iab-全球视角：直播视频趋势报告（英文）-2018.6-83页-2mb

Summary of "Live Video Streaming – A Global Perspective" (June 2018)

Core Content

This report by the IAB provides an in-depth analysis of live video streaming habits across 21 global markets. It explores device usage, content preferences, advertising engagement, and the social and temporal aspects of live streaming. The study aims to offer insights into consumer behavior and opportunities for brand marketers and publishers.

Main Findings

• Live Video Streaming Popularity:

  • 70% of consumers stream video content at least once a day.
  • 67% have live streamed video on any platform or device.
  • 47% have increased their live streaming activity since last year.
  • Nearly two-thirds of viewers plan to live stream the 2018 FIFA World Cup globally.
  • Over half of consumers prefer free, ad-supported live streaming over subscription services.
  • 64% of respondents globally have taken action after seeing an ad during a live stream, with brand recall, clickthrough, and site visits being the primary actions.

• Device Usage:

  • Smartphones are the most popular device (62%) for live streaming and are used most frequently.
  • Smart TVs, gaming consoles, and streaming devices are used for longer periods of live streaming.
  • Shorter sessions (under 30 minutes) are typically on smartphones and tablets, while longer sessions are on other devices.
  • 73% of live video streaming occurs at home, with outdoor consumption accompanying social events and travel.
  • Group viewing is common, especially on smartphones, with 56% of users streaming with others when using a smartphone.

• Sources of Live Video Content:

  • Social platforms are the primary source (51%), followed by digital streaming subscriptions (41%).
  • In MENA, social platforms and subscriptions are less influential compared to South America, where social platforms dominate.
  • In China, streaming subscriptions, TV network sites, and gaming apps are significant sources.
  • In the U.S., streaming subscriptions are the top source, while in Mexico, they are nearly equal to social media.

• Content Preferences:

  • TV series/episodes are the most preferred type of live video content (65%).
  • Sports are more popular in South America.
  • Gaming, influencer videos, and talk shows are favored in China.
  • Tutorials and how-to videos are popular in Mexico.
  • News and videos by friends/family are preferred in Saudi Arabia and the UAE.

• Advertising Engagement:

  • 64% of consumers interact with ads during live streaming, with MENA showing the highest engagement (89%).
  • Pop-ups, pre-roll, and sponsored-by messages are the most common ad formats.
  • Ads during live streaming are perceived as equally relevant and of similar creative quality to those on live TV, though there is potential for improvement.
  • Ad interactions lead to brand recall, clickthrough, and site visits, especially in regions like China and the UAE.

Key Insights

• Market Differences:

  • MENA and South America show higher engagement with live streaming and advertising.
  • China has a strong preference for influencer content and gaming.
  • In Europe and the U.S., streaming subscriptions and social platforms are key.
  • The UAE and Saudi Arabia prefer à la carte services, while China prefers subscriptions.

• Advertising Opportunities:

  • Brands should focus on creating engaging and relevant ads to capture the growing live streaming audience.
  • The potential for monetization is significant, especially in regions where consumers are more open to advertising.

• Future Trends:

  • Live streaming is becoming a daily activity, with increasing consumption and social interaction.
  • The trend suggests a shift from traditional media to digital platforms for live content consumption.
  • There is a clear opportunity to enhance ad experiences and leverage live streaming for brand engagement.