How Live Streaming is Reshaping Media Consumption.

Have you ever considered having a front-row seat at a major global music festival without leaving home? Thanks to live streaming, millions of viewers worldwide can have an immersive experience right from their living rooms.

These events signify a massive shift in how rapidly consumer habits are evolving. The rise of live streaming platforms such as Twitch, YouTube Live, and Facebook Gaming has revolutionised entertainment, offering real-time access to gaming, sports, concerts, and more. These platforms are not just changing how we watch content but also how we connect and engage with it. Esports, in particular, has become a cultural phenomenon, with games like Overwatch and Fortnite establishing competitive leagues and tournaments that attract millions of viewers worldwide. The South Korean government has even recognised esports as a legitimate industry, and US colleges and universities are also acknowledging its value by offering scholarships and creating dedicated esports programs.

The trend extends beyond gaming. Hybrid release models now allow consumers to enjoy new movies and shows in theatres or from the comfort of their homes, catering to diverse preferences and lifestyles. This dynamic evolution in media consumption is reshaping the industry, offering unprecedented opportunities for interaction, engagement, and community building.

From the rise of esports to the increasing impact of livestream eCommerce, the current trends in on-demand entertainment make it an exciting space.

What is On-Demand Live Streaming?

On-demand live streaming refers to the ability to watch live broadcasts at a later time. This format allows users to access previously aired live events as if they were streaming them live. It combines the immediacy of live broadcasts with the convenience of on-demand content, allowing users to experience live events at their own pace.

How is On-Demand Streaming Different from Live Streaming?

On-demand streaming allows users to access pre-recorded content at their convenience. Users can pause, rewind, and watch anytime, providing flexibility and control over their viewing experience. In contrast, live streaming involves real-time broadcasting, offering immediacy and engagement with audiences. Live streaming is interactive, allowing viewers to participate through comments, reactions, and live chats, creating a dynamic and communal viewing experience.

How is Live Streaming Different from VOD?

Live streaming and Video on Demand (VOD) are distinct in their delivery and consumption methods. Live streaming delivers real-time content, often focusing on interactive elements like live chats and reactions. This makes it ideal for events that benefit from live participation, such as sports, concerts, and gaming. VOD, on the other hand, provides a library of pre-recorded content that users can access at any time. This format suits movies, TV shows, and other content where immediacy is not a priority.

Generational Trends in Live Streaming

Younger Generations: Millennials and Gen Z are the primary drivers of live streaming adoption. They are likelier to engage with interactive content and prefer real-time engagement platforms. This demographic is also more inclined to use live streaming for social interaction, such as watching esports, concerts, and live events with friends.
Older Generations: While older generations are less likely to engage with live streaming, there is a growing interest in live broadcasts of news, religious services, and educational content. As the technology becomes more user-friendly, adoption rates among older viewers are expected to increase.

Regional Trends in Live Streaming

United States: The US continues to be a significant market for live streaming, with platforms like Twitch and YouTube Live leading the way. The popularity of live sports and esports is particularly high, driving substantial viewership and engagement.
United Kingdom: In the UK, live streaming is gaining traction in sports, music, and cultural events. The rise of hybrid events, which combine live and on-demand elements, is becoming a notable trend.
Asia: Asia, especially countries like China and South Korea, is at the forefront of live-streaming innovation. Platforms like Douyin (TikTok) and Naver’s V Live are popular, and the integration of e-commerce with live streaming (live commerce) is a significant trend. The cultural importance of live streaming in social interactions and entertainment is particularly pronounced in these regions.

Case Study: Coachella 2024 —Democratising the Music Festival Experience

Image Courtesy: Coachella website

Background

Coachella, one of the world’s most iconic music and arts festivals, continues to evolve to meet the changing demands of its audience. For many years, through its hybrid model, Coachella has offered a front-row seat to the festival on YouTube. In 2024, Coachella pushed the boundaries of what a music festival can be by integrating advanced technology and a multi-stage experience.

Approach

Hybrid Event Model

In-Person Experience: Maintaining the traditional allure of live performances, art installations, and exclusive on-site activities.
Digital Integration: Offering a comprehensive virtual experience for fans unable to attend in person. This included live streaming of performances, behind-the-scenes content, and interactive features.

Live Streaming

YouTube Partnership: Coachella continued its partnership with YouTube, providing a dedicated live channel that streamed performances from six main stages, artist interviews, and exclusive content. This partnership, renewed through 2026, has significantly expanded its global reach.
Multi-Camera Angles: Viewers could choose from multiple camera angles, offering a personalised viewing experience.
YouTube Shorts: Coverage was expanded to YouTube Shorts, competing with TikTok in the short-term video content space.

Interactive Features

Image Credit – Coachella

Virtual Reality: The festival introduced VR experiences, allowing remote attendees to feel like they were part of it. Users could explore virtual replicas of the festival grounds, view performances, and interact with other virtual attendees.
Augmented Reality: Implementing AR features within the festival app, enhancing the on-site experience with interactive maps, artist information, and real-time updates.
Fortnite Integration: Coachella collaborated with Fortnite to create the Sahara Island, a virtual space where players could experience Coachella-themed events, interact with exclusive content, and enjoy performances within the game environment

Exclusive Content:

Behind-the-Scenes Access: The festival provided behind-the-scenes footage, including artist rehearsals, backstage interviews, and glimpses into the preparation of the festival.
Exclusive Performances: It offered exclusive performances and collaborations that were available only to virtual ticket holders.

Outcomes

Increased Reach and Engagement:

Record Online Viewership: Coachella’s live streams attracted millions of unique viewers, significantly increasing online engagement compared to previous years.
Global Accessibility: Fans from over 100 countries tuned in, showcasing the international appeal of Coachella’s hybrid model.

Enhanced Fan Experience:

Positive Feedback: Both in-person and virtual attendees praised the enhanced interactive features and exclusive content, leading to high satisfaction and engagement.
Social Media Buzz: The festival generated substantial social media activity, with millions of posts, shares, and interactions across platforms.

Revenue Growth:

Virtual Ticket Sales: Introducing virtual tickets provided a new revenue stream, contributing significantly to overall ticket sales.
Merchandise Sales: Online merchandise sales saw a notable increase, driven by exclusive virtual festival merchandise and AR-enhanced products.

Brand Partnerships:

Increased Sponsorship: The hybrid model attracted new sponsorship opportunities from tech companies and global brands looking to engage with Coachella’s diverse audience.
Enhanced Collaborations: The festival’s profile and offerings were boosted by collaborations with artists and brands for exclusive content and experiences.

Live Streaming and Watch Parties

Social watch parties are transforming passive viewing into active social interaction, reshaping how people connect and experience media. As technology advances, the scope of what can be shared and how people interact will continue to evolve, promising an exciting future for this trend.

Services like Screena are pioneering the space with free watch party services seamlessly integrating with popular streaming platforms. These services are designed to accommodate the growing demand for shared viewing experiences, offering tools that allow users to host and participate in watch parties effortlessly.

Live Event Watch Parties

Live event watch parties bring people together to share the joy of watching films, TV shows, and live events from the comfort of their homes. These gatherings have grown significantly, especially for watching sports events and award shows.

Interactive Watch Parties

Integrating features that allow real-time interaction, such as chatting, gaming, and live reactions, has made watch parties more engaging. Platforms are evolving to support these interactive elements, making the viewing experience more immersive and social.

Niche Watch Parties

There’s a growing trend toward specialised watch parties that cater to specific interests, such as genre-specific film nights or thematic series marathons. This customisation allows participants to connect with like-minded individuals over shared passions deeply.

Purpose-Driven Watch Parties

Watch parties are increasingly used for greater causes, such as charity fundraisers or awareness campaigns. These events leverage the communal aspects of watch parties to support social and philanthropic causes, enhancing the sense of community and purpose among participants.

The Rise of Live Stream eCommerce

Instead of interacting with their audience through social media influencers, brands now focus on promoting and selling their merchandise through live video shopping. eCommerce live streaming has become a major trend and is expected to grow in popularity in 2024. Once brands integrate shopping with live-streaming content, consumer habits are heavily influenced.

Example: Pinterest Live Stream eCommerce

Image credit: Variety Magazine

Pinterest made a big move to engage in live stream eCommerce, which has already gained huge traction. Users can now showcase their products so their audience can easily purchase them. Live shopping and shop-exclusive deals will offer better prices to attract a new audience and get them interested in buying trending products.

Also, read – A summary of our Online Shopping report here.

Esports Are A Global Phenomenon

Esports, or electronic sports, have emerged as a major player in the entertainment industry, attracting millions of viewers and generating significant revenue. The rise of esports is closely linked to the growth of live-streaming platforms, which provide a venue for gamers to showcase their skills and for audiences to engage with their favourite games and players in real-time.

Growth of Esports in the United States

The United States is a significant market for esports, with major events and tournaments held regularly. The popularity of games like Overwatch, Fortnite, and League of Legends has contributed to the growth of the esports scene. Colleges and universities also recognise the value of esports, offering scholarships and creating dedicated esports programs.

Example: Overwatch League

Image Credit: SportsPro Media

The Overwatch League (OWL) is a professional esports league for Overwatch developed by Blizzard Entertainment. Similar to traditional sports leagues, the league has franchised teams representing different cities. OWL has brought esports into the mainstream, with matches broadcast on major networks and streamed online, drawing large audiences and significant sponsorship deals.

Growth of Esports in the United Kingdom

In the UK, esports are gaining momentum, with a growing number of events and increased media coverage. The UK Esports Association (UKESA) and other organisations are working to promote and develop the esports industry.

Example: Gfinity Elite Series

Image Credit: Gfinity PLC

The Gfinity Elite Series is a professional esports league in the UK that features multiple game titles, including FIFA, Rocket League, and Street Fighter. The league provides a platform for both amateur and professional players to compete, helping to foster local talent and grow the esports community in the UK.

Growth of Esports in Asia

Asia, particularly countries like China and South Korea, is at the forefront of the esports revolution. The region boasts some of the most passionate and dedicated esports fans, and the industry is supported by substantial investments from the private and public sectors.

Example: League of Legends Pro League (LPL)

Image Credit: ONE Esports

The League of Legends Pro League (LPL) in China is among the most prestigious and competitive esports leagues globally. Teams like FunPlus Phoenix and Invictus Gaming have achieved international success, further elevating the status of Chinese esports on the world stage. The LPL has a massive following, with millions of viewers watching matches live.

The Rise of Esports in South Korea

PC Bang in South Korea. Image Credit: Senet

South Korea is often considered the birthplace of modern esports, with a culture that embraces competitive gaming. The country’s robust infrastructure and high-speed internet have made it an ideal environment for esports to flourish.

Key Developments:

StarCraft Legacy: StarCraft was one of the first games to achieve massive popularity in South Korea, with professional leagues and televised matches.
PC Bangs: Internet cafes, known as PC bangs, are ubiquitous in South Korea and serve as social hubs where gamers gather to play and compete.
Government Support: The South Korean government has recognised esports as a legitimate industry, providing support through infrastructure development and regulatory frameworks.

Impact on Global Esports:

South Korea’s success in esports has had a ripple effect worldwide, setting standards for professional leagues, player training, and audience engagement. South Korean players are often regarded as some of the best in the world, and their influence can be seen in the strategies and techniques used by teams globally.

Strategic Approaches to Gamification

Gaming broadcasters encourage social interaction and mixed-media experiences to attract younger viewers. Lockdowns pushed websites like Twitch, YouTube, and Facebook Gaming to grow massively this year and last. By leveraging their tech-savvy audience’s interests, Twitch added new features for live broadcasting to make airing various types of content more accessible.

Broadcasters started investing in real-time videos, interactivity features, and gamification. They noticed the importance of developing new protocols that deliver real-time videos at scale. Also, integrated chats and sharing options allow the audience to comment on and share content with their preferred social media platforms while watching.

The popularity of e-sports has been rapidly increasing, particularly since the start of the pandemic, leading to a surge in earnings and viewership. More e-sports enthusiasts and occasional viewers are projected to engage in e-sports live streaming in the coming years.

Some NBA teams have even decided to simulate games on NBA 2K and stream them on Twitch. Those games drew hundreds of thousands of viewers and showed great potential for similar content in the future. With more millennials and Gen Zs opting for video and gaming subscriptions than cable and traditional TV, it becomes clear that we are seeing the new direction the industry is heading.