Steve Helber/Associated Press
Many consumers tuned into live streams of animals and wildlife last month, according to a new report from the social-video analytics firm Tubular Labs.
- As consumers spend time at home in an effort to curb the spread of the novel coronavirus, many are tuning into livestreams on platforms like YouTube, Twitch, and Facebook.
- Tubular Labs, a social-video analytics firm, put together a 22-page report on livestreaming behavior during March.
- The company saw a significant uptick in livestream viewership, noting that real-time news, music, gaming, and animal content were particularly popular last month.
- Here are four key takeaways from Tubular's report.
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Interest in livestreamed video jumped in March as consumers around the world turned to social media while sheltering in place, according to new data from the social-video analytics firm Tubular Labs.
The number of minutes that consumers spent watching livestreams on YouTube rose 19% between March 12 and 25. Views of live videos on Facebook also jumped during the same two-week window in March, with the number of people watching a video in real time (or replaying a livestream after it ended) increasing by 37%. Watch time for livestreams on Twitch rose 16% during the same period.
A recent spike in live videos has led some marketers and influencers to lean into the real-time format as in-person events and sponsored content have shut down during the coronavirus pandemic.
"We're seeing increased viewership, increased conversation, and increased time spent with influencers in a live capacity," said Vickie Segar, founder of the influencer-marketing firm Village. "We haven't started buys on [livestreams], but it is in our plans."
The gaming-focused app Twitch - which helped popularize livestreaming - set a viewership record in the first quarter, logging 3 billion hours of watch time. TikTokkers have also been focusing on the format as a way to continue to grow their audiences.
"Last night, I saw five people live at the same time, which is very rare," said Jack Innanen, a Canadian TikTok creator with 1.9 million followers who is currently self-quarantined. "I do plan on doing that, just to honestly pass the time. I'm just making more content in general. That's all I can do right now."
In its new 22-page report, Tubular Labs looked into what types of live content are drawing in audiences in recent weeks. Real-time news, music, gaming, and animal livestreams all saw significant growth in viewership last month.