 of 2023 alone, viewers consumed 7.6 billion hours of live content across all platforms.
- In Q2 2024, viewers watched a total of 8.5 billion hours of live-stream content.
Sources: (Statista)(Restream)(Demand Sage)(Liveryvideo)
Platform-specific stats
- TikTok saw the biggest positive increase in brand usage from 2022-2023, with a 16% gain.
- On Facebook, live video dominates user engagement with three times the median interactions compared to carousels.
- Live video on LinkedIn gets 24 times more comments than native video.
- 43% of young adult users in the U.S. prefer Instagram Live over other types of video on the platform.
Sources: (Hootsuite)(Emplifi)(LinkedIn)(Statista)
Why is live video marketing so effective?
Interactivity- Live streams allow for immediate interaction through comments, Q&A sessions, and polls, creating a dynamic two-way conversation. This real-time dialogue builds a stronger connection between brands and their audience, creating a sense of community and loyalty.
Transparency- Younger demographics like Gen Z, value genuine interactions, and live streams offer an unpolished, “behind-the-scenes” look at a brand. A consistent series of live videos also allows viewers to connect with the people behind the products or services.
Trust- Showing products in action, answering questions spontaneously, and even demonstrating expertise in a live setting can greatly enhance credibility.
Content repurposing- A single live stream can be repurposed into numerous shorter clips for social media, highlights for websites, or even podcasts, extending its value and reach across various platforms
Cost-effective- Live streaming is a more budget-friendly option compared to high-quality video production and marketing, which can require expensive equipment.
High conversion rates- As shown in some of the statistics above, live video content offers higher conversion rates compared to other similar marketing channels. Instant purchasing options, limited time deals and build-up events often create a sense of urgency and exclusivity among the viewers, leading to increased conversions.
Disadvantages of live video streaming
While the advantages very much outweigh the disadvantages, it’s still good to cover some so that brands and businesses can be proactive in making sure their live video marketing is a success.
Technical glitches and unpredictability are one of the biggest drawbacks. As seen in the stats above, viewers care about the quality of the live stream, and this is dependent on the planning that goes into it. Poor connections, buffering, and low-quality video can make your brand look unprofessional and untrustworthy
While live video marketing is relatively cheap, brands may also have to fund an initial investment into lighting and appropriate equipment to ensure video and audio quality is high-quality.
Another factor that brands need to consider before holding live videos is the possibility of negative comments. Risk assess the possibility of receiving negative comments and come up with a plan of action for addressing these on the live video.
How to get started in live video marketing
Define your goals and audience
Before hitting “go live,” understand why you’re doing it. Do you want to:
- Increase brand awareness?
- Drive sales for a new product with a demonstration?
- Engage your community and build loyalty with an informal chat?
- Host Q&As to provide customer support?
- Showcase company culture behind the scenes?
Basic equipment setup:
As mentioned, you don’t need a professional studio to start.
- Good Smartphone: Modern smartphones have excellent cameras suitable for live streaming.
- Stable Tripod: Essential for steady, professional-looking footage. You could even set up using multiple tripods so that you have different angles to choose from when editing.
- External Microphone: Crucial for clear audio, which is often just as important as video quality. A lapel mic or USB mic is a good start, which can be pinned onto presenters.
- Good Lighting: Natural light is ideal, but a simple ring light or softbox can dramatically improve your appearance.
- Reliable Internet Connection: Hardwired connection is always preferred over Wi-Fi for stability.
Plan your content and promotion
- Script/Outline: While live, don’t fully script it. Have a clear outline of key talking points, a strong opening hook, and a call to action. Its all about striking a balance between having an outline, but allowing for unscripted moments too.
- Promotion: Announce your live stream well in advance on all your social channels, email lists, and website. Create anticipation with countdowns and teasers so that you have engagement straight from the start of your video.
Repurpose and analyse
Live video marketing shouldn’t stop when your video stops…
- Repurpose Content: After your live video, download your live stream. Edit it into shorter clips for social media, create blog posts from the Q&A, or turn audio into a podcast. Repurposing this content could drive traffic to your next live video.
- Analyse Performance: Review analytics (views, watch time, engagement, peak concurrent viewers). Learn what worked and what didn’t to refine your future live video strategy for the next time.
Image source TikTok
It’s no secret that live video marketing is seeing huge success in the social media space. Two brands that have particularly led the way in this type of marketing are P.Louise and Made by Mitchell are both huge beauty brands based in the UK.
Both have masterfully leveraged TikTok Shop and live streaming to achieve phenomenal success, creating a blueprint for other businesses aiming for similar growth in brand awareness, revenue, credibility, and community online.
Notably, both of these brands share alot of founder created content, which naturally then drives engagement to the live videos, as the audience is building a trust with the person, not the business.
P.Louise
P.Louise has shattered records on TikTok Shop, achieving US$2 million in sales during a single 12-hour live marathon, selling over 96,000 items. Their strategy involves offering exclusive “mystery boxes” and heavily discounted hero products during these live events, creating a sense of urgency and excitement. The seamless in-app checkout facilitated by TikTok Shop also converts engagement into immediate sales.
Made by Mitchell
This brand has achieved astounding sales figures, generating over £2 million in one week on TikTok Shop. A core part of their strategy involves daily, often multi-hour, live streams dedicated to packing customer orders. During these lives, they frequently add free extra products, offer exclusive TikTok Shop deals, and leverage “mystery bags” at fair price points.
Aside from social media, Mitchell has also created live video content on YouTube, as he is seen here partnering with Boots for a ‘Boots Live’ event.
Made by Mitchell Masterclass | Boots Beauty LiveWhy start now?
Live video marketing is precisely where consumer attention is, and critically, where it’s rapidly heading. The digital landscape has shifted. Consumers (particularly the influential Gen Z) are increasingly gravitating towards platforms dominated by video content like TikTok, Instagram, and YouTube. These platforms are now a primary mode of information consumption, with a significant portion of their online time dedicated to watching videos.
Social media algorithms are actively prioritising live content, giving brands (especially smaller brands) an unparalleled organic reach advantage that static posts simply can’t match. Which means if you’re not going live, you’re missing out on the prime real estate of user feeds and failing to meet your audience where they are.
Looking ahead, we’re moving towards an era of hyper-interactive and shoppable experiences, where viewers won’t just watch but actively participate and purchase directly within the stream. Such as integrated quizzes, polls, and instant checkout buttons that shorten the sales funnel to mere seconds.
Soon personalisation will become more profound, with AI enabling brands to tailor live experiences based on individual viewer data, making each interaction feel uniquely relevant. Also expect to see greater integration with immersive technologies Virtual Reality (VR), allowing brands to create truly engaging and memorable virtual product try-ons or interactive demonstrations. Google’s Gemini is already close to this, with its AI Mode set to allow shoppers to try on clothes virtually in its update set to release in the coming months.
The rise of user-generated content (UGC) within live streams will also amplify authenticity, as consumers increasingly trust people over traditional brand messaging. Ultimately, the future points to live video evolving into a seamless, highly personalised, and deeply immersive channel that blurs the lines between entertainment, education, and direct commerce, making it a must-have tool for any brand aiming for sustained relevance and growth.
How can Embryo help?
Live video marketing is undoubtedly powerful, but it’s just one piece of the puzzle.
At Embryo, our passion is building holistic digital marketing strategies that deliver sustained growth for businesses across the UK. While we don’t handle the specifics of live video production, we are experts in ensuring your live efforts amplify all your other marketing channels, and can ensure your strategy is aligned.
Want to know more about how we can support with your marketing efforts? Get in touch today!
