Live streaming is one of the defining features of today’s Internet. Whether you’re new to live streaming or have been around since the early days of RealPlayer, there’s one thing every content creator needs to acknowledge. The complex world of live streaming is constantly changing, so keeping up with streaming trends can be challenging. We’ve made it a little easier by compiling all the top industry trends in one place so you can understand how live streaming is changing and plan to keep up.
- Changing Quality Expectations
To many of today’s Internet users, live streaming has always been a way of life online. Older content producers and consumers know that it’s changed a lot over the years.
In the early days, creating valuable content was the most important and arguably only thing to focus on. People weren’t overly worried about professionalism and video quality. That’s no longer the case. Modern Internet users expect a certain degree of quality; if they don’t find it, they’ll go elsewhere.
Influencers who live-stream videos on Instagram, artists who interact with fans on their websites, and advertisers who create content for YouTube all need live content that will allow them to meet their audiences’ expectations.
For those new to the game, focus on high-performance video capture and encoding, then keep improving. Audiences will notice. - Expectations of Interactive Experiences
Today’s audiences expect interactive experiences, and this live-streaming market trend isn’t new. However, the expectations surrounding interactive live-streaming experiences continue to change.
Since viewers are no longer satisfied with just watching content, creators have been exploring innovative ways to engage their audiences.
Some continue to succeed with more traditional methods like live polling and Q&A sessions. Others are getting more innovative, using interactive games and challenges to make the viewing experience more engaging and immersive.
Interactive streaming is also becoming more popular among advertisers. Recent innovations, such as shoppable videos and improved customisation methods, significantly enhance consumer engagement. - Cultural Shift Toward Privacy
On the other end of the spectrum, experts also expect 2024 to bring a shift in how the streaming community views consumer privacy. As users become more aware of how their information gets disseminated and used, there has been increasing pushback.
More stringent regulations, including the GDPR and ePrivacy legislation, are already forcing compliance with increased privacy measures. This shift doesn’t mean advertisers won’t be able to fulfil immersive live-streaming expectations, but it does change how they do it.
Popular brands are increasingly reaching out to live streamers with sponsorships. The partnerships formed with celebrities and influencers allow them to target demographics effectively through live streaming without running afoul of regulations or creating a perceived breach of privacy. - The Rise of VTubing
Recent changes in how content creators think about interactive experiences aren’t just due to evolving live-streaming trends. Technological innovations, such as virtual-reality live streaming, often called VTubing, also contribute to more immersive experiences.
VTubing involves streaming content using a virtual avatar rather than a video image for those not in the know. VTubers often use real-time emotion capture technology to control their avatars, eliminating the bounds of physical limitations and allowing content creators to present their online personas differently.
Last year was the best yet for VTubers, who generated over 1.1 billion hours watched in 2023. There’s no reason to think the tides will turn on this trend, as more people than ever are embracing it. Much of the trend is likely due to virtual reality's increased popularity and broad acceptance.
As the technology required to support VR and AR streaming continues to improve, it’s also becoming more accessible. Falling prices are attracting more consumers, who then go on to become VR live-streaming viewers. They attend virtual concerts, events, and meetings, helping to support the ongoing shift toward VR and AR and increasing the popularity of all forms of VTubing.
As we said at the beginning, the world of live streaming is complex, so it should come as no surprise that the most important trends interact. In this case, virtual reality dramatically changes how live streamers create interactive content.
So far, most VR live streams use forms of interactive content like their more traditional peers. However, VR and AR Video Streaming create unique opportunities for creative minds. In 2024, expect to see new forms of interactive live streaming leveraged to develop connections with viewers, increase attendance at virtual events, and promote products. - Greater Attendance at Special Events
Special events hosted by live streamers are becoming more popular. In 2023, they constituted some of the most-watched content on YouTube Live, Twitch, and Kick. This trend includes Ibai’s La Veleda Del Ano 3, WestCol’s Stream Fighters 2, and Squeezie’s GP Explorer 2.
These live-streaming special events set new records for peak views on at least one platform. However, that’s not the most important thing to watch regarding changing industry trends. People watching market trends are more interested in their impressive year-on-year growth.
High-value brands are taking notice. They are beginning to sponsor individual live streamers or influencers and specific events. Ibai’s boxing event is a fantastic example of this. The first virtual event in 2021 had a few minor sponsors, JD Sports and Everlast. In 2023, the third event was sponsored by big names like PlayStation, Samsung, Coca-Cola, and others.
Brands paying attention have noticed how effective these VR events are for advertising. As more household names continue to join in as sponsors, the budgets and the aspirations of the live streamers organising the events should only grow in 2024. If there’s one specific sub-sector of VR special events to watch, it’s an awards show. They attracted much attention in 2023, and experts believe viewership will only rise in 2024. This trend is good news for content creators who organise virtual events and have the opportunity to reach new audiences by winning prizes. - Niche Communities are Picking Up Stream
As live streaming becomes more popular and mainstream, niche communities and micro-influencers are gaining steam. This may seem contradictory, but the rise of influencer culture, brand sponsorships, special events, and other significant industry changes that draw in new viewers and consolidate existing audiences has propelled them forward.
Content creators who focus on niche audiences can cater to small, specialised online communities with specific interests instead of trying to simultaneously appeal to as many people as possible. These creators and micro-influencers build deep connections with audiences and create highly engaged, loyal followings.
The pervasiveness of this trend becomes clear when we look at the numbers. The global niche streaming market saw a 27.4% CAGR in 2023, and recently, 82% of Gen Z viewers indicated that they specifically seek out niche communities with personalised content.
Sometimes, these niche live-streaming communities are part of larger, more mainstream platforms. Others take things one step further, seeking out or creating niche, entirely separate video platforms. Either way, it creates opportunities for content creators who are just getting started and haven’t yet found ways to reach wider audiences. - More Tools for Multistreaming
Multistreaming is nothing new. Content creators have been diversifying their live-streaming presence across platforms for years. They stream on YouTube, Facebook, Instagram, Twitch, and Kick simultaneously, allowing them to reach broader audiences and maximise exposure.
Even as other trends like niche live streams and micro-influencing continue to gain steam, multistreaming is becoming more popular. Of course, part of the reason this trend is still evolving is that new platforms are constantly coming out that either cater to live streaming or incorporate it into other forms of content creation.
More live streamers are multistreaming because established platforms continue offering more tools and integrations that streamline the process—in years past, managing multiple streams simultaneously was challenging. Content creators with the right hardware and software can multistream much more efficiently. - Global Markets are Shifting
More traditional forms of live streaming, including virtual events and interactive streaming, that use standard equipment, have been popular worldwide for long enough that every region has its share of creators and influencers. However, the global markets are still shifting in two critical ways.
The first is that platform availability is changing where the world’s most popular live streamers do business. Twitch's pulling out of South Korea is a perfect example. When Twitch announced at the end of 2023 that it would cease all operations in the country due to prohibitively high network fees in February 2024, 19 of the top 20 most-watched VTubers were based on the platform.
These creators are independent and not affiliated with agencies or brands. At the beginning of the year, they all had to decide which platforms to use as Twitch shut down. Most opted for YouTube Live, AfreecaTV, or the new South Korean platform CHZZK. This influx of content creators and viewers changed the global live-streaming landscape.
The second way the global live-streaming scene is changing is that some nations’ live-streaming sectors are growing while others are falling. China, specifically, appears slated to make big moves in 2024.
Viewers from different regions of the world have unique tastes. In Southeast Asia, the mobile gaming industry represents the most watched streams.
China is one of many countries with a growing mobile gaming live-streaming sector. In 2023, Battlegrounds Mobile India generated 34% more hours watched on YouTube Gaming than in 2022, and that trend is set to continue. - The Evolving Use of AI
Artificial intelligence became popular in the live-streaming industry last year. Content creators have already used assistant bots and media creators, but AI streamers are now gaining popularity.
Vedal987 is a great example. Also known as Neuro-sama, the AI streamer generated 5.38M hours watched in 2023. The AI can interact with viewers through chat, react to their submitted photos, and create an immersive experience.
Currently, AI streamers are the exception rather than the rule. AI's primary role in the live-streaming industry is as chatbots associated with human live-streaming personalities. The bots perfect themselves over time and effectively moderate chats without altering content creators’ brands.
Many industry observers believe that AI will take on a new role in 2024, further increasing the popularity of VTubing. AI can create VTubing avatars for far less than it costs to purchase the expensive 3D models and rigging setups currently used by the most popular VTubers.
Because AI constantly evolves, it’s impossible to know how it will be used by the end of 2024. What’s clear is that AI is here to stay, and content creators are already finding new and innovative ways to incorporate it into their brands.
It’s an Exciting Time for Live-Streaming
We have discussed everything from changes in how content creators interact with their existing audiences to anticipated global market shares for 2024. All these changing trends may feel overwhelming but don’t worry. There has never been a better time to get into live streaming.
Content creators have more tools than ever to create unique videos, interact with viewers, build loyal fan bases, and acquire sponsorships. Whether you’re new to live streaming or have been treating it as a hobby but want to become a career, now is the time to invest in better equipment and ensure you’re up on the current trends.
Epiphan Video for Live Video Production
Epiphan Video provides award-winning, purpose-built hardware solutions that help your business create impactful video content.
The Epiphan Pearl range of hardware encoders is the ultimate system for maximum versatility with multi-encoding, multi-streaming, recording, custom layouts, switching, and more. It is ideal for live event production, enterprise communication or lecture capture in higher education.
AP Tech is the authorised Australian distributor of Epiphan products. Every solution is backed by local warranty and support.
*The information in this blog is extracted from Epiphan Video.
and then Add to Home Screen.
