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Twitch, the popular video game streaming platform, has launched a new content category called “IRL” for general interest and daily broadcasts.
At the same time, the company announced that it will launch native streaming on the Twitch mobile app next year.
These features extend the form and function of Twitch beyond desktop use and video game broadcasting:
- Expanding on non-game content. Twitch is constantly introducing non-game content to its platform as a way to expand its appeal to audiences and advertisers. Last fall, he launched the Creative channel where broadcasters could show off their artistic talent, and he also experimented with classic series and pilots of Amazon TV shows.
- IRL is a convenient addition to Twitch. The platform’s engaged community—populated by star creators and large loyal fan bases—is the perfect environment for live video, not to mention that Twitch’s predecessor Justin.TV was based on a similar idea to IRL. With this in mind, we can expect IRL to make Twitch a more formidable foe to YouTube.
- Broadcast live on mobile devices. Enabling live video on mobile will keep Twitch competitive with Facebook, Instagram and Twitter, which all have the feature in their apps. More than that, live video represents a huge new use case for Twitch’s mobile app and could help Twitch grow into a bigger force on mobile.
If 2015 was the year brands and advertisers embraced online video, then 2016 will see the medium take the next step as it goes live.
Live video streaming refers to broadcasting in real time to an audience over the Internet. Although the concept of live streaming has been around for years, user-generated content mobile video platforms have only recently begun to make serious waves thanks to improved video quality, faster broadband speeds and improved mobile technology.
Online video has become a key part of the strategic business model for both brands and marketers as they seek more innovative ways to capture consumers’ attention. Creative initiatives and live video campaigns are a way for companies to break through the digital clutter and have emerged as the medium of choice not only for person-to-person sharing, but also for business-to-business (B2C) and business-to-business communications ( B2B).
Brands are increasingly using live streaming to reach audiences. Its importance has grown significantly thanks to significant investments by social platforms such as Facebook, YouTube, Snapchat and Twitter to build and improve their live streaming platforms.
And advertising dollars will likely follow. According to a recent survey by Trusted Media Brands, 88% of agency respondents said they “might” or “definitely” invest in live video advertising within the next six months.
BI Intelligence, Business Insider’s premium research service, has compiled an in-depth report on live video that examines the eruption of online video from both consumer and advertiser perspectives and assesses how live streaming is emerging as the next catalyst for media growth.
Here are some key points from the report:
- Live video streaming will further accelerate the overall share of video content in Internet traffic. Streaming video accounts for more than two-thirds of all Internet traffic, and this share is expected to jump to 82% by 2020, according to Cisco’s June 2016 Visual Networking Index report.
- The value of live video comes from its unique ability to add an authentic human element to digital communication. As a result, brands use three main streaming methods to connect with their viewers: tutorials, product launches, and exclusive behind-the-scenes footage.
- Advertisers will continue to invest heavily in online video, especially as live video becomes more popular. Already in the US, digital video ad revenue reached $7.8 billion in 2015, a 55% increase over 2014, according to the Internet Advertising Bureau.
- While live streaming is still in its early stages, brands are using micropayments, in-play video ads, and direct payments from social platforms to monetize their live videos.
- The success of live streaming video depends on brands overcoming the lack of measurement standards in the space, as well as changes in social media algorithms that affect the content users see.
Full report:
- Examines the eruption of live video streaming.
- Explores the differences between live video hosting platforms.
- It breaks down the successful approaches of both brands and publishers.
- Discusses the unique monetization opportunities that live streaming presents.
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The choice is yours. But however you decide to get this report, you’ve given yourself a powerful advantage in understanding live video streaming.
