After a most lively year, where does live video go in 2017?. But it’s also likely we will see a bigger, more diverse and capable universe of live-video programming and tools this year — and perhaps even more innovation, now that so many platforms and capabilities are available and audiences are learning to look for these experiences. Millions of people are learning to create live video, and more importantly, watching the live programming they find. As a result, creators, publishers and brands will have even more opportunity to connect with consumers, employees and suppliers through programming that builds their bottom lines. Importantly, brands won’t just rely on someone else’s platform as they move into live streaming. Instead, they’ll incorporate live onto their own branded online sites, short-cutting both traditional media companies and the big social media platforms. Live video gives them powerful new ways to build connection and interaction, ensuring better products and relationships. More programmed live video shows The TV networks have created annual event viewing around streaming musicals live. The live-streaming platforms need to do a better job of allowing live events to be scheduled and promoted in advance to help build the stars of the future. Better monetization In 2016, Facebook put up $50 million to pay 140 creators and publishers to experiment widely in live video, the first time the social media giant has paid creators for anything.
In 2016, most major social media platforms launched live-video streaming capabilities; Twitch moved beyond video games; and tween-girl must-have Musical.ly launched Live.ly. Big brands started aggressively using live-video tools to connect with customers through their own sites, and smaller platforms such as YouNow.com forged ahead, even as pioneering app Meerkat left the fight. Live video in 2016 was, to put it mildly, nuts.
With all this activity, 2017 will be hard-pressed to top its predecessor. But it’s also likely we will see a bigger, more diverse and capable universe of live-video programming and tools this year — and perhaps even more innovation, now that so many platforms and capabilities are available and audiences are learning to look for these experiences.
If 2016 was the Year of Live’s Launch, 2017 will be the Year of Live’s Mainstreaming.
Millions of people are learning to create live video, and more importantly, watching the live programming they find. They enjoy the power, immediacy and authenticity of live video, whether it’s on their mobile device, their desktop or other platforms.
As a result, creators, publishers and brands will have even more opportunity to connect with consumers, employees and suppliers through programming that builds their bottom lines.
So, where is live video heading? Below are some of our predictions:
Multi-camera broadcasting
New tools will make it easier to network multiple smartphones for live broadcasts, making possible not just new kinds of programming, but transforming the news business.
The ability to nimbly stream an event from multiple perspectives, and switch between them, will take live video to another level of power and immersiveness.
Some of these tools allow a producer to control switching between cameras; other tools will let viewers choose their favored perspective. Think of it as crowdsourced live video, particularly useful at events such as concerts, political rallies and protests.
News organizations in particular will adopt emerging tools that let them pull together multiple live streams from a big event to more completely cover an unfolding story, switching among those streams in real time while giving audiences the power to choose their own view of the proceedings.
Brands go big on their own terms
The chance to connect directly and compellingly with consumers attracted more and more smart brands in 2016, particularly as their traditional audiences on pay TV, radio and print continued to erode. In 2017, brands will still spend plenty on those traditional platforms, but they’ll increasingly turn to live online video to reach customers directly.
Importantly, brands won’t just rely on someone else’s platform as they move into live streaming. Instead, they’ll incorporate live onto their own branded online sites, short-cutting both traditional media companies and the big social media platforms.
They will have more control over the experience and far deeper knowledge about their visitors, information they can use to build a long-term consumer relationship of extraordinary depth.
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