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Interesting Live Streaming Facts & Trends

Created: Oct 21, 2022

Updated: Dec 30, 2024

Live streaming is the ability to broadcast and disseminate video content in real-time. Live streaming is sometimes called Webcasting when it's used for broadcasting a particular event as it happens. Live streaming is also used as a marketing tool to promote an event or company. Live video can be streamed through a desktop, mobile device or TV through various services such as YouTube, Facebook Live and Twitch. Viewers can interact with what's on the screen by commenting, liking and sharing clips on social media channels.

The number of platforms in the live-streaming market has increased dramatically in recent years with the arrival of services such as Periscope from Twitter, Facebook Live from Facebook, and Snapchat from Snap Inc.

Just like TV shows, Millennials and young adults watch live videos. They find it entertaining and informative. YouTube, Facebook Live, and Twitch are all examples of live video platforms.

The viewer's expectation for live streaming is high video quality, videos from brands, and videos from a favourite team. A speaker, performer, or influencer can expect viewers to have higher expectations and will be more likely to produce better content. Brands are becoming more popular because of their exposure through live streaming.

The live streaming market is booming, Different people have different preferences when it comes to watching the video. They watch live streaming on different devices. Twitch is a popular live streaming platform that has been in use for a long time, but now, many people at Twitch also use Microsoft Mixers. YouTube gaming is also gaining popularity among gamers as it provides new gameplay strategies and techniques of popular games. Mobile devices are also a very popular way of viewing live streamed video because they are portable, and it is easier to watch the video anywhere.

For a better understanding, here are some amazing live-streaming stats you must know.

Live Video Streaming Trends: Infographics

live streaming market

Infographic by GO-Globe Bahrain Web Design

  • Traditional TV watching is declining in the live-streaming market but hasn’t gone away completely. 27% of Gen Zers and 34% of millennials watch linear TV daily. But it’s the older generations that are keeping linear TV popular — 38% of Gen Xers and 54% of baby boomers watch linear TV daily.
  • Of the people who still watch traditional TV every day, a whopping 72% consider themselves sports fans. Perhaps the main reason people watch sports is to connect to traditional TV, not to “cut the cord”.
  • Pay-TV subscribers in the United States. It gets smaller every year. Pay-TV companies lost 17. 3 million video subscribers of the company in the second quarter of 2023 with 17 million total subscribers. as 2 million in Q2 of 2022 according to the global automobile industry.
  • Current weekly video consumption on the internet is increasing year by year. Global consumers will watch an average of 17 hours of live video a week by 2023.
  • Online video viewing is growing every year; 92% of internet users watch digital videos weekly, and 27% of internet users watch live-streaming content weekly.
  • Streaming video is also becoming part of our daily routine, 20 adults ages 18-34 in the U.S. of 20% watch streaming video multiple times a day

Live Streaming Apps:

  • Video-first platforms like Twitch and YouTube are still the biggest destinations for live-streaming content. Twitch averaged 2.64 million concurrent viewers watching content in Q3 2022.
  • YouTube was the second-most-used social media platform in Q2 2023 within live streaming market, with an average of 27 hours and 26 minutes per month per user (TikTok was first, with 33 hours and 38 minutes).
  • One of the top content categories for live streaming is video games (although other genres have been steadily gaining speed since 2020). Twitch and YouTube Gaming — the two biggest streaming platforms dedicated to video game streams) had a combined total of 5.488 billion watched hours for gaming content in Q3 2023 alone.
  • YouTube Live had more hours watched in Q2 2023 than Twitch, but Twitch’s gaming content far outstripped YouTube Live’s gaming content: 4.103 billion hours watched for Twitch games content and 1.385 billion hours watched for YouTube Live.
  • The new video streaming platform Kick arrived on the scene in early 2023 and made a splash by racking up one million users in its first few months.
  • Kick also had 167.8 million watched hours in Q2 2023 and surged to an impressive 296.84 watched hours in Q3 2023.
  • When viewers aren’t tuning into video games and esports, they’re also heading to social media platforms to watch live videos. In the U.S., 37% of live stream viewers aged 18-34 used YouTube Live for streaming content. Facebook Live was more popular for people aged 35-54.
  • Overall, the live video does well on Facebook. People spend 3x more time watching a Facebook live video than one that’s no longer live.
  • Live video gets more engagement than pre-recorded videos on LinkedIn too: 7x more reactions and 24x more comments than other videos.
  • On mobile-first platforms like Instagram and TikTok, live streaming is more appealing to younger audiences. Instagram was the most popular platform used to watch live-stream video content among 18-34 year-olds, with 43% of viewers saying it was their preferred platform. TikTok was the second most popular among this age group, with 41%.
  • Live videos are gaining steam on social media, but still not the number-one reason people use social networks. Gen X, millennials, Gen X, and baby boomers all cite keeping up with friends and family as their top reason for using social media, at 46%, 49%, 55%, and 60% respectively.
  • Watching live streams, such as events and shows, is lower on the list of reasons to use social media. Only 24% of Gen Z, 25% of millennials, 22% of Gen X, and 18% of baby boomers said they use social media for live-streamed videos.
  • The live-streaming market still isn’t the most popular type of social media content, but the demand for it keeps growing. It’s the third most engaging type of video content according to users: 37% of social media users find live video content the most engaging type of in-feed content. Short-form videos are first at 66%, and images are live streaming. It still isn’t the most popular type of content on social media, but the demand for it keeps growing. It’s the third most engaging type of video content according to users: 37% of social media users find live video content the most engaging type of in-feed content. Short-form videos are first at 66% and images are second at 61%.

Live-streaming video advertising is a new and cost-efficient way for businesses to interact with their customers, engage them in real-time conversations, and buy products after watching them. The number of marketers planning to use Facebook Live is increasing continuously. Facebook is ready and waiting to be the new home of live video streaming. With more than 1 billion monthly active users on the platform, now would be a perfect time for Facebook Live marketing to go mainstream.

Overview By 2027, it is anticipated that the live-streaming market will be worth $184.3 billion.
In comparison to video on demand, live video garners 27% more watch time per viewing, or roughly 6 more minutes, at 24.41 minutes on average (slightly fewer than 18 minutes)
The live video streaming market is anticipated to reach $149.34 billion by 2026.
With 82.9 million live views, Coachella in 2019 has the most viewers of any live music event.
80% of consumers say they would rather watch a live video than read a blog.
Audience
More than half of people between the ages of 18 and 49 watch very little or no television.
Millennials are the greatest segment of live content viewers, with 63% of them routinely watching live-streaming videos.
In the US, the majority of young adults who watch TV do it via online streaming.
Ages 18 to 34 make up 55% of Twitch users.
Around 40% of computer and mobile viewers are 13–34 years old
47% of live streaming video viewers worldwide are watching more live videos than a year ago
Viewers Expectation
When watching a live stream, 67% of viewers feel that the most critical part is the quality of the video.
OTT platforms are at risk of losing roughly 25% of their revenue by using content of lower quality
When watching a live stream, 67% of viewers feel that the most critical part is the quality of the video.
OTT platforms are at risk of losing roughly 25% of their revenue by using content of lower quality
Buffering is down 41%, video start failures are down 33% year over year, and picture quality is up 25%.
85% of viewers prefer more brand videos.
67% of viewers of live streams bought tickets to the same event the following time it was held.
How Viewers Watch
In the US in 2020, 232 million individuals used all types of devices to watch streaming or downloaded video.
The average daily time spent watching videos on mobile devices is 16 minutes.
The majority of Millennials (56%) use smartphones for watching live video, while 44% say they prefer a tablet.
Mixer, a streaming service from Microsoft, saw a 149% increase.
Twitch features more than 500,000 active daily streamers, 3 million content creators, and more than 15 million unique daily visitors.
52% of live stream watchers prefer to watch ad-supported content to subscription-based content.
Content Types The most popular Twitch streaming category is games.
In the US, 86% of live streaming is from sporting events.
Tfue, who outperformed Ninja and Shroud in terms of popularity, had more than 87 million hours of live-streaming viewers in 2019.
51% of live video material streamed on mobile devices is user-generated content.
Video Streaming for Business
For business presentations, live video is used by 55% of companies.
65% of companies claim to have live-streamed to several locations.
For live, exclusive, or on-demand videos from their preferred presenter, 45% of audiences are willing to pay.
54% of consumers would like to see more video content made by the brands they support
29% of businesses stream or broadcast live video every day, with 53% doing so at least once a week.
Live Video Streaming for Marketing
When Millennials shop online, over 75% agree that watching videos helps them compare products.
35% of marketers use live video, up 20% year over year.
32% of marketers intend to include Facebook Live in their approach to video marketing.
Eighty per cent of people prefer watching live videos from brands to reading their blogs.
82% of viewers feel live streams are preferable to a brand's social media updates.
For long-form videos, ad views have increased by 27%, while for short-form videos, they have increased by 20%.

User Focused Live Streaming Statistics

The current growth of the video streaming industry is jaw-dropping. As per the live streaming stats of 2024, the current live streaming market valuation is about $670 billion. In 2023, this market was projected to surpass $2.49 trillion by growing at a compound rate annual growth rate of 17.8%.

Streaming Platforms With Most Users

Among the largest streaming platforms, Netflix stands at first with over 260 million subscribers. The second one is Disney+ which has 157 million subscribers as of May 2023. Amazon Prime Video is third with over 165 million subscribers as of 2024. 

Subscription Trends and Usage

Here’s a look at the growth in video streaming subscriptions and TV usage:

Proportion of US Households with Streaming Subscriptions

Year Proportion of Subscriptions (by Household)
2015 52%
2017 64%
2018 69%
2019 74%
2020 78%
2021 78%
2022 83%
2023 83%

Digital Media Usage by Month and Year

As per the live streaming statistics, With the rise of digital media usage, the consumption of platforms in the live streaming market has increased drastically. 

Here is an overview of digital media usage over the years, which has a strong impact on live streaming stats

Month, Year Streaming Cable Broadcast Other
Dec, 2021 27.7% 37.3% 26.1% 8.9%
Jan 2022 28.9% 35.6% 26.4% 9.1%
Feb 2022 28.7% 35.4% 26% 10%
Mar 2022 29.7% 36.9% 24.9% 8.4%
Apr 2022 30.4% 36.8% 24.7% 8.2%
May 2022 31.9% 36.5% 24.4% 7.2%
Jun 2022 33.7% 35.1% 22.4% 8.8%
Jul 2022 34.8% 34.4% 21.6% 9.2%
Aug 2022 35% 34.5% 22.1% 8.5%
Sep 2022 36.9% 33.8% 24.2% 5.1%
Oct 2022 37.3% 32.9% 26% 3.8%
Nov 2022 38.2% 31.8% 25.7% 4.3%
Dec 2022 38.1% 30.9% 24.7% 6.3%
Jan 2023 32.8% 30.4% 24.9% 11.9%
Feb 2023 34.3% 30.2% 23.8% 11.7%
Mar 2023 34.1% 31.1% 23.3% 11.6%
Apr 2023 34% 31.5% 23.1% 11.5%
May 2023 36.4% 31.1% 22.8% 9.7%
Jun 2023 37.7% 30.6% 20.8% 10.9%
Jul 2023 38.7% 29.6% 20% 11.6%
Aug 2023 38.3% 30.2% 20.4% 11.1%
Sep 2023 37.5% 29.8% 23% 9.6%
Oct 2023 36.6% 29.5% 24.6% 9.3%
Nov 2023 36.1% 28.3% 24.9% 10.7%
Dec 2023 35.9% 28.2% 23.5% 12.5%
Jan 2024 36% 27.9% 24.2% 11.8%

Sources:  Nielsen, Leichtman Research Group, Statista, Forbes, EarthWeb

User Preferences and Viewing Habits

As per the survey, here is what most of the users look into streaming platforms before purchasing a subscription: 

Video Streaming Attributes Proportion Who Think it is Important
Cost 84%
Ease of use 81%
Variety/availability of content 79%
Streaming/playback quality 77%
Speed (menu selection, loading content) 74%
Accessibility/search of desired content 71%
Availability across devices 58%
Resolution available (4k Ultra HD, HD) 56%
Skipping ads features 52%
Ad-free 48%
Content available for downloading/offline 40%
Menu Recommendations 38%
Content available live 37%

Regarding advertising preferences:

Here is what features of streaming platforms attract the users most:

Feature Percentage of users
Shorter ad break 43%
Ability to earn rewards 42%
Shorter ad length 41%
Single ad in a break 41%
Target ads 34%
Short ads from sponsor 33%
Categories you choose 33%
Time countdown 31%

Generational Differences in Video Streaming

Below is the overview of the generation of users and how they interact with the streaming platforms. 

Generation Cancelled SVOD in the Last 6 Months Cancelled Then Renewed in Last 6 Months
Gen Z 57% 38%
Millennials 62% 43%
Gen X 43% 20%
Boomers and older 24% 7%
Average 44% 24%

Notable, Millennial user bases mostly make changes in their subscriptions. On the other hand, boomers don’t take much interest in making any changes. 

Binge-Watching Trends Among Generations

Here are the habits of users under various age brackets and their activity among streaming platforms. 

Age Bracket Binge-watchers Non-binge watchers
13-17 years 60% 40%
18-29 years 69% 31%
30-44 years 70% 30%
45-64 years 62% 38%
65+ 41% 59%

Generational Differences in Video Streaming Subscription Changes

When it comes to altering their video streaming subscriptions, generational preferences vary significantly. 

Notably, Boomers and older generations are the least likely to make changes compared to younger age groups.

Breakdown of Subscription Changes by Generation

The following table shows how different generations have adjusted their video streaming subscriptions in the past 6 months:

Change Made Gen Z Millennials Gen X Boomers and Older Average
Cancelled a paid subscription to save money 30% 32% 30% 15% 26%
Switched from paid to free ad-supported service 21% 31% 19% 8% 19%
Signed up for a bundle to lower costs 17% 18% 14% 4% 13%
Added a new paid subscription to replace costly activities 13% 15% 14% 6% 12%
Switched from ad-free to ad-supported subscription 16% 18% 10% 4% 11%
Made at least one change 54% 66% 51% 25% 47%

So, all of these stats of the live streaming market clearly show that young users love to make a lot of changes in their video streaming subscriptions. On the other hand, older ones are mostly happy with the current choices they have made. 

How GO-Globe Empowers Businesses to Build Engaging Content to Grow In Live Streaming Market

In the growing live streaming market, many organizations realize that a direct-to-audience strategy is a more effective key for reaching target audiences in real-time. To create tremendous high-quality, engaging live-streaming content that can elevate a brand's online presence, businesses need to work with experts who have an understanding of their strategies and processes. From conceptual planning to the technical execution of a plan, GO-Globe has crafted its services to help businesses overcome all realms of the live-streaming landscape in effect.

Whether it is hosting a new product launch, facilitating a virtual event, or giving an in-house look into the way brands work, GO-Globe can pull off creating engaging content with audiences and build brand loyalty.

Customized Content Strategy for Effective Live Streaming

At GO-Globe, these three main areas of content strategy, technical support, and audience engagement are the focus points of live streaming content. Every live stream is properly matched with the objectives specific to each client, ensuring that the content aligns with the brand's messaging and reaches the right target audience.

We begin by consulting with the client to determine what core message the stream should bring out. What are the objectives and themes the content is meant to communicate? To educate, entertain, or inform, GO-Globe's team of experts develop a customized strategy that will help achieve the aims and take advantage of this rapidly growing live streaming market.

 Ensuring Technical Excellence for High-Quality Live Streams

Technical excellence is the core of the service at GO-Globe. Live streaming requires very high production standards to keep viewers and GO-Globe ensures that their clients will benefit from reliable, visually appealing, and professional streams. We put everything in place from the right equipment to the live broadcast to go smoothly and engage the audience.

Our technical team can make use of the latest streaming technology that provides stable connections, crisp visuals, and clear audio. Through the support of GO-Globe, businesses can show their live streaming content less going the way live broadcasts characteristically do.

Engaging Viewers Through Real-Time Interaction

Among the things that GO-Globe emphasizes is interaction with the audience. Live streaming can enable businesses to connect in real-time with their audience, and GO-Globe always advises clients to use this feature in its totality. Through live Q&A sessions, polls, and comments, businesses can interact with the target audience directly, making the viewer valued and respected. 

The engagement by the business will make the viewer experience better and increase the likelihood of returning viewers for subsequent streams. The success of such a community can be ensured through proper guidance to clients as they come to understand and apply such engagement tactics for live streaming content on GO-Globe.

Transforming the Live Streaming Market for Businesses

In summary, GO-Globe’s end-to-end services equip businesses to leverage the live-streaming market effectively, making it possible to reach broader audiences and strengthen brand connections. From strategic content planning to technical execution and real-time engagement, GO-Globe provides the support needed to make live streaming a powerful tool for any business.

With their expertise, clients can create live streaming experiences that are not only engaging but also aligned with their brand’s goals, ensuring every stream leaves a lasting impression on the audience.

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