Most millennials in the US have watched live streaming video online, something marketers are beginning to take note of.
Figures from UBS Evidence Lab collected late last year show nearly two-thirds (63 per cent) of web users aged between 18 and 34 have watched live video. The figure stood at 53 per cent for 13 to 17-year-olds, but fell among older demographics, with just 12 per cent of those 55 and over doing so.
As a result, many markets are looking at how to make use of this growing medium to reach consumers. "Many marketers are experimenting with live video, even if they’re not yet sure how or if they’ll be able to monetise it," explained analyst at eMarketer Paul Verna.
He added that while it can be difficult to generate revenue from consumer-uploaded video streams, "content from publishers and brands offers more potential".
Live video streaming is now available across many platforms, with Snapchat, Instagram, Facebook and YouTube all offering variations of the service.