2018LiveVideoStreamingBenchmarkReport2018ResearchReportPage22018LiveVideoBenchmarkReportThisresearchreportsoughttoanswerquestionssuchas:•Arebudgetsforlivestreamingincreasingordecreasing?•Howimportantislivevideoformarketingin2018?•WhatROIorbusinessresultsareexpectedfromusinglivevideo?•Whatarethedesiredbenefitsforlivestreamingin2018?•Whatwerethemostcommonusecasesforlivevideoin2017?•Howareusecasesforvideogoingtochangein2018?ExecutiveSummaryVideoisprojectedtomakeupasmuchas82%ofallInternettrafficby20201,agrowingshareofwhichwillbelivevideocontent.Fromhighprofileliveevents–likethelaunchoftheTeslaModel3andtheGoProHero6–tointernaleventssuchassalesteamtrainingsandemployeetownhalls,2017hasmadeitclearthatmoreandmorebrandsandretailersaretakingadvantageofthebenefitsoflivestreaming.Inthefallof2017,IBMandBrandlivepartneredtogethertoconductasurveyevaluatingthestateoflivevideostreamingintoday’smarketplaceandmakeprojectionsfor2018.200participantstookthesurvey,athirdofwhichareemployedbyretailcompaniesandbrandsthatsellphysicalproducts.Thedataalsoshowedthatmorecompanieswillbelivestreamingin2018thaneverbefore,withthosealreadyleveraginglivevideoincreasingtheiruse.Thelatestresearchfindingshighlightedinthisreportconfirmthatthefutureisbrightforlivevideo.Budgetsareincreasing,activityisexploding,usecasesareproliferating,andinvestmentsintechnologyandservicesarepayingoff.Totopitoff,advancementsintechnologyhavemadeitsimplerthanevertobroadcastvideocontent,evenfromadevicethatfitsinyourpocket.Companiesthatleveragelivevideotodayareseizingtheopportunitytoenhancetheexperienceforemployees,partners,andcustomersalike.Morebusinessleadersarealsorealizingthatlivevideocreatesanemotionalconnectionwithaudienceswhichsimplyisn’tachievablethroughothertypesofdigitalmarketingorcommunications.Additionally,livestreamingadvancementsfromsocialmediaprovidershavemainstreamedandawarenessoflivevideo,leadingbrandsandretailerstogobeyondsocialmediafortheirlivevideostrategiesbyincludingtheirownedandoperatedchannels....
