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State of the live streaming nation Reframing the format post-lockdown

Report by Tatiana Cirisano
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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 audiences remained stable as lockdowns lifted, with        penetration in        2021 compared to        in        2020
  • Live streams have transitioned from free to paid, as the percentage of ticketed live streams grew from        in April 2020 to        in November 2021
  • Live streamed event behaviour is varied and sophisticated, with        of those who viewed a live streamed concert in the prior three months watching music events within games and        watching live streamed concerts communally
  • However, the majority of consumers are watching live streamed concerts for free, as only        of those who watched one in the prior three months paid to do so and        bought merchandise during
  • More than half of all virtual concert demand on Bandsintown is concentrated in the top five hundred artists
  • The average number of upcoming live streams listed on Bandsintown between March and November fell from        in 2020 to        in 2021
  • As the pandemic receded, ticketed virtual concert revenue declined from        billion in the first half of 2021 to        million in the second 
  •  The crowded live streaming sector is consolidating with the companies that reposition their value and identify new use cases that are best placed for life after lockdown
  • A new generation of digitally-native, emerging artists may be best equipped to take advantage of live streaming as an alternative to the small-venue touring circuit
  • Virtual concerts stand to generate between        billion and        billion in 2022, and up to        billion 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,, Patreon, Roblox, Sessions, Spotify, StageIt, TikTok, Trivium, Twenty One Pilots, Twitch, Veeps, VNUE, YouTube

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