2018视频直播流媒体基准报告（英文版）_10页

2018 Live Video Streaming Benchmark Report Summary

Core Content

The 2018 Live Video Streaming Benchmark Report highlights the growing importance of live video in the digital marketing and corporate communication landscape. Conducted by IBM and Brandlive in the fall of 2017, the survey involved 200 participants, including employees from retail companies and brands. The findings indicate a significant increase in live video usage, budget allocation, and expected ROI in 2018.

Main Points

• Live Video is a Key Priority: Live video is increasingly becoming a top marketing priority, with 94.8% of respondents stating it will be an important part of their 2018 marketing mix. 25% even identified it as a top priority.
• Beyond Social Media: 64% of companies are using live video beyond social media platforms, with 72% of companies having over $100M in revenue utilizing live video across owned channels.
• Budget Increases: 53% of companies expect to increase their live video budgets in 2018, with 23% anticipating significant increases. This is slightly higher than the increase in budgets for pre-recorded video.
• Top Barriers: The main barriers to live video adoption include cost/budget constraints, limited production resources, and insufficient time to plan.
• Benefits and ROI: The primary benefits of live video include increased viewer engagement (77.59%), archiving content (65.52%), and adding a human element to digital marketing (59.48%). 62.96% of respondents saw a more engaged social media audience as a major ROI factor.
• Use Cases: The top use cases for live video include training, media/influencer briefings, and broadcasting in-person events. For external use, eCommerce sales, virtual tours, and consumer panels are gaining traction.

Key Use Cases

Internal Use Cases

• Training: 55.56% used live video to train retail associates, 50% for sales representatives, and 47.17% for customer service representatives. Expected growth in 2018.
• Executive Town Halls: 48.39% used live video for executive town halls, with a projected marginal increase to 50% in 2018.
• Other Use Cases: Include media/influencer briefings, product launches, and virtual tours.

External Use Cases

• eCommerce Sales: The most popular external use case in 2017, with 61% of respondents using it and 32% planning to pilot it in 2018.
• Virtual Tours: 54% used virtual tours in 2017, with 33% planning to pilot them in 2018.
• Consumer Panels: 39.02% used consumer panels in 2017, with 51.22% planning to live stream them in 2018.

Key Takeaways

• Live video is more engaging than on-demand content, with viewers spending eight times longer on live streams.
• Companies are leveraging live video for both internal and external purposes, including training, marketing, and sales.
• Live video is enhancing brand engagement, employee connection, and customer interaction.
• The emotional connection created by live video is a major advantage over other digital marketing methods.
• As live video becomes more mainstream, companies are expanding their use cases and investing in the necessary technology and resources.

About the Data

The survey targeted brand and retail executives, with 30.70% working for retail companies and 16.34% for agencies. 58.42% of respondents worked for companies with fewer than 100 employees, and 16.83% for companies with 5,000+ employees. In terms of revenue, 49.01% of companies made under $5 million, while 15.84% made over $1 billion.

About IBM Cloud Video and Brandlive

• IBM Cloud Video: Offers advanced solutions to simplify video workflows and enhance viewer engagement with AI and cognitive technologies.
• Brandlive: Provides an omni-channel live video platform used for training, marketing, and eCommerce events. It enables brands to connect with global audiences and interact with product experts and influencers.

Conclusion

The report underscores that live video is not just a trend but a transformative tool for both internal and external communication. With increasing budgets, diverse use cases, and measurable ROI, live video is becoming a central component of digital marketing strategies for brands and retailers.