SOM 702 Live Streaming Final Project

1. The Past,
Present and
Future of Live
Streaming
Cynthia McDaniel
SOM 702 Social Media Marketing
Thomas Edison State University
Dr. David Castle

2. real-time, live video
to an audience over the
internet
Live
Streaming

3. Employees from Xerox PARC (California) broadcasted a gig
over a network called Mbone, which was watched as far away
as Australia. This was the very first instance of live streaming
both audio and video.
1993
RealNetworks developed the first media player capable of
live streaming called RealPlayer. The company hosted the
first public live stream - a baseball game between the NY
Yankees and the Seattle Mariners.
1995
The first-ever presidential webcast was held at George
Washington University in Washington DC. The event
included Bill Clinton and was produced by Excite@Home
Network and the Democratic Leadership Council.
1999
The Beginning of Live Streaming
Ready

4. YouTube hosted its first live event, named YouTube Live. It
was live streamed from San Francisco and Tokyo at the same
time and featured interviews and musical performances.
2008
Twitch.tv launched a new streaming platform designed for
video games. Twenty years ago it didn’t seem obvious that
this idea was even remotely profitable. However, just two
years later, Twitch had more than 45 million viewers per
month and now has 26.5 million viewer DAILY!
2011
Twitter acquired the live streaming application Periscope.
2015
The Rise of Live Streaming
Set

5. Both Facebook and Instagram begin live streaming services
2016
More than 1/3 of all internet users were gaming or social live
streamers.
2019
COVID-19 ushers in a Streaming Boom including:
Virtual NFL draft, Nasa and SpaceX’s launches, more than
3.3 trillion Zoom meetings
2020
The Modern Era of Live Streaming
GO!

6. Live health & fitness
videos increased
1300% in minutes
streamed
1300%
Live stream events
increased 300%
300%
Live Streaming Statistics: April through August 2020
Live eLearning videos
increased 980% in
minutes streamed
980%
980%
The COVID-19 pandemic had many of us
staying home. With social activity restricted,
people began to feel disconnected.
People looked for new ways of
connecting
Live streaming serves to connect
people
Who is now live streaming:
● Concerts
● Religious services
● Exercise classes
● Retailers
● Conferences, showcase events and
product launches

7. Why Customers Prefer Live Streaming
56%
News
56% of most-watched live
content is breaking news.
43% are conferences
& concerts.
74%
Shopping info
74% of millennials
found live video helpful
when comparison
shopping.
80% Connection
80% of audiences would
rather watch live video
from a brand than read
a blog.
63% Human Touch
63% of users feel that it
promotes a more authentic
interaction & brings a human
touch to the audience.

8. Live Commerce
Taobao Live, the live-streaming unit of e-
commerce giant Alibaba, recorded sales of
$6 billion during the Singles Day shopping
event held in November 2020.
Coresight Research
forecasts that by 2023,
U.S. e-commerce
livestreaming will
generate $25 billion in
sales.
A Tommy Hilfiger
livestream show in
summer 2020 attracted
14 million viewers and
sold out of 1,300
hoodies in two minutes
$$ $$
a combination of live streaming and online shopping

9. 1
Tutorials
Tutorials, such as makeup
demonstrations hosted by models,
are effective not only in showing
audiences how to apply or use a
specific product but also in
suggesting how to combine it with
other products, opening up cross-
selling opportunities.
3
Behind the Scenes
“Behind-the-scenes” videos offering
the inside story of a product or
company help build brand image and
loyalty in a target segment—an
ethical fashion retailer, for instance,
might showcase its sustainable
supply chain to environmentally and
socially conscious consumers.
2
Interviews
Interviews with a big name or
influencer from a relevant segment
feel more personal, authentic, and
genuine than product launches and
can be good for building awareness
and driving traffic.
Which Live Stream Format Should You Use

10. Benefits of Live Streaming
1 2 3 4 5
Wider Variety of
Content Use
Video
Monetization
Unlimited Range Bigger Audience
Analytic
Tracking
Streaming provides
the ability to
repurpose content in
a variety of ways.
Repurposing your
live streams into on-
demand content can
maximize
viewership.
Monetization of live
stream events has
increased. Charge
viewers to watch the
live stream or sell
sponsored ads
Making your in-
person events
available for remote
attendance is a great
way to widen your
business or
organization’s reach.
Physical events are
usually limited to the
space available at
the venue. With live
streaming you can
invite as many
people as you like to
“attend” your event.
Data such as viewer
numbers,
engagement, and
behaviors, will help
identify more clearly
who the audience
really is.

11. Headlines Read: Live Streaming Is Here To Stay
Mercury
Covid-19 Will Go, But
Streaming Live Theater Is
Here to Stay
The pandemic forced
live events to go virtual.
It may change access to
entertainment forever.
How the Pandemic Revealed
the Power of Live Video
The livestreaming boom
isn't slowing down anytime
soon. Live Streaming video
is not going away.

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Hendricks, D. A. (2013, May 8). The Complete History of Social Media: Then And Now - Small Business Trends. Small Business Trends.
History of Streaming Media | Wowza Media Systems. (2021, April 8). Wowza Media Systems.
How Retailers Are Selling Through Livestreaming | Square. (n.d.). Square. https://squareup.com/us/en/townsquare/how-retailers-are-livestream-selling
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References