May 09, 2022, 08:16 ET
New research highlights increasing consumer consumption of livestreaming video
DALLAS, May 9, 2022 /PRNewswire/ -- Parks Associates' new video research, found in Quantified Consumer: Livestreaming: The Next Hot Video Market, finds 43% of US internet households have livestreamed online content in the past three months, with sporting events by far the most popular type of content. Sixty-one percent of livestreaming users have recently watched a live sporting event online, while newscasts, the second most popular type of content, captured only 36% of livestreamers. Parks Associates' recently published consumer study examines uptake of livestreaming video, the different types of live content that drives consumption, and the platforms and services used for this content.
"Consumers who subscribe to online sports services or those who subscribe to a premium pay-TV sports package are more likely to livestream," said Paul Erickson, Director of Research, Parks Associates. "Right now, sports content is key to drawing and keeping an engaged livestream viewer base. Even with content that benefits from live consumption – such as news and concerts – significantly fewer consumers are livestreaming this content compared to sports. The sports audience is significantly more engaged in livestreaming as a whole."
Parks Associates finds 78% of those who subscribe to an OTT sports service have livestreamed, as opposed to just one-quarter of those who do not subscribe to an OTT sports service. Consumers who regularly livestream content are engaged users. For many, livestreamed content is their primary content consumption. Consumers who livestream estimate that live online content comprises close to half of their total online video consumption. Among heavy livestream viewers, on-demand content comprises just over one-quarter of their online video consumption.
"Offering livestreaming content is an opportunity for services to draw both the highly engaged heavy livestreaming audience and livestream-centric older audiences," Erickson said. "Consumers in the higher age brackets can be difficult to target, but livestreaming is one option that appeals to them, provided the provider delivers the right content."
For more information on Quantified Consumer: Livestreaming: The Next Hot Video Market, contact [email protected]. To schedule an interview with an analyst or to request specific data, please contact Rosey Ulpino at [email protected] or 972-490-1113.
About Parks Associates
Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.
The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.
Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media. http://www.parksassociates.com
SOURCE Parks Associates
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