Consumption of live streaming content in the US increased amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 06, 2021, 3:25 AM UTC

Facebook, Instagram, and TikTok are the biggest live shopping social media networks currently.

COVID-19 boosted live streaming with Americans consuming 24% more live-streamed content on social media since March 2020, as per eMarketer. Twitch, where video game streaming accounts for most of the platform's streamed content, grew significantly amid COVID-19.

With live tools like Premieres, many of YouTube's creators added live streaming to their posting plans. During COVID-19, live broadcasting on Facebook and Instagram also grew substantially. The usage of Instagram's Live tool increased up to 70%.

As new audio networks like Clubhouse, Twitter Spaces, and Spotify Greenroom have surfaced, social audio has become a subcategory of live streaming. In January 2021, short-form videos (16%), pre-recorded long-form videos (14%), and live streaming content (13%) were the most popular content types among US teens and adults.

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