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State of the live streaming nation Reframing the format post-lockdown

Report by Tatiana Cirisano
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The 20,000 foot view:  The loss of touring income during the global pandemic spurred fast growth in a previously niche concert live streaming ecosystem. However, as the world begins to re-open and physical touring resumes, the live streaming industry is encountering a new set of challenges – as well as potential opportunities. Going forward, the sector must specialise and reposition its value with new use cases. There will be no one-size-fits-all approach for live streaming in a post-lockdown world, but, instead, a diverse range of flexible models serving different segments that will move far beyond the narrow context of ‘live streaming’. While artists at all levels can find value in virtual concerts, a new class of emerging, digitally native artists may be best positioned to take advantage of the format.  

Key Insights

  • Live streaming            remained stable as lockdowns lifted,                       penetration in            2021 compared to                       2020
  • Live streams            transitioned from free to paid,            the percentage of ticketed live            grew from            in April 2020                       in November 2021
  • Live streamed            behaviour is varied and sophisticated,                       of those who viewed a            streamed concert in the prior            months watching music events within            and            watching live streamed concerts           
  • However, the            of consumers are watching live            concerts for free, as only            those who watched one in            prior three months paid to            so and            bought merchandise during
  • More than            of all virtual concert demand            Bandsintown is concentrated in the            five hundred artists
  • The average            of upcoming live streams listed            Bandsintown between March and November            from            in 2020 to            in           
  • As the            receded, ticketed virtual concert revenue            from            billion in the first            of 2021 to            million in            second 
  •  The crowded            streaming sector is consolidating with            companies that reposition their value            identify new use cases that            best placed for life after           
  • A new            of digitally-native, emerging artists may            best equipped to take advantage            live streaming as an alternative            the small-venue touring circuit
  • Virtual concerts            to generate between            billion and            in 2022, and up to            annually by 2028

Companies and brands mentioned in this report :Bandsintown, Bulldog Digital Media, The Carbon Trust, Coldplay, Deezer, Dreamstage, Driift, Dua Lipa, Facebook, Fortnite, Instagram, Isaiah Rashad, Kevin Kelly, Live Nation, LiveXLive, Mandolin, Marc Anthony, Moment House, NoonChorus,, Patreon, Roblox, Sessions, Spotify, StageIt, TikTok, Trivium, Twenty One Pilots, Twitch, Veeps, VNUE, YouTube

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