The UBS Evidence Lab published a report showing that the percentage of live video watchers decreased in the second half of 2016. They took surveys in November asking internet users whether they are watching live videos and the percentage decreased by 2 percent from that recorded in June.
Only 36 percent of internet users declared they watched live videos in November. The majority of the channels broadcasting live videos faced a decrease of users between June and November. However, Facebook was the only one displaying an increase. Facebook live video viewership increased from 14 percent to 17 percent in the second half of the year.
YouTube was Facebook’s main rival but, over the last six months, it fell on the second place. In June, they were the leaders of live streaming, with 21 percent of their users declaring to watch live videos using the platform. However, the percentage dropped to 16 percent. Snapchat occupies the third place, but they also faced a decrease of 2 percent in users.
Paul Verna, senior analyst at eMarketer, declared that the declines were not meant to show poor live content or services of streaming, but it was rather due to the low popularity of such videos. Also, he commented on YouTube’s presence on the list on such a high place. Most of the content found on YouTube is archived, therefore Verna thinks that the respondents might have misinterpreted the concept of live streaming, this causing YouTube to score so high.
The big winner of this survey remains Facebook. All the efforts they have put out are now being gratified by the increasing number of live video viewers. They introduced the Live Video feature in December 2015 and continued to improve and introduce new features to this service of streaming throughout the year.
The latest Facebook feature regarding video viewing is the newly introduced video tab where users can browse more easily through all the videos in their newsfeed. This promises to be a successful idea and it might increase live video viewership even more.
The live video “market” is in continuous growth. Social media is the domain of millennials, who prove to be the main consumers and creators of live video. UBS statistics show that 63 percent of them regularly watch live videos while 42 percent create it.
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