Global IAB Research: Live Video Streaming

Posted on: Tuesday 19 June 2018

Consumer research highlighting the growth and widespread adoption of live video streaming

Share this

Led by IAB US, 21 countries participated in the research and 4200 ‘live video streamers’ were recruited, 200 in each country.

The key objective of this study was to gain a better understanding of consumer experiences with and attitudes towards live video streaming. In particular, to uncover trends in device usage (e.g. mobile, desktop, connected TV), platform preferences (e.g. social, skinny bundle, etc.), content preferences (e.g. sports, news, events, etc.), and consumer perceptions of advertising experiences during live video streaming.

This research provides brand marketers and publishers with a global benchmark and insights into the value of live streaming to engage with audiences around the world.

Key findings:

  • Video content is in demand – and appears set to grow further

  • Smartphones facilitate frequency of access – but do not command the most screen time 

  • Social platforms are the key source of live video content and TV is the most popular type of live video content accessed

  • Nearly two-thirds of viewers plan to live stream the 2018 World Cup globally while roughly half plan to watch video recording of it online or on TV

  • Consumers in most countries prefer free, ad-supported live video streaming over subscription services

  • Consumers interact with advertising whilst live streaming and it can build brand presence

  • Live streaming is a daily activity that provokes social interaction

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

Share this

Related content

Person at computer working

UK SMEs among most digitally savvy in Europe, according to Facebook

Over half of British SMEs make more than 25% of their sales online, with female-led SMEs leading the charge according to Facebook’s new survey, conducted...

Learn more
podcast

IAB UK Connected | Season 2 Episode 3: The value of our ears, with Spotify's Marco Bertozzi

Learn more
Stock

Do More, Click Less: How mobile marketers can get ahead with automation

Adjust’s Andy Chandler explores the automation possibilities available to mobile marketers and why digital campaign management needs to be brought into...

Learn more
Stock

The Programmatic Potential for Digital Out of Home

Hear from Talon Outdoor on the programmatic potential for digital out of home, and why the future lies in tailored ad tech solutions rather than retro...

Learn more

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.