Looking for live streaming statistics for 2021? In this blog post, we’re unpacking the most relevant statistics available.
But this is more than just a collection of figures. This post tells the story of live streaming and how it’s influenced the world in 2020.
The way we exercise, choose entertainment, work, and participate in religious and spiritual gatherings has evolved. Devices and platforms we use to live stream content and the ways we connect with brands and consumers have also transformed.
Live streaming has become a powerful, must-have connector that is more valuable than most know.
Click to view a specific category, or keep on reading for our top live streaming stats for 2020:
- Top 9 Live Video Streaming Statistics
- COVID-19 & Live Streaming Statistics
- Live Streaming For Brands Statistics
- Challenges Live Streaming Presents
- Live Streaming Audience Behaviors
- Live Streaming and Subscription Services
- Social Media Live Streaming Statistics
- Online Gaming Live Streaming Statistics
- Live Streaming and Faith & Spirituality
Top 9 Live Video Streaming Statistics for 2020
Live video consumption is on the rise. A pandemic has swept-over the world forcing industries to adapt and monetize live streaming at lightning speed, and the Middle East and Africa are in the lead with the most live social streamers.
Here are the top live streaming stats that show how live video shaped the world in 2020:
Top Live Streaming Statistics
- In March 2020, 56% of U.S. and U.K. live streamers planned to consume live video after the coronavirus outbreak. (GWI coronavirus Research March 2020)
- Younger consumers have taken to live streaming in the last few months due to coronavirus. 34% of GenZ’s used social media to keep up with news and current events. (GWI Flagship Report 2020)
- 23% of consumers plan to continue watching more videos post-outbreak. (GWI Flagship Report 2020)
- 34% all internet users were gaming or social live streamers in March and April 2020 (GWI 2020 Live Streaming Trends)
- The middle east and Africa have the most live social streamers in the world. (GWI 2020 Live Streaming Trends)
- Live streamers are more interactive with brands and want greater influence over them. (GWI 2020 Live Streaming Trends)
- Live stream events, on average, welcomed 20% of live streamers who couldn’t attend in-person events due to coronavirus (GWI 2020 Live Streaming Trends)
- People want live stream events to mirror in-persons events. 38% want to see favorite performers, 36% want high definition video, and 33% don’t want ads. (GWI 2020 Live Streaming Trends)
- Live streaming events increased by 300% between March to August 2020. (NulledMedia)
Infographic of the Top Live Video Stats for 2020
This infographic highlights the top live streaming stats mentioned above.
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<p><img src="https://www.uscreen.tv/wp-content/uploads/2020/10/uscreen-top-live-streaming-stats-2020-ig.png" alt="Top 9 Live Video Streaming Statistics for 2020" width="750" border="“0”"><a href="https://www.uscreen.tv/blog/live-streaming-statistics/"> Top 9 Live Streaming Statistics for 2020 [Created by NulledMedia]</a></p>
Download full infographic here.
How COVID Supercharged Live Streaming
The COVID-19 pandemic has had an impact on virtually every industry you can think of. It’s changed the way we learn, exercise, watch, and enjoy culture.
One of the major side-effects of the pandemic has been the rapid adoption of live streaming and online video. Why?
Because when in-person connection and attendance is taken from you, live streaming gives you the next best things.
Here are the key COVID-19 live streaming statistics, that give a powerful insight into how the industry has changed in just a few short months…
- Searches for live streaming platforms increased by 3x-5x from before March 2020 (pre-COVID) and after March 2020 (During the COVID-19 outbreak) (Google Trends)
- Watch time for live content is up 250% (Think with Google).
- 44% of Brazilians used smart TV and media streaming services due to the COVID-19 pandemic. (GlobalWebIndex)
- 11% of Japanese surveyed turned to smart TV and mobile devices in March 2020. (GlobalWebIndex)
- In March 2020, 22% of people in the U.S. and U.K. started streaming more live video since the outbreak, with 27% being male and 16% being female. (GWI coronavirus Research March 2020)
- 20.6% of survey respondents want to see theatre shows delivered via live stream, while 42% want more live music concerts and sports events. (GlobalWebIndex)
- 50% of consumers in most countries spent time watching news coverage from home. (GlobalWebIndex)
- Time using messaging apps, social media, and watching SVoD content grew by more than 20% globally. (GlobalWebIndex)
- Boomers and Gen Xs watched more broadcast TV, while Gen Zs and Millennials spent more time streaming. (GlobalWebIndex)
- Mid-March of 2020 saw increases of 44% in streaming time. (Digital TV Europe)
- Lockdowns lead to an increase of 60% in streaming during business hours in Spain. (Diario Jaén)
- From January to March 2020, SVoD viewing in the U.S rose by 40% on average compared to the previous months. (Reelgood)
- The number of paid subscription video-on-demand (SVoD) users worldwide is estimated to grow to 47 million by the end of 2020. (Digital TV Europe)
- 68% of U.S. Disney Plus viewers who practiced social distancing increased their usage of the platform, while Netflix and Hulu user viewing grew by 66% in March 2020. (nScreenMedia)
- Time spent streaming TV and video grew by more than 40% in Austria and Spain, and by 32% in Germany during the weekend of March 13 to 14, 2020. (Bloomberg)
- 79% of U.S. households watch ad-supported and paid streaming services, compared to 76% who say they did so 6 months ago. (Think with Google)
- Free calling and messaging app Line generated approximately $6.78 million in June 2020 in the Apple App Store. (Airnow)
- 29% of people in the U.S. and 22% in the U.K. expressed interest in seeing live streaming virtual performances during the coronavirus disruption (GWI coronavirus Research March 2020)
- 27% of U.S. and U.K. respondents would like to see more DJ sets live streamed. (GWI coronavirus Research March 2020)
- Health and fitness verticals saw the most rapid adoption of live videos, with over 1300% increase in minutes live streamed, between March to August 2020. (NulledMedia)
- eLearning saw an increase of over 980% in minutes live streamed between March and August 2020. (NulledMedia)
- Yoga and Meditation verticals saw an increase of 392% in minutes live streamed between March and August 2020. (NulledMedia)
- Consumers are watching more live events with an increase of 20% in live videos watch time between March and August 2020. (NulledMedia)
- The number of live events grew by 1468% between January and August 2020. (NulledMedia)
- The number of live streaming events has increased by 300% between March to August 2020. (NulledMedia)
Live Streaming Stats For Brands
Brands jumped at the opportunity to engage with consumers like never before. With the help of OTT live streaming services, reaching new and larger audiences is faster and more efficient.
And for some consumers, free, ad-supported content is favored over subscription content.
- Nearly 80% of marketers recognize video (including TV, digital video, social video, and OTT video) as an increasingly important medium. (4CInsights)
- 52% of live stream viewers prefer free, ad-supported content over subscription content. (Interactive Advertising Bureau)
- Influencer marketing engagement is enhanced with live event video campaigns receiving twice the amount of video usage over the previous year. (RythmOne)
- 23% of respondents indicated that live streaming is the most effective tool for marketing trade shows. (The Social Effect)
- 66% B2C content marketers. predominantly from North America, used live streaming as part of their content marketing strategy. (Content Marketing Institute)
- By 2023, brands are expected to spend more than $100 billion on video content. (Forrester)
- China leads the world when it comes to using live streaming for e-commerce. Taobao generated more than $15.1 billion in gross merchandise volume in 2018 using live streaming. (Alizila)
- Out of the marketers who use video, 32% plan to add Facebook Live to their strategy in 2020. (Wyzowl)
Challenges Live Streaming Presents
As more people access new OTT apps and consume more live video, concerns about the quality of streaming services have surfaced. Some believe that OTT TV is a stable solution, while online video providers struggle to predict demand.
- Fewer than 1% believe that OTT TV is inherently unsuitable for live streaming. (Digital TV Europe)
- 50% of online video service providers find difficulty in predicting demand. The need to secure adequate bandwidth to cope with peaks in demand is considered a significant challenge when live-streaming major events such as sports tournaments. (Digital TV Europe)
- Over 50% of online video service providers identified overcoming latency as a challenge when streaming time-sensitive sports events. (Digital TV Europe)
- 38% of online video service providers identify the need to address multiple players and DRM technologies as a very significant challenge. (Digital TV Europe)
- Predicting demand and the resulting threat that registration for live streams could be overwhelmed is a significant challenge for 38% of online video service providers. (Digital TV Europe)
- Two-thirds of online video service providers identify ensuring enough delivery capacity and bandwidth for high-quality viewing without buffering a very significant challenge.(Digital TV Europe)
- OTT video services delivering average or poor-quality experiences are losing as much as 25% of their revenue. (Concentric)
- Bitmovin found that OTT video services delivering average, poor-quality experiences are losing as much as 25% of their revenue. (Bitmovin)
Live Streaming Audience Behaviors
Consumer live streaming has exploded in the last 2 years. Much of this growth has been supported by the rise of OTT apps. On average, people are consuming more live video than a year ago, and that means fewer viewers for traditional TV.
- As of 2018, 80% of the population have reported using either a streaming service or an app to watch online video during an average week. (Nielsen)
- 36% of viewers report that OTT or online video is their go-to source for entertainment. (Hub Research)
- 67% of consumers were streaming live video worldwide by the end of 2018. (Interactive Advertising Bureau)
- In Q3 of 2018, ad views on live streaming grew 59%. (FreeWheel)
- 88% of consumers struggle with finding video content on streaming platforms. (PwC)
- 47% of live streaming video viewers worldwide are streaming more live video compared with a year ago. (Interactive Advertising Bureau)
- 44% of consumers watch less live TV as a result of live streaming. (Interactive Advertising Bureau)
- Users watch live video 10 to 20 times longer than on-demand content. (Forrester)
- 70% of consumers who live stream do so at least once a day (Interactive Advertising Bureau)
Live Streaming and Subscription Services
Where cable has been a staple for many, the rollout of broadband internet has made the cable less appealing.
More consumers are ditching it for OTT services that stream to TVs, while the remaining few are holding on because cable is a little more affordable and until they have the opportunity to enjoy all regular viewing experiences through OTT apps.
- 65% of consumers stream content to their TV, while Smart TV usage has almost doubled. 42%
- of those who watch streamed content on a TV say they use a Smart TV, up from 22% in 2017 (PWC)
- Mobile video streamed over 5G will grow revenue with a CAGR of 85% between 2021 to 2028. (Intel)
- SVoD revenue is forecast to experience an annual growth rate of 10.7% and a market volume of US$85,735m by 2025. (Statista)
- 42% of people don’t cancel their cable due to live TV. However, 30% of cable keepers said they would cut the cord if they knew they could stream all of their favorite live sports, events, and news. (Adobe and Telaria)
- 63% of TV subscription users commit to cable because it’s affordable. (Concentric)
- 40% of Europeans stream live video. (Adobe and Telaria)
- 29% of people decreased their cable subscription usage in 2019. (PWC)
- 23% of people in the U.S. canceled their cable subscriptions in 2019 (PWC)
- 14% of millennials plan to cut the cord in favor of live streaming over cable network subscriptions. (Magid)
- OTT revenue is set to grow to $167 billion in 2025 (Digital TV Research)
- The number of OTT service users in the U.S. is set to grow to 198 million by 2021. (eMarketer)
- Global OTT TV and video revenues will reach $64.78 billion in 2021. (Digital TV Research)
- Netflix, Amazon Prime, and Hulu alone are expected to triple their combined content investments by 2022. (Fierce Video)
- If OTT providers integrate live content, one in four people will cut the cord by 2024. (Concentric)
- In 2018, 76% of U.S. households used Netflix, while 67% used pay TV. (PWC)
- 23% of respondents aged 18 to 29 stated that they have a Hulu without live TV subscription. (Morning Consult)
- 10% of U.S. consumers subscribed to Hulu with Live TV. (Morning Consult)
- 9% of 30 to 44-year-olds have a YouTube subscription with YouTube Live TV being a popular service. (Morning Consult)
Social Media Live Video Statistics
Social media’s impact on the world grew with the introduction of live streaming. And in 2020, live video became a common, yet powerful experience. People believe that live video promotes trust and transparency.
- 28% of live social viewers streamed from multiple platforms, while 26% choose Facebook, 15% Snapchat, 13% Instagram, and 13% used Twitter. (GWI Social Video Report 2019)
- 79% of U.S. households watch ad-supported and paid streaming services today, compared to 76% 6 months ago. (Think with Google)
- 21% of consumers will promote live video when it appears to enhance their reputation online. (GWI Consumer Trends Report 2019)
- 26% of consumers watch live video for access to exclusive content or services. (GWI Consumer Trends Report 2019)
- 31% of consumers believe that watching live videos will give them insider knowledge about a brand or its products. (GWI Consumer Trends Report 2019)
- 21% of people learn about new products via live video on social media. (GWI Social Media Trends Report 2020)
- 39% of social media users watch sports live on social media platforms while 30% use social media videos to follow sports. (GWI Social Video Report 2019)
- 46% Gen Zs and Millennials in the U.K. and the U.S. live streamed YouTube content in April and May of 2020, while 28% watch Facebook Live, 27% used Zoom, 26% viewed Instagram, and 15% spent time on Twitch.
- 29% of internet users used the live stream option of social media in May 2020. (GWI Live Streaming 2020 Infographic)
- 15% of U.S. and U.K. respondents want to see live streams of sports on social media. (GWI coronavirus Research March 2020)
- In March 2020, 10% of people in the U.S. and U.K. took to broadcasting or streaming live video due to the coronavirus outbreak and 8% reported making more live videos (GWI coronavirus Research March 2020)
- Male social media users produced more live video than females as a result of the coronavirus outbreak in March 2020 (GWI coronavirus Research March 2020)
- On average, social live streaming reaches between 5% to 14% more people than live gaming. (GWI Live Streaming 2020 Infographic)
- Social live streaming, while more common with younger generations, has also attracted older generations. On average, 25% of people between the ages of 16 and 34 use social media for live streaming, while over 20% of 35 to 64 year-olds also turned to social media for live video.
Twitter Live Streaming Statistics
The microblogging platform embraced live video in 2016 and has seen phenomenal growth. With 45 million monetizable daily active users, Twitter has seen all sorts of events streamed live.
- In Q1 of 2018, Twitter hosted 1,300 live streamed events, 80% of which streamed to a global audience. (Twitter)
- When watching live streaming sport, 23% of viewers comment on the events they are watching. (GWI Social Video Report 2019)
LinkedIn Live Video Streaming Statistics
While LinkedIn’s live video service made it to market a little later, the platform is still as valuable as ever. The average LinkedIn user has 2x more buying power than the average internet user, making live video a must-have tool in every marketer’s arsenal.
- LinkedIn Live streams have grown by 158% since February 2020. (LinkedIn)
- Live videos on LinkedIn drive 7x more reactions and 24x more comments than standard video posts. (LinkedIn)
- 3% of marketers use LinkedIn Live (Social Media Examiner)
Facebook Live Video Statistics
Facebook’s impact on the world is nothing shy of broad and unyielding. Users turned to the platform for live sports events and brands rely on it for reach.
- 29% of Facebook users who watch live streaming sports comment on what they are watching (GWI Trends Report 2019)
- On average, 28% of people viewed a Facebook live stream each month (GWI Trends Report 2019)
- In 2018, Major League Baseball signed a deal with Facebook to broadcast 26 live games and generated over 123 million views. (GWI Trends Report 2019)
Instagram Live Video Statistics
In 2020, the Facebook brand grew to become a powerful live streaming platform. With 90% of Instagram accounts following a business, the photo-taking app showed that it is capable of attracting large audiences and powering businesses.
- Instagram captures around 13% of all live stream viewers on social media. (GWI Social Video Report 2019)
- Instagram Live usage grew by 70% in April 2020. (Business Insider)
- 17% of marketers use Instagram Live (Social Media Examiner)
Snapchat Live Video Statistics
While often considered the “other social media app”, Snapchat still holds its own. The live stories platform had a strong Q2 and managed to grow its user base.
- In Q2 of 2020, Snapchat reported earnings of $454.16 million and 238 million daily active users, 10 million more than Q1 of 2020.
- 15% of Snapchatters watch live streams on the platform each month. (GWI Social Video Report 2019)
- 6 in 10 adults outside of China have watched a video or live stream on social media platforms including Snapchat. (GWI Social Video Report 2019)
- 2% of marketers use Snapchat Live (Social Media Examiner)
YouTube Live Statistics
YouTube is home to 2 billion monthly active users and that doesn’t happen by mistake. The platform’s broad appeal has seen it become the place to stream live for corporates, religious groups, and everyone in between.
- 60 of the 100 most popular YouTube live streams, in terms of the greatest number of peak concurrent viewers, happened in the past two years (ThinkWithGoogle)
- Some corporate live streams, as alternatives to keynotes, have made it into the top 100 YouTube live streams. (ThinkWithGoogle)
- As of March 2020, just 6% of respondents to a survey held in the U.S. had a YouTube Live TV subscription. Most respondents were aware of the service but had never subscribed, and 5% had used it in the past but canceled the service. (Morning Consult)
- 8% of marketers use YouTube Live (Social Media Examiner)
TikTok Live Statistics
TikTok has evolved into a platform that’s not just for teens anymore. As older generations tune in, Asia has the most live video users with the Middle East and Africa in close pursuit.
- Around 26% of users used TikTok to watch a live stream in June of 2020. (Digital Information World)
- 46% of TikTok Live users are aged between 16 and 24. (GlobalWebIndex)
- 47% of TikTok Live users are single. (GlobalWebIndex)
- 20% of TikTok Live users are students. (GlobalWebIndex)
- Regionally, Asia Pacific (excluding China) accounts for 11% of TikTok Live users. The Middle East and Africa follow closely with 9%, Europe with 4%, and North America, and Latin America both are tied at 3%. (GlobalWebIndex)
Online Gaming Live Streaming Statistics
From Twitch to Facebook and YouTube Gaming, more gamers are taking to the web for a chance to become the next Ninja, PewDiePie, or Preston.
And with this influx of new streamers, there’s also a strong female presence growing in the industry, something many have wanted to see for years.
Millions of hours have also been clocked in non-gaming activities like “just chatting”.
Top Twitch Streaming Statistics
Twitch is the number one live streaming platform for gamers. It has active streamers in the millions, boasts trillions of hours of live video views, and has a growing female gaming community.
Twitch has also seen the rise of its Just Chatting category, a way for streamers to form deeper relationships with audiences. Topics like Black Lives Matter, the coronavirus, and the MeeToo movement fuelled viewership, proving that engagement is evolving.
- Just Chatting viewership continues to rise with more than 166 million hours watched in August 2020. Twitch saw 175% growth in Q2 of 2020 compared to Q1 of 2019. (StreamElements)
- Twitch had approximately 7.16 million active streamers in July 2020. (Twitch Tracker)
- 1% of marketers use Twitch Live (Social Media Examiner)
- In December 2019, 11% of live streaming hours on Twitch came from non-gaming related events. (StreamElements)
- 23% of global gamers watched live gaming in March 2020. (GWI Live Streaming 2020 Infographic)
- 41% of gaming or social live streamers are female. (GWI Live Streaming 2020 Infographic)
- In Q2 of 2019, Twitch users watched 2.9 trillion hours of live content. (StreamElements)
- 5% of gamers outside of China broadcast a live stream of gameplay. (GWI Live Streaming 2020 Infographic)
- In Q2 of 2020, Twitch averaged 2.36 million concurrent viewers. (Streamlabs)
YouTube Gaming Statistics
While YouTube Gaming doesn’t have Twitch’s number yet, gamers are warming up to the platform.
- Over 692k people concurrently watched YouTube gaming live in Q2 of 2020. (Streamlabs)
- Free Fire World Series was the largest gaming live stream event on YouTube in 2019 with 1,094,942 streamers. (StreamElements)
Facebook Gaming Statistics
Facebook Gaming made a splash in the industry in June 2018. Since then, the social media giant has released a dedicated gaming app that’s enjoyed an incredible adoption rate.
- Facebook gaming saw a 210% increase in streaming hours between 2018 and 2019. (StreamElements)
- Facebook’s gaming app offers live stream views on the go, generating over 10 million downloads since its release on April 20, 2020. (Google Play)
- In December 2019, Facebook Gaming accounted for 8.5% of the online gaming market. (StreamElements)
Live Streaming and Faith & Spirituality
Faith & spirituality groups were quick to adapt to live streaming in 2020. As coronavirus made the common practice of congregating for live events impossible, religious leaders took to live streaming platforms and delivered their messages to the masses.
- In March 2020, 11,000 new churches signed up for live video platform Church Online and over 4.7 million people watched services. (The Washington Post)
- Vatican News’ YouTube channel more than doubled its combined lifetime subscriber base across its YouTube channels when Pope Francis began streaming mass in March 2020. (Think with Google)
- Live video saw an increase of 40% in minutes streamed between March to August 2020 in the Faith and spirituality vertical. (NulledMedia)
- On Easter Sunday, religious live streams in Brazil, Mexico, and the United States accounted for over 30% of each country’s top 100 most popular live streams. (Think with Google)
How Will You Use Live Video in 2021?
Live streaming is a powerful tool that brands can’t afford to ignore. It’s never been easier to create a live streaming website and host live events. Consumers are accustomed to the medium and use it on various devices and platforms. As we look to 2021, the chance to use live video presents tons of opportunities. But to stand out, you must provide quality content that’s authentic, engaging, and transforms your brand into a broadcaster with an impactful message designed to empower audiences.