Livestreaming strategy in a social-video world Work with UGC, not against it

Livestreamed concerts are establishing themselves as complementary experiences, rather than replacements for in-person gigs. A picture of the average livestreamer — older millennials who are entertainment super-consumers — is coming into focus. Now, as the rise of social video coincides with the return of in-person concerts and festivals, user-generated content (UGC) at shows is joining the digital concert mix. Artists, marketing teams, and promoters can work with this development, not against it, by segmenting audiences into three experiences: UGC, the official livestream, and the in-person show, each experience funnelling some of its audience into the next.

Companies and brands mentioned in this report: Amazon Prime, Bad Bunny, Burna Boy, Coachella, Frank Ocean, Gorillaz, Instagram Live, Instagram Reels, iPhone, Kali Uchis, Mandolin, Morgandoesntcare, Netflix, NFL, Sessions, SZA, Taylor Swift, Thursday Night Football, Ticketmaster, TikTok, Twitch, Vyclone, YouTube, YouTube Live, and YouTube Shorts