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67 Percent Of Consumers Worldwide Have Live-Streamed Video

And a majority of consumers prefer free, ad-supported live streaming.

Approximately 70 percent of consumers stream video content at least once a day, and 67 percent have live-streamed it on any platform or device, according to a new report from the IAB — heralding to marketers that video content is in demand and on the rise.

Per the report, social platforms are the top source of live video content, and TV is the most popular type of live video content accessed. And the good news for marketers looking to capture consumers attention during these streaming sessions? 52 percent of consumers globally prefer free, ad-supported live streaming — which means a majority of viewers are already open to seeing brands’ ads.

And, unsurprisingly, streaming behavior is on the rise: 47 percent of respondents stated they stream more live video content now than they did a year ago.

Crafting Compelling Video

All of this research suggests that placing relevant, value-driven ads that appear before or during a streaming session — via a variety of platforms — may be a smart bet for brands. But it also indicates the pervasiveness and popularity of video content/advertising as a whole.

How can marketers easily tap into the trend? First, by crafting compelling live video for their own social channels: The appetite for viewing is clearly there, and research shows that Gen-Z consumers in particular watch an average of 68 videos (pre-recorded and live) per day.

Second, marketers can explore influencer marketing on platforms like Instagram and YouTube. If a partnership with an existing influencer makes sense and appears natural, brands can base a strategy around appearing in influencers’ live videos (such as on Instagram Stories) in addition to “traditional” posts.

As David “Rev” Ciancio, director for Industry Insights at Yext (full disclosure: Yext owns GeoMarketing. More details on that relationship here), puts it, “as social media platforms ratchet down their algorithm, they are basically removing the ability of brands to have organic reach and becoming pay to play platforms.

“Now marketers and businesses have to make the choice between something like a targeted ad on Facebook, hoping it will reach the right person and they will click on it, or choosing to partner with an influencer whose audience is engaged and will often take their suggestions without scrutiny. Which sounds like a better shot towards the bullseye to you?”