The first widely recognised video streaming platform was launched in 1997 by Chase Norlin and was called ShareYourWorld.com. It was the first online video site that let users upload files in different types of video formats that could be shared online with other users.There was a wide variety of different raw unedited content that appeared from videos of a favourite pet to family holidays and it became very popular. There was no business model to support video sharing and massive issues with bandwidth. Users would load up videos from their camcorders in the original format. It eventually closed in 2001. It was the predecessor to sites such as YouTube and many of the other online video platforms where live content is shared and enjoyed at present.
The Impact Of Live Streaming On Content Consumption
In the past decade video streaming has advanced in leaps and bounds and it is estimated that 82% of internet traffic in 2025 will be from videos. Live streaming is changing how users interact with content. No longer do users need to wait for hours or even days in a queue to hopefully buy tickets and then go to a physical location such as a concert or music festival to enjoy a performance. Live streaming means that millions of viewers around the globe can enjoy an immersive experience without leaving the comfort of their sofa.
Live streaming has created a massive change in the way that consumers enjoy different forms of content and different platforms such as YouTube Live, Twitch, and Facebook GamingContent Creation have been instrumental in this evolution. Research shows that when consumers were forced into lockdown during the Covid-19 pandemic that they spent a lot of time in front of computer screens and online platforms such as Facebook and YouTube had an increased number of live viewers during this time. As a result, individuals now prefer to receive information in video format.
The global live streaming industry is continuing to expand rapidly and it is estimated that it will be worth $534 billion in 2030 up from $126.4 million in 2024.
In the digital age there has been a significant shift in consumer behaviour which means that the way that they interact with brands, experience products and services, and make decisions about a purchase have all changed. This is due to the massive amounts of information that is now available on the internet which means the old concept of linear shopping has been replaced by a complex and dynamic process where consumers can research, compare and find the best product to suit their needs with the massive amount of information that is available to them online.
This has also created a new set of consumer expectations and livestream e-commerce is gaining traction offering shoppers an engaging and interactive shopping experience. Consumers now make many purchase decisions based on information and advice that has been offered about a product by influencers who will engage in product demonstrations and highlight the features, benefits and functionalities of different items.
Consumers also place a higher level of importance in connection with a brand as well as the social interaction that they can enjoy during the shopping experience. While live stream commerce can help consumers make informed purchasing decisions it can also have the downside of causing them to make impulse purchases and then experiencing a feeling of remorse for that purchase.
New models of revenue have been created for online content creators through online subscriptions, sponsorships, direct donations, pay per view, live auctions and live stream shopping as well as advertising revenue by running ads during their broadcasts which can reap considerable financial rewards depending on the size of their audience.
There has been an increase in users who look for niche content that addresses a specific topic that is part of a larger topic. With the amount of content on the internet, niche content is being used more and more as it is time efficient and helps consumers find answers in an effective, precise, and streamlined manner making it more time efficient. Live streaming is perfect for niche content because it engages real time audiences so that questions can be answered immediately and provide quick solutions for consumers.
Traditional media has been disrupted through the delivery of content that can be accessed and consumed instantly. Unlike traditional viewing mediums such as pre-programmed television, viewers have more freedom as they are not required to watch a programme at a specific time. Viewers feel more engaged with live streamed programmes and enjoy the personalised experience of being able to interact with content creators, experience real time engagement, share content, and comments, which all foster a sense belonging to a community, something that traditional media is unable to achieve.
Millennials and Gen Z have indicated that they spend more time watching user generated content and interacting on social platforms than watching TV. They also said that they would be more inclined to watch a film if it featured their favorite online creator rather than a famous actor or actress.
Live streaming also offers real time feedback and will adapt to its audience through the use of live chats where the audience and the content creator can share thoughts, ideas and give instant feedback. Live streamers can create more audience engagement by asking the audience to vote or share opinions on a nominated topic and which can ultimately guide the direction of the live stream. These methods create greater user engagement and are an effective way for the content creator to promote products and build a deep connection with their customers.
Interactive gaming has also been significantly impacted through the use of live streaming. It has transformed how players review, play, and consume gaming content. Players can now enjoy gaming in real time where they can interact with other players which creates a gaming environment that is more interactive, social, and immersive This especially true for online casinos who now offer live versions of traditional games where a real time live dealer will deal out the poker cards, spin the roulette wheel,or host the live game show which means that online platforms can offer a genuine bricks and mortar experience for their clients.
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