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The State of Live Streaming on Social Networks A ‘quick take’ online consumer survey

November 9, 2016 NAB Show NY

Sponsored by

~63M U.S. Internet users have watched LIVE streams on Social. Facebook & YouTube on top.

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Executive Summary

Methodology & Survey Panel DataLive Streaming Survey

• ~63M viewed Live Social Streams. 21.9% of U.S. Internet users have viewed a Live Stream on a Social Platform in the past month.

• ~21M are habitual viewers. 33.5% of those viewed on a weekly basis.

• YouTube is the #1 platform. 37% selected it as ‘best.’

• Younger demos enjoy live chat features more; older demos enjoy other social elements.

• Few cited “bootleg access to sport & concert events” as key.

• We used Google Consumer Surveys (GCS) to field this online survey.

- GCS was the 2nd most accurate poll predicting the 2012 election results, per Nate Silver of the NY Times. (#2 in accuracy out of 23 polls across Robodial, Phone & Online methods.)

- http://fivethirtyeight.blogs.nytimes.com/2012/11/10/which-polls-fared-best-and-worst-in-the-2012-presidential-race

• Live Streaming Survey Fielding & Sample data:

- U.S. Adult Internet Users, 9/23/16- Sample size of n=1105, screened to

161 completes. - Margin of error at 95% Confidence

Interval

~63M U.S. Internet users have viewed at least one LIVE stream on a social platform.

Q: This past month, have you watched at least one LIVE video stream hosted on a social media platform? (e.g. YouTube, Facebook, Periscope, Twitch, Twitter, YouNow, etc.)

Sample size prior to screening question n=1,105 Google Consumer Surveys, U.S. Internet Adults Sept 23, 2016

21.9% of the US Internet Population (287M) reported watching

at least one Live video stream on a social media platform in the past month.

(+2.7/-2.5)

(+3.0/-3.0)For more insights, email me:

Brian at RingDigital.tvpremium survey research for product strategy

7.8%

No 58.7%

11.6%

Yes 21.9%

Yes, but it was a replay

I’m not sure

How Many Viewers?

For ~21M users, it’s a weekly habit. A majority of Live Social Stream viewers are Occasionals.

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Not sure 13.2%

Occasionals 53.3%

Habituals 33.5%

Q: How frequently have you done this in the past month?

One time in the past month 26.4%2 or 3 times total in the past month 26.9%At least once a week in the past month 12.7%2 or 3 times a week in the past month 20.8%I'm not sure 13.2%

Raw data table

33.5% of 21.9% of the Internet Population (287M) surveyed is

approximately ~21M Internet users.

@BrianLRing

Sample size n=161 Live Social Video Streaming viewers Google Consumer Surveys U.S. Internet Adults, Sept 23, 2016

How Many Viewers?

Brands & Channels

5Google Consumer Surveys U.S. Internet Adults, Sept 23, 2016

TV Network or Social Network? Convergence of brands across channels, apps & platforms.

Please type in the name of the best LIVE video stream you’ve watched recently.

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Social Streaming Platform Popularity

Social Platform Ranking

Follow @BrianLRingfor more research

0% 10% 20% 30% 40%

2.5%

3.7%

6.2%

6.8%

8.0%

30.9%

37.0%

Q: Which is the best social media platform for watching live video streams?

Sample size n=161 Live Social Video Streaming viewers Google Consumer Surveys U.S. Internet Adults, Sept 23, 2016 ‘Other’ responses are not displayed; answers don’t add to 100%.

Entertainment Value

Reasons people watch: (1) Feel part of event; (2) Talented hosts; (3) Interactivity & chat.

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Makes me feel part of a big, live event

Hosts are funny, inspiring, cute, smart

The ability to chat & interact with the host

Offers exclusive 'behind-the-scenes' views

Takes 'people watching' to a whole new level

'Bootleg' access to sport & concert events

Other reasons

0% 13% 26%

10.2%

12%

22.3%

22.3%

23.5%

25.9%

25.9%

All Data

Q: What do you like most about Live streaming video on social media platforms?

Sample size n=161 Live Social Video Streaming viewers Google Consumer Surveys U.S. Internet Adults, Sept 23, 2016

“The ability to chat & interact with the host” #1 reason why 18-24 yrs like LIVE streams.

8Sample size for sub-groups of Live Streaming viewers, as marked Google Consumer Surveys U.S. Internet Adults, Sept 23, 2016

39 responses (low sample size)

Entertainment Value

“Makes me feel part of a big, live event” #1 reason why 25-34 yrs like LIVE streams.

9Sample size for sub-groups of Live Streaming viewers, as marked Google Consumer Surveys U.S. Internet Adults, Sept 23, 2016

Entertainment Value

43 responses (low sample size)

“Takes people watching to a whole new level” #1 reason why 35-44 yrs like LIVE streams.

10Sample size for sub-groups of Live Streaming viewers, as marked Google Consumer Surveys U.S. Internet Adults, Sept 23, 2016

Entertainment Value

37 responses (low sample size)

Modest entertainment value thus far? Live content is hard; we’re in early innings.

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Don't Love It 17.5%

Undecided 60.8%

Love It 21.7%

Love It Undecided Don't Love It

Q: To what extent do you agree or disagree with the following statement: "I really love LIVE streaming video on social media platforms."

Sample size n=161 Live Social Video Streaming viewers Google Consumer Surveys U.S. Internet Adults, Sept 23, 2016

Raw data histogram from GCS

Entertainment Value

24% of live stream viewers are engaging in the interactive chat feature of streams.

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68% 8.4%

16.4%7.6%

All the time SometimesOnce Not done it

Q: Have you ever participated in the live chat happening alongside the Live video stream that you were watching?

24% of Live Social Streamers reported they had

Sometimes or All the time participated in the Chat of the live stream

Sample size n=161 Live Social Video Streaming viewers Google Consumer Surveys U.S. Internet Adults, Sept 23, 2016

Live Chat & Interactivity

No

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Twitter OTT App Poll

@BrianLRing

14For the complete survey, email Brian at RingDigital.tv

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