IBM-2018年直播视频流报告（英文）-2018-10页

2018 Live Video Streaming Benchmark Report Summary

Executive Summary

Live video streaming is expected to become a dominant part of internet traffic, with projections indicating it could account for up to 82% by 2020. In 2017, live video content gained significant traction among brands and retailers, both for high-profile events and internal communications. IBM and Brandlive conducted a survey of 200 participants, highlighting that live video is increasingly being adopted and its usage is expected to grow in 2018.

Key Research Questions

• Are budgets for live streaming increasing or decreasing?
• How important is live video for marketing in 2018?
• What ROI or business results are expected from using live video?
• What are the desired benefits for live streaming in 2018?
• What were the most common use cases for live video in 2017?
• How are use cases for video going to change in 2018?

Top Takeaways

Live Video is a Top Priority

• 94.8% of respondents believe live video will be an important part of their 2018 marketing mix.
• 25% consider live content a top priority, surpassing pre-recorded video.
• Viewers spend 8 times longer watching live video than on-demand video.

Beyond Social Media

• 64% of companies are using live video beyond social platforms.
• 44% of respondents moved beyond social in 2017, with 20% expected to do so in 2018.
• 72% of companies with over $100M in revenue use live video beyond social media.

Budget Increases

• 53% of companies plan to increase their live video budgets in 2018, with 23% increasing significantly.
• 51% of companies plan to increase budgets for pre-recorded content, but only 19% will do so significantly.

Top 3 Barriers

1. Cost/Budget
2. Production Resources
3. Lack of Time to Plan

Top Benefits of Live Video

• 77.59% of respondents seek increased viewer engagement.
• 65.52% value archiving and extending the life of live video content.
• Other benefits include:
  • Human element in digital marketing (59.48%)
  • Engaging users over social media (56.90%)
  • Increased viewing time through on-demand video (43.10%)

ROI Expectations

• 62.96% saw increased social media engagement as a major ROI factor.
• 51.85% believed live video enabled more innovative product launches.
• 42.59% saw better employee training as a key benefit.

Use Cases for Live Video

Internal Use Cases

• Training was the top use case, with:
  • 55.56% using it for retail associates
  • 50% for sales representatives
  • 47.17% for customer service representatives
• Executive town halls were also widely used, with:
  • 48.39% already using them in 2017
  • Projected to increase to 50% in 2018

External Use Cases

• eCommerce sales was the top external use case in 2017 (61%).
• Other common use cases included:
  • Virtual tours (54%)
  • Media/influencer briefings (40%)
  • Consumer marketing (41%)
  • Product launches (47%)
  • Consumer panels (39.02% in 2017, 51.22% planning to use in 2018)

Key Findings

• Live video is central to customer and employee engagement.
• Training and eCommerce sales are among the top use cases for ROI.
• Live video for eCommerce sales is growing, as it allows for real-time engagement and higher conversion rates.
• Executive town halls help build a connected corporate culture.
• Companies must prioritize live video in their digital marketing strategies to fully engage brand ambassadors and ensure they have the necessary budget and resources.

About the Data

• The survey targeted brand and retail executives.
• Over 200 employees from various companies participated.
• 30.70% worked for retail companies.
• 58.42% worked for companies with fewer than 100 employees.
• 49.01% of companies made under $5 million in revenue.
• 15.84% of companies made over $1 billion in revenue.

About IBM Cloud Video

• IBM Cloud Video offers advanced products and solutions to simplify video workflows and streaming logistics.
• It leverages cognitive and AI technologies to enhance monetization and viewer engagement.
• It provides advanced data and analytics to help brands make informed decisions.

About Brandlive

• Brandlive is an omni-channel live video platform for brands and retailers.
• It supports training, marketing, and eCommerce events.
• It enables brands to connect product experts and influencers with global audiences.
• Major users include GoPro, The North Face, REI, eBay, Walmart, and Cabela's.
• Brandlive is headquartered in Portland, OR and can be found at http://www.yourbrandlive.com.

Endnotes

• Data sources include Cisco and Tubular Insights.
• The document is produced by IBM and Brandlive.
• The report is current as of January 2018.
• IBM reserves the right to update or change the content at any time.