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

Report by Tatiana Cirisano
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20,000 foot view:  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.

Key insights 

  • Livestreaming monthly            penetration almost doubled from            in            to            in            2022, reflecting that            is highest when livestreams are            as a separate experience rather            a replacement
  • Concert livestreamers            to be higher-income, older millennials:                       livestream concerts monthly, as do                      
  • Concert livestreamers            for using YouTube and SVOD            and for paying attention to            types of advertisements
  • Concert livestreamers            for being games and sports            supporting initiatives like sports halftime-show            and in-game concerts
  • Despite being            natives, only            of            and            of            livestream concerts monthly, a gap            may be attributed to life            as well as substituting social           
  • At Coachella            the top            algorithm-recommended TikTok videos            artist performances earned up to            more views than the official            livestreams 
  • Artists and            teams can work with UGC            influencer and superfan partnerships to            on-the-ground content, affiliate ticketing links,            other integrations
  • Every music            has three potential addressable audiences,            via UGC, an official livestream,            the in-person event

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, YouTube Shorts

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