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.
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.
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.
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.
Image Courtesy: Coachella website
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.
Hybrid Event Model
Live Streaming
Interactive Features
Image Credit – Coachella
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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 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.
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.
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.
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.
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, 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.
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.
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.
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.
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.
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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.
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.
Image Credit: Twitch
Launched in June 2011, Twitch is a live streaming platform initially focused on gaming, eSports, and video game live streaming. Owned by Amazon since 2014, Twitch has grown to become the world’s most extensive streaming website, with more than 15 million daily active users. Over time, the platform has expanded its content to include music, DIY, creative, and lifestyle streams, reflecting a broader scope of live entertainment.
Twitch’s unique approach centres on creating strong connections between streamers and their audiences. The platform allows fans to interact with streamers in real-time, fostering a sense of community and personal connection. Events like TwitchCon provide face-to-face moments for fans and streamers, further strengthening these bonds. Streaming daily helps build connections on a much more personal level than other platforms.
Despite the challenges of focusing primarily on live video content, Twitch has distinguished itself through its high engagement levels and strong social bonds. The platform’s design encourages viewers to participate in chats and live interactions, creating a dynamic and engaging user experience. This has been a key factor in its ability to maintain and grow its user base.
The future of live streaming and e-sports is poised for significant growth and innovation, driven by technological advancements and changing consumer behaviours.
As technology evolves, so too will the ways in which we interact with and consume media. Emerging trends such as live stream eCommerce, gamification, and the integration of dynamic ad insertion will continue to shape the market, offering new opportunities for engagement and monetisation.
One of the most exciting developments is the growing intersection of live streaming and eCommerce. Brands increasingly leverage live video shopping to engage directly with consumers, transforming traditional retail experiences. This trend will likely accelerate, creating more personalised and interactive shopping experiences.
Moreover, the continued rise of esports highlights a broader shift toward digital and interactive entertainment. With significant growth in regions like the US, UK, and Asia, esports is redefining competitive sports and fostering new communities and opportunities for connection.
The concept of watch parties is also evolving, moving from simple shared viewing experiences to more immersive and interactive social events. Whether for niche interests or broader causes, watch parties are a powerful tool for building communities and driving social interaction, mostly with younger cohorts.
As we look ahead, integrating advanced technologies such as AI and machine learning will further personalise and enhance live streaming experiences. Real-time analytics, improved content recommendations, and seamless ad integrations will ensure that live streaming remains a dynamic and engaging medium.
Live streaming and e-sports are at the forefront of a media revolution, offering innovative ways to connect, engage, and entertain. The potential for growth and innovation is immense, and as these trends continue to develop, they will undoubtedly redefine how we experience entertainment and commerce.