State of the live streaming nation Reframing the format post-lockdown
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The 20,000 foot view: The loss of touring income during the global pandemic spurred fast growth in a previously niche concert live streaming ecosystem. However, as the world begins to re-open and physical touring resumes, the live streaming industry is encountering a new set of challenges – as well as potential opportunities. Going forward, the sector must specialise and reposition its value with new use cases. There will be no one-size-fits-all approach for live streaming in a post-lockdown world, but, instead, a diverse range of flexible models serving different segments that will move far beyond the narrow context of ‘live streaming’. While artists at all levels can find value in virtual concerts, a new class of emerging, digitally native artists may be best positioned to take advantage of the format.
Key Insights
- Live streaming remained stable as lockdowns lifted, penetration in 2021 compared to 2020
- Live streams transitioned from free to paid, the percentage of ticketed live grew from in April 2020 in November 2021
- Live streamed behaviour is varied and sophisticated, of those who viewed a streamed concert in the prior months watching music events within and watching live streamed concerts
- However, the of consumers are watching live concerts for free, as only those who watched one in prior three months paid to so and bought merchandise during
- More than of all virtual concert demand Bandsintown is concentrated in the five hundred artists
- The average of upcoming live streams listed Bandsintown between March and November from in 2020 to in
- As the receded, ticketed virtual concert revenue from billion in the first of 2021 to million in second
- The crowded streaming sector is consolidating with companies that reposition their value identify new use cases that best placed for life after
- A new of digitally-native, emerging artists may best equipped to take advantage live streaming as an alternative the small-venue touring circuit
- Virtual concerts to generate between billion and in 2022, and up to annually by 2028
Companies and brands mentioned in this report :Bandsintown, Bulldog Digital Media, The Carbon Trust, Coldplay, Deezer, Dreamstage, Driift, Dua Lipa, Facebook, Fortnite, Instagram, Isaiah Rashad, Kevin Kelly, Live Nation, LiveXLive, Mandolin, Marc Anthony, Moment House, NoonChorus, Nugs.net, Patreon, Roblox, Sessions, Spotify, StageIt, TikTok, Trivium, Twenty One Pilots, Twitch, Veeps, VNUE, YouTube