Part
01
of one
Part
01
Provide a report on the history of livestreaming usage statistics and significant event dates
The first live streaming event occurred in June 1993 when a small-time band, Severe Tire Damage, broadcast a live music concert from the Xerox PARC offices in California. From there, live streaming has advanced, namely through the improved performance of computers and internet technologies and the development of HTTP-based streaming capabilities. In 2016, 81% of audiences watched more live streamed video than the previous year and live video has experienced rapid growth with ad spending increasing by 113% year-on-year. Launched in January 2016, Facebook Live is currently one of the most impressive streaming platforms due to its ease of use, large audience reach and ability to interact with viewers in real-time. Below we examine the beginnings of live streaming, followed by developments, current statistics, current trends and predictions for the future.
Early Beginnings
Live streaming was first made possible as a result of improved network bandwidths and the increase of computer use and internet connectivity. It began with simple single-event broadcasts, the first to reach a wide viewing audience being in June 1993 when band Severe Tire Damage broadcast their live concert from the Xerox PARC offices in California. It was later discovered that this performance was impromptu and was aimed at beating world-renowned rock elite The Rolling Stones who had planned a live streaming broadcast and were claiming to be the first ones. Two other small-time bands, Sky Cries Mary and Deth Specula, also claimed to have streamed live concerts prior to this but the events were not publicized. All the bands at this time used Multicast Backbone, also known as M-Bone, which was the first platform enabling live video streaming but provided very low quality video and audio.
The next live broadcast was in audio format, and occurred in September 1995 when Progressive Networks (later renamed RealNetworks) broadcast a live baseball game. This was closely followed by a live video stream from a symphony orchestra concert at Paramount Theater in Seattle. The earliest large-scale live broadcast was in 1996 when the Tibetan Freedom Concert, produced by Marc Scarpa, was streaming online.
Evolution
The next stage of evolution with live streaming came as home computers increased in power and speed and so did the internet. It also progressed as a result of more advanced compression methods, allowing easy transmission of data-heavy video. In 2007, HTTP-based streaming technology was launched by Move Networks, which paved the way to advances in live streaming. This technology transmitted video streams in parts, which were then monitored and varied according to the bandwidth available at any given time. The first notable use of widely-viewed live streaming of an improved quality was in 2007, when Justin Kan began "lifecasting" (live streaming his life 24/7). He went on to found Justin.tv which later became Twitch.tv and is known for broadcasting eSports events.
Microsoft then followed with the release of Smooth Streaming in 2008, then Apple in 2009 with HTTP Live Streaming (HLS) and finally Adobe in 2010 with HTTP Dynamic Streaming (HDS). HTTP-based technology was then widely used to stream live events including Wimbledon, Felix Baumgartner's Stratos jump and the Vancouver and London Olympics.
The next advancements came as developers continued to compete to be the next to release improved live steaming technology. The next big development didn't occur until April 2012 with the launch of Dynamic Adaptive Streaming over HTTP (MPEG-DASH). But as all video platforms raced to integrate this new technology, interoperability issues arose and a forum was established to work out these difficulties. The other concern was still the quality of live stream video. The best streams could only manage a resolution of 720p and still fell short of the quality video audience had become accustomed to when viewing Blu-ray or broadcast TV. One of the most successful live streaming events of this period was the launch of PlayStation 4 in November 2013, where Ustream claims they had 8 million live viewers.
The integration of live streaming into social media platforms brought content to a whole new audience. In March 2015, Meerkat was launched to stream live video from the South by Southwest (SXSW) music festival straight to Twitter. But Meerkat's connection with Twitter was severed when it acquired Periscope later that year for an estimated $100 million. Periscope developed a live streaming app which allowed real-time tweets to encourage viewers to tune into a live stream. It also allowed public or limited audience viewing, perfect for businesses who can use the service to broadcast live events or meetings to particular clients.
Current Statistics
In 2016, 81% of audiences watched more live streamed video than the previous year. Breaking news was the most watched type of live video with 56% of the market. Audiences prefer to watch live streams from brands than read blogs, with 80% stating this as their preference. The most important factor is video quality for 67% of live stream viewers and with 78% of audiences stating they watch Facebook Live, 90% claim that video quality is the most important feature of this platform.
The average time spent viewing a live stream in 2016 was 3.5 minutes via a mobile device, 7.1 minutes via a tablet and 34.5 minutes when viewing on a desktop computer. Millennials prefer to watch live video content via a smartphone (56%) than a tablet (44%). Live video is experiencing rapid growth with ad spending increasing by 113% from the previous year.
During Coachella in April 2016, 9 million viewers tuned in to their live stream showcasing more than 60 acts across three stages over two weekends.
Current Trends
Currently, live steaming can be easily embedded into any web page. Popular platforms include DaCast, Bambuser, Upstream and Showcaster. The video game industry use live streaming a great deal and work hard to provide engaging advertising, trailers and interviews between live segments to keep audiences watching and wanting more.
Facebook Live is currently one of the most impressive streaming platforms due to its ease of use, large audience reach and ability to interact with viewers in real-time. First launched in January 2016 and further promoted in April 2016, Facebook Live in now accessible in 60 countries. The platform solidifies Facebook's commitment to keep up with technological advances and its connection to young audiences.
Livestream, founded in 2007, is also a popular platform choice for live streaming by companies and individuals. It is known for streaming live music and corporate events and is frequently used by professional journalists.
In terms of marketing, live streaming sessions are seen as opportunities for brands to build trust, face-to-face with their audiences for a given amount of time. It is also a chance to interact with audiences and appeal to their "fear of missing out" attitude to new products and developments.
Future Outlook
Future developments may include more seamless integration of live streaming into websites, including auto play within browsers and mobile devices. While this is already possible on some platforms, it is usually restricted due to bandwidth on most mobile devices.
According to data from Crimson Hexagon, by 2025, 50% of adults under the age of 32 will no longer pay for cable TV and will rely solely on online (streaming and live) content. The biggest category continues to be with streaming live music concerts with young audiences (47% of music concert viewing is by under 17 year olds) and sporting games with 18 to 24 year olds, with 31% of this viewing market.
Conclusion
Since its beginnings in June 1993, live streaming has progressed in leaps and bounds. With developments such as Facebook Live and Livestream, the future is bright for this evolving industry.