Live Social Streaming

Published in

Media-Nxt: The Future of Media

3 min readOct 13, 2020

Research: Jordan Muller

At any given time of day, more than 1.3 million people are logged on to the social-streaming platform Twitch to watch video gamers in real-time. Viewers can interact with streamers and each other by sending messages in a public chat box, where streamers will sometimes answer questions and react to comments.

Social streaming allows content creators to reach and interact with thousands of viewers at once. Audiences can engage with online personalities or discuss a stream in real time with other viewers, becoming a part of the show in the way that talk radio built a community out of “longtime listener, first-time caller.” Viewers hunger for streamed content beyond gaming, as the success of the art- streaming site Picarto or the mobile game show HQ Trivia indicates.

Currently, most live streaming is limited to Twitch or the big social media platforms of Facebook, Instagram and YouTube. Streaming on those platforms means videos are usually public, and content creators must rely on a third party to reach their audience. Media organizations, for example, might have a difficult time streaming only to subscribers. But improvements in geographically or password-restricted access could make it easier for companies to monetize streaming by controlling access.

Entertainment

Social streaming will allow just about anyone to put their own live
commentary on top of sports games, TV shows, and movies. Imagine your favorite comedians calling the Super Bowl with raunchy jokes, or
a translator discussing the Oscars live in a language that usually isn’t
broadcast. Social streaming will democratize broadcasting and allow
viewers to choose who they want to narrate their favorite live events
based on their interests.

Social streaming can also revolutionize interactive storytelling, allowing the audience to use voice technology to seamlessly control TV and movie plotlines as audience engagement technology like voice recognition improves.

News and Information

News organizations already live stream speeches, breaking news,
and analysis, but social streaming will allow viewers to ask journalists questions about the news they’re reporting in real time. News organizations can give subscribers access to a chat box displayed alongside a broadcast where journalists can pick questions to answer and interact with live.
Journalists can also use social streaming platforms to provide live fact- checking or commentary on speeches and interviews. Financial analysts can discuss news and stock market changes with each other and viewers as the market moves live.

Positioning

Brands can use social streaming platforms to demonstrate how to
use their products. Shoppers can pick streams for genres of products that most interest them, such as makeup, gadgets, or fashion, and ask streamers questions about the products they’re displaying. E-commerce websites can integrate the stream into their websites to allow consumers to directly purchase the products on the stream.