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