When was the last time you watched or listened to a live stream? Do you do it regularly?

Learn about the different user motivations and platform-specific interactions during live streaming, and why video and audio streaming integration on your platform can significantly boost engagement, retention, and revenue.

Internal audio and video streams: Let's delve into the most interactive type of content

Platforms like YouTube, Twitch, and Steam have become integral to our digital habits, where participating in and consuming live streams is more than just a trend—it's a routine. When a new game is released, many users prefer watching others play before purchasing it. Often, users are uncertain about engaging with content, playing, or buying a game, but they are eager to see how others experience it, feel about it, and what they think.Users' attitudes towards participation in streams vary widely. Understanding these differences is key to exploring the specific uses and gratifications that attract new viewers to streaming sites.<h3>What are the motives for watching streams? Types of users according to their goals</h3>In our participatory culture, digital users increasingly feel the necessity to interact with the content they consume. Live video streaming, particularly of gaming or watching processes, is one of the most interactive forms of content. Analysing these interactions offers valuable insights into user consumption behaviour, emotional involvement, and audience engagement.Emotional involvement is crucial for platforms to build strong connections with their audiences and foster loyalty. Meanwhile, user interaction is a major factor in attracting and retaining viewers. Video Game Streaming (VGS) motivates viewers to actively engage with broadcasters and other co-viewers, sharing their passion and experiences with the game.﻿A study of 1,060 streams across video gaming and talent shows, provided by Xu, Wu and Zao for the study “Exploring viewer participation in online video game streaming” found that the streamer’s level, number of fans, and stream start time have little impact on real-time user interactions and comments. Frequent updates and the constant influx of new streamers have made audiences accustomed to seeing fresh faces, reducing the importance of a streamer’s level or fan count. Notably, female streamers received more real-time comments than male streamers, while the duration of a live stream had minimal negative effects on comments. The number of viewers, likes, and gifts all positively influenced real-time comments.Comparing game video streaming and talent show streaming revealed that the number of viewers had a stronger positive effect on real-time comments in-game streams. In talent shows, likes were a more powerful stimulus for real-time comments, unlike in-game streams where they had a less significant impact.Through a questionnaire study, provided by Sjöblom and Hamari for their article “Why do people watch others play video games,” five distinct types of motivations for using streaming platforms were identified: cognitive, affective, personal integrative, social integrative, and tension release. Information-seeking was positively associated with the amount of time users spent on the service and the number of individual streamers they watched. Social integrative motivations were the primary predictors of subscription behaviour.At the same time, Speed, Burnett, and Robinson divided users who interact with streamers into four groups:Try before you buyUsers who watch video streams for entertainment and making a final decision about a purchase.Antisocial viewersUsers who watch streams for entertainment but reject any other interactions.Loyal LurkersUsers who consume a variety of content related to their favourite streamers but are not interested in others.Social viewersThose who use the platform to create and support social communities with other streamers and viewers.Considering these groups, you can predict the stream's level of interaction and engagement and imagine how many users stay with the platform, how many stick to the particular streamer, and what share of users will be ready to buy content per product the stream is dedicated to.<h3>Differences in Streaming Across Various Platforms</h3>Three primary platforms for live video streaming are Twitch, Discord, and YouTube. However, each of these platforms serves a different purpose, even at the most fundamental level. Twitch is a dedicated streaming service designed to enable individuals to broadcast live content to others. On the other hand, Discord began as an instant messaging app tailored for gamers, allowing them to communicate through text and voice while gaming. Then, the platform developed other functions for community activities, such as co-watching YouTube videos via Discord. YouTube, primarily known as a video-sharing platform, is the most public and traditional of the three. As a result, both users and streamers have different expectations and goals when using these platforms, even though they may all seek to deliver a similar live-streaming experience.When discussing Discord, it’s important to mention audio streaming, which is a unique and intriguing avenue for platforms, users, and streamers.Audio streams require significantly less energy, time, technology (such as OBS), and financial investment compared to video streams. While audio streams can be just as interactive as video streams, they have their own specific characteristics and cannot be used in exactly the same way. One example is the Clubhouse app, where users were able to join groups to discuss topics via voice. However, it didn’t gain long-term traction because users lacked pre-planned topics or events, making it challenging to continuously generate new themes for discussions.<iframe class="ql-video" frameborder="0" allowfullscreen="true" src="https://www.youtube.com/embed/fOkNd4y57YU?showinfo=0"></iframe>Despite the ease of use associated with audio streams, streamers still need to invest effort into creating engaging content. If streamers are willing to dedicate more attention to this medium, audio streams can serve as open podcasts. One of the simplest formats could be live commentary on various types of content, such as sports games or films, where influencers can rewatch movies with their audience and provide real-time commentary without worrying about their appearance.Additionally, major social media platforms like Instagram offer streaming capabilities, notifying all of a streamer’s followers when a stream begins. This is effective for both streamers and the social media platform itself. However, a key question remains: how does this benefit the platform that pays the streamer?&nbsp;<h3>Why Hosting Streams on Your Platform is Beneficial</h3>For companies, hosting streams on their own platform rather than relying on third-party services like Twitch or YouTube offers several advantages. First, it keeps the audience within your ecosystem, which boosts engagement and retention rates. For example, brands that integrate live streaming into websites or apps often see a 20-30% increase in user engagement and a similar boost in user retention compared to those relying on external platforms. Additionally, owning the streaming platform allows you to monetise content directly, capturing 100% of the revenue from ads, subscriptions, and virtual goods. It also strengthens brand loyalty, as users associate the streaming experience with your brand rather than a third-party service.Finally, having direct control over the streaming environment enables better data collection and analysis. This allows companies to refine their content strategies and improve user experiences based on real-time feedback and interactions, and it provides an absolutely trustful space that cannot be guaranteed by social media platforms.<a target="_blank" rel="noopener noreferrer" href="https://watchers.io/post/ai-tools-to-protect-athletes-and-users-watchers-moderation-approach">Read about social media and trusted spaces during sports tournaments</a>***If you want to integrate community-building tools for real-time communication or use in-app live streaming to get first-party data from users,&nbsp;<a target="_blank" rel="noopener noreferrer" href="https://watchers.io/form">connect with us</a>. We will help you&nbsp;find the most suitable solution.

What content matches perfectly for second-screen, and why is this solution so important for television today?

Second-screen solutions became a natural part of video consumption and influenced the appearance of social TV phenomena. What content is a perfect match for a social screen? How can it be implemented quickly without any complicated developments?

Why We Never Stop Talking About Second Screens

It's interesting that the Super Bowl's experience with the second screen began over 10 years ago. Since 2010, marketers have realised that using short commercials for millions of dollars isn't as effective as interacting with them throughout the entire game. This realisation has led marketers and broadcasters to develop second-screen experiences for viewers and sports fans.Some early second-screen examples for the Super Bowl included Coca-Cola's Facebook fan page, Chevy's first Super Bowl-specific app with trivia and quizzes, and Arena's community live chat. These are just a few examples, and there were many more, with goals that were both similar and different depending on the platform and the type of video content the second screen complemented.James Blake, a researcher specialising in video consumption and social experiences, published a book highlighting that second screens are no longer an additional benefit but rather a natural part of the television flow and a necessary stream for TV viewers and their experience. If a TV channel, specific program, or commercial brand doesn't use the opportunity to engage viewers with a second screen, they risk losing them to social media or online stores that are not connected to the programs directly. After all, viewers are no longer glued to the TV screen.A significant amount of data from surveys indicates that 83% of TV viewers use their smartphones at least once while watching, and 43% of them tweet or post about the shows they watch on other social media platforms. This is significant data for broadcasters. Imagine a viewer who is a fan of a show like "Big Brother" or curling. This viewer watches episodes of Big Brother daily and every curling game they can find. They also post about their favourite shows and games on social media. However, their friends on social media, who are colleagues and gym buddies, may not be interested in these topics. As a result, the viewer's excitement goes unnoticed because they don't receive a reaction.Broadcasters can achieve a win-win situation by providing a second-screen solution for such a viewer. The broadcaster gains an even more loyal viewer who interacts while watching, not on Twitter, but on a pre-prepared platform that is part of the broadcast show. The viewer gains a dedicated audience for their emotions—a live chat room or social media page that gathers other fans of the show or curling enthusiasts. The high level of engagement here is essential and beneficial for both viewers and the channel. One of the best parts here is how easily such a solution can be implemented and how easily and seamlessly the viewer can dive into this experience.<h3>Perfect content for second-screen usage</h3>Live Sports EventsImplementing a second screen for significant sporting events is the most obvious solution. The more popular the game, the better, but it's not that important whether one million or one thousand viewers watch the game simultaneously. Even a thousand fans can build and drive a community full of energy and emotions. There are different ways to provide them with this opportunity. For example, the Israeli broadcaster used WhatsApp to gather all smartphone and football lovers in one place for the 2018 World Cup games. This case became a perfect example of using second-screen features to create a meaningful and collaborative viewing experience with significant engagement.However, there's one point to consider: users will use messaging apps regardless. Why not attract them to a second screen that is strongly linked to the broadcaster rather than something external like WhatsApp?﻿﻿﻿﻿﻿﻿<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/f099a64b-d17b-4482-8381-65a7c9024709.png">In 2022, Watchers gathered viewers of the Olympics broadcaster in a chat created specifically for them. It wasn't a chat within the existing messenger app but a separate chat that opened in a browser, becoming something like a specific messenger just for this occasion. Users scanned a QR code on the screen while watching the game or during a commercial break to enter the chat. It was only open during the sports days (closing when the last game finished and reopening with the start of the first game the next day). This prevented the chat from becoming inactive, and viewers began to look forward not only to the games but also to the chat opening, starting from the second day of the project.Finally, the third opportunity is to gather TV viewers on this particular broadcaster's mobile app, which helps achieve the highest level of digitalisation and makes viewers multi-screen users.Reality TVWe used the example of Big Brother for a reason: reality shows are also a perfect match for the second screen. While sports games can significantly boost engagement in a short burst, reality shows typically last longer. Their viewers develop a habit of being connected to the show and its characters and participants and always have something to discuss. This content is also perfect for quizzes, polls, and additional games because, on the one hand, there's always a topic to discuss in a reality show, and on the other hand, there aren't many things happening all the time. Giving users the opportunity to do something else besides watching while still staying engaged with the content can be a great solution for your show and its fanbase. For example, the show "Love Island" created a specific app for viewers to use as a second screen. The app allowed viewers to participate in elimination votes during the broadcast, and the results affected the episodes of the show. The launch results were impressive: hundreds of thousands of app downloads, record-breaking viewer counts, and loads of positive feedback.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/8cf3129d-1419-4cc9-9634-0bf2f0a6d6c7.jpeg">Talk Shows/Game Shows/Live EventsThese categories may not be as obvious as sports or as frequent as reality shows, but live events like elections or award shows can also be the perfect base for launching a second screen. While viewers might find it difficult to concentrate on the screen for the entire duration of an all-day election broadcast or an awards ceremony that lasts all night, these events are still significant. As a broadcaster, you want to get the most out of them. Gathering viewers on a digital screen keeps them engaged and within the broadcast event's sphere. It also helps keep them updated and provides them with an interlocutor to discuss the winner without waiting for the morning. This fosters a sense of community and makes them feel like they are part of the event itself.***The second screen has become so crucial that a new term, "social TV," has emerged. It's defined as the use of communication technology to connect television viewers in order to create shared experiences around television content remotely. This includes communicating with others while watching television. Social TV situations significantly impact how viewers form opinions about the content of broadcasts, even if it comes at the expense of shaping an independent position or opinion. In the streaming and social media era, forcing people to form opinions about your content and discuss it can be quite challenging. Therefore, avoiding such easy-to-use technology can be a big mistake.***Contact us if you want to implement a second screen on a TV channel, sports platform, or other service to enhance the user experience through social-building tools and real-time communications.***For writing this article, we used the materials from:"Social Second Screen: WhatsApp and Watching the World&nbsp;Cup," by Dana Weimann-Saks, Yaron Ariel, and Vered Elishar-Malka, 2019

Blog with tag: video consumption