The number of people across the globe using Facebook Live on New Year's Eve grew by 47 per cent in comparison to the same date 12 months earlier to reach more than ten million, new figures from Facebook reveal.
Three times as many people used the live video feature on December 31st than on any other day that month, with Las Vegas named as the location with the highest overall number of Facebook Live broadcasts on NYE.
Data also shows that the 'wow' emoji reaction was the most used on the night, demonstrating that people were using the function to celebrate the new year together digitally with friends and family around the world.
In a blog post accompanying the data, Facebook explained: "With Facebook Live, people can still be in the same moment, even if they aren't in the same place."
With this feature becoming so much more popular over the past year, it presents an exciting opportunity to brands wanting to extend the reach of their marketing strategies, with the insights provided by the reaction buttons enabling them to see what works best with their audience.