Market Highlights
Global live streaming market is projected to reach USD 247,275 Million by 2027, growing continually at 28.1% CAGR throughout the forecast period.
The live streaming market growth can be attributed to live videos or live streaming activities that have significantly increased by the mid of 2015. Social platforms are the key source of live video content, and TV is the most popular type of live video content accessed. Brands and public figures started actively interacting with their intended audience through online platforms like YouTube, Instagram, and Facebook.
Besides, with the growing popularity of eSports and video games increased among all age groups, live video game streaming gained further momentum. The Interactive Advertising Bureau (IAB), in one of its reports in 2018, stated that more than 67% of consumers globally had streamed live video content, and over 52% of that group preferred free, ad-supported live streaming over subscription-based and à la carte services.
Additionally, around 47% of consumers globally have reported having increased their live streaming time since 2019. Resultantly, the global live streaming market is growing continually at a rapid pace. Moreover, the expanding population and the escalating urbanization rate across emerging regions positively impact market growth. Furthermore, the rapid economic growth is providing impetus to the growth of the market over the past couple of years.
COVID-19 Analysis
The COVID-19 outbreak has positively impacted the live streaming industry. The full/partial lockdown imposed worldwide to control the spread of coronavirus increased live streaming activities by almost 50% compared to the pre-COVID period. In April 2020 alone, several live streaming platforms witnessed a significant increase in viewership.
The coronavirus lockdown caused huge revenue losses across the industries and closed down several manufacturing facilities across the globe, putting a brake on production, but live video streaming activities have spiked further.
Analyzing the trend during the COVID-19 crisis, when people are still maintaining social distancing and avoiding public gatherings, it is seen that live streaming has increasingly become the preferred option for concerts and other big events. This scenario is estimated to increase the growth rate of the market during the forecast period (2020 – 2027).
Market Dynamics
Drivers
Rising Preference for Live Streaming over Social Posts to Bolster Growth
Live streaming attracts more audiences as most people prefer to watch live video over reading a blog or social posts. Due to the spread of COVID-19, countries across the globe went under lockdown. Resultantly, various events and shows got canceled, leading to a significant rise in live streaming activity worldwide. Especially in April, various OTT platforms, including Twitch, Facebook gaming, and YouTube, witnessed a massive growth in live viewership globally.
Rising video streaming activities by users across verticals drive market growth. Besides, the growing need for greater brand engagement and reach through live videos boosts the growth of the market. Moreover, the growing viewership of OTT platforms and live streaming content, alongside the increasing numbers of Internet and smartphone users, are the other factors expected to influence the market growth.
Opportunities
Emerging Nations to Present Robust Opportunities
Emerging markets across the globe present untapped opportunities for the consumption of live video content. The emergence of the live streaming platform that enables potential buyers to connect and interact in real-time to buy and sell the hottest collectibles & items they want offers significant growth opportunities. Live-streaming platforms and marketplaces are tapping into the collectible and enthusiast communities in developing regions to position themselves to capitalize on live streaming's early success.
Restraints & Challenges
Fake traffic on live-streaming sites Challenges Players
Live-streaming e-commerce is experiencing explosive growth, helping the retail sector worldwide to recover from the coronavirus impact. However, there is widespread malpractice of purchasing fake traffic to boost viewer counts. Fake traffic is a widely known issue that affects the live-streaming sector and the whole internet industry worldwide. It is proliferating across global social media platforms.
Cumulative Growth Analysis
Market Share to Expand at a Strong Rate
MRFR evaluates that the live streaming market's growth rate between 2020 and 2027(analysis period) could be 28.1% in view of the escalating use of several over-the-top platforms. Additionally, increasing implementation of IT security & cloud-based solutions, alongside the rapid digitization worldwide, are some of the key factors providing impetus to the market growth commutatively.
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Segmentation:
The live streaming market is segmented into component, end-user, and region. Key components of live streaming include platforms and services. By end-users, the market is segmented into media & entertainment, eSports, events, education, retail, government, others. Based on region, the market is segmented into Americas (US, Canada, Mexico, Rest-of-North America), Europe (Germany, UK, France, Italy, and Rest-of-Europe), Asia Pacific (China, Japan, India, South Korea, and Rest-of-APAC), and Rest-of-the-World.
Media & Entertainment to be the Top End-User Industry
By end-user, media & entertainment is the largest segment. The segment media & entertainment covers film production, news broadcasting companies, and event management companies that promote their events and cover various national events for their intended audiences.
Several media & entertainment companies are adopting live streaming services to engage their intended audiences, thereby driving the overall market. In 2018, the segment accounted for around 34.3% share of the overall market. The media & entertainment segment is projected to grow at 28.3% CAGR throughout the forecast period.
Regional Analysis
The Asia Pacific Market to Maintain its Winning Streak
The Asia Pacific region is currently dominating the global live streaming market, led by a vast user base. Besides, the proliferation of live video-streaming services and the rising consumer preference for live streaming over conventional television channels drive the market growth.
Moreover, the rising adoption of digital innovation, increasing Internet penetration in emerging economies such as China, Malaysia, Singapore, and India, accelerates the regional market growth. The APAC live streaming market accounted for a valuation of USD 8,882.9 million in 2018, which is expected to grow further to USD 93,445.2 million by 2027, recording a 30.6% CAGR.
North America Seizes Second Highest Share in Global Market
North America has captured the second biggest share in the global market. Rising live video streaming and considerable spending on gaming and entertainment foster the growth of the regional market. The extensive pool of viewers and strong demand for OTT platform products also induce market expansion in the region escalate the market growth. Additionally, the rising adoption of cloud-based services and increasing collaborations between government and network companies boost the live streaming market size in the region.
Large scale investments by network and broadcasting companies towards outsourcing video streaming solutions and services contribute to the growth of the regional market. Furthermore, technical advances and the proliferation of the internet, mobiles, tablets, and other smart devices propel regional market growth.
Competitive Landscape
Players Focus on M&A Activities and R&D Investments to Gain Impetus
The live streaming market is led by a number of global, regional, and local service providers, churning the competition to maintain their market positions. The service providers compete based on content quality, cost, efficiency, security, and reliability to sustain in the market. Moreover, intense competition and rapid technological advances to cope with security concerns are key factors that aid market growth.
Amazon Prime Video/Prime Video is one of the key market players. Based in America, Amazon Prime offers subscription-based, on-demand over-the-top (OTT) video streaming and rental service of Amazon.com, Inc as a standalone service or as part of Amazon's Prime subscription. The service primarily distributes films and television series produced by Amazon Studios or licensed to Amazon, as Prime Originals/ Amazon Originals or Exclusives. It also hosts content from other providers, content add-ons, live sporting events, and video rental and purchasing services.
List of Key Companies Covered in this Report
The Key Players of the Global Live Streaming Market are Flux Broadcast (UK), Dacast (US), Huya, Inc. (China), Periscope (UK), EventStreaming.TV (UK), Microsoft Corporation (US), Google, Inc. (US), Facebook, Inc. (US), Twitch Interactive, Inc. (US), AfreecaTV Co., Ltd. (South Korea), Vimeo (US), IBM Corporation (US), Empire Video Productions, LLC (US), Instagram, Inc.(US), Streaming. Hr (Croatia), and Amazon.com, Inc. (US), are some of the affluent contenders holding sizeable live streaming market share.
Recent Developments
- December 21, 2020 – Clicktivated, which has offices in Birmingham, New York, and Chicago, launched its new live-streaming shopping video technology. The technology company provides a platform to access online links to buy a book, a luxury SUV, or a kitchen cabinet via interactive videos through which one can learn about product information, special offers, and future offerings.
The Company started out providing pre-recorded "clickable" video technology. The platform targets two sectors, brands that live stream videos and viewers who can directly click on an image and shop individual products on-screen as they continue to watch a show.
- December 15, 2020 – Scienjoy Holding Corporation, a leading live entertainment mobile streaming platform in China, announced its business strategies, aiming to build the live streaming full ecosystem. The Company aims to diversify the business in the full spectrum of the live streaming full ecosystem, including both upstream and downstream.
The Live Streaming Full Ecosystem is a strategic layout of the Company's in-depth mobile live streaming market, covering brand new Entertainment, E-commerce, and Multi-Channel Network (MCN) sectors.
- December 15, 2020 – Whatnot (the US), a live-stream shopping platform and marketplace for collectors and enthusiasts, announced that it has raised USD 4 MN seed funding. The Company plans to use these funds to increase the team, scale up its operations, and expand into new categories, including video games, designer toys, comics books, and vintage fashion.
Report Overview
Scope of the Report
Scope of the report covers extensive details of the live streaming industry, with respect to type, end-user, and region. Major trends in the live streaming market have also been studied, focusing on their impact on the growth rate during the forecast period. The live streaming market growth rate, along with drivers, opportunities, and challenges, has also been highlighted in the MRFR report.
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Global Live Streaming Market Research Report: By Component (Platforms and Services), By End-User (Media & Entertainment, Esports, Events, Education, Retail, Government and Others) - Forecast till 2027
