From Substitution to Evolution: Why Creator Experiences are Redefining a New Era of “Live”
Our new study identifies how consumers want to participate in live, shared moments, online or in-person.
In a pandemic year without real-world events, we embraced new synchronous, shared social experiences. Virtual events — from eSports tournaments to immersive concerts online — were already happening pre-pandemic, but like so many other areas, 2020 accelerated their proliferation and popularity, as the in-person entertainment industry looked for ways to survive.
As the world slowly turns a corner, marketers are asking what the return to in-person experiences will look like, and whether demand for virtual experiences will persist. But it’s not a zero-sum game: heavily pent-up demand for in-person experiences does not negate demand for virtual experiences. In fact, when we conducted interviews in Australia, where 3 in 4 consumers have already attended an in-person event since the reopening, 2 in 3 consumers said they intend to continue attending virtual events even after the pandemic.
Although no one knows exactly what the future holds, one thing is certain: marketers will need to be more responsive than ever to fast-changing consumer expectations to succeed in this new era. Increasingly, consumers turn to “live” not only to create new memories with friends and family, but also to get closer than ever to their favorite creators, and to participate as a co-creator in a shared moment.
As consumer values evolve, media is advancing to make digital life as vibrant and ephemeral as lived experience.
Consumers tell us how the most exciting use cases deliver against four pillars: connection to creators; co-creation, or playing an active role in shaping outcomes; community, or deepening ties with friends, family or strangers; and connectivity, or global access to opportunities anywhere in the world.
Across all ages, consumers prioritize connection to their favorite creators as the most exciting pillar of virtual events. 7 in 10 consumers express excitement for creator-first use cases that bridge the benefits of access with those of personalization.
From drop-in audio rooms in Clubhouse featuring Elon Musk and Bill Gates, to Instagram Live access to Miley Cyrus and Cardi B, live entertainment is evolving to catalyze exclusive access to, and authentic connection with, fans’ favorite creators like never before. Influencer-led live experiences are unlocking new business models, from Amazon Live and shop-along apps gaining in popularity, to creator subscription services like Patreon allowing audiences to put their money directly into the hands of creators, in exchange for extra content and access. VIP access, one of the primary motivations for attending a live event, was once a privilege of the few; now, it’s perceived to be a right of the masses.
What does gaming tell us about the future of content?
The desire for real-time experiences is extending beyond just the how and with whom to impact expectations for the content itself. Of all use cases, play games that change in real time performs best among Gen Z audiences, with nearly 9 in 10 excited about this capability. The endless metaverses of games like Roblox are raising the bar for how young audiences expect to control and impact the content they consume. Increasingly, platforms recognize the incredible amount of engagement drummed up by players creating their own content, and plan to double down on procedurally generated content that is responsive to users’ real-time needs and motivations.
Is social audio here to stay?
More than 7 in 10 consumers — and 8 in 10 Gen Zs — express strong demand for two-way dialogue with creators — a strong indicator for the continued success of social audio experiences. The promise of two-way dialogue with creators through exclusive chat rooms is significantly more compelling than engaging in audio chat rooms with other community members, underscoring the importance of creator connectivity to demand for these experiences.
How will streaming evolve to be more social?
Video use cases lead among more mature mainstream audiences, with more than 3 in 4 consumers excited to engage in synchronous viewing with family, friends and other fans — the top video use case. There is also strong interest in livestreaming experiences using social media apps, as well as video use cases that enhance the quality of a remote event, such as experiencing a game or performance from any angle. Quality enhancements are particularly effective among active live eventgoers, whose most important need for in-person experiences is a high-quality immersive experience.
Technology is shaping expectations for the fan experience, both online and in-person.
Technology provided a conduit for connecting in a period when in-person events went dark, and is now driving a shift from short-term substitution to long-term evolution. When we spoke with Jon Vlassopulos, Global Head of Music, Roblox, he shared how, “We believe discovering and enjoying music in the Metaverse together with friends is a unique experience that can bring millions of people together for the first time around artists they love. Virtual concerts, on platforms like Roblox, will complement live shows, unlocking new global audiences and giving fans experiences that can’t be replicated in the physical world.”
Technology is fueling creativity in real-world environments.
As online spaces become increasingly fluid — think platforms like Snapchat where you can play games, watch content or chat with friends and strangers alike — expectations for physical spaces are changing too. 4 in 5 consumers want the events they attend in-person to include exciting technology capabilities, with 1 in 2 consumers willing to pay for these unique events.
Integrating technology into the live event experience can provide a critical value add for both audiences and marketers alike, from improving consumers’ understanding of a sports game by holding up a mobile phone and enjoying augmented reality overlays with useful information, or leveraging the same technology to see seat upgrades in the venue. Shanghai Fashion Week offered a glimpse into the future of global fashion, through live events supplemented by live streams and digital showrooms, surpassing millions of views and millions of dollars in direct merchandise revenue. As Cathy Hackl, Futurist and 2x LinkedIn Top Voice says, “For marketers, the infinite scalability and revenue opportunities virtual events present is massive. For consumers, the promise of a virtual campfire where we all gather and build community is more real than ever.”
Venue design is evolving to accommodate a range of experiences, from operas to eSports, and to allow for more advanced technology integration. In the not-so-distant future, venues will also leverage players’ locker room tweets and live streams on other platforms to produce a more integrated fan experience.
Technology is transforming the at-home viewing experience for key cultural moments.
Leading-edge audiences signal new norms for participation in virtual events. ~8 in 10 Gen Z teens participated by chatting with other attendees; ~1 in 2 posted on social media; ~1 in 3 used Augmented Reality; and ~1 in 5 sent virtual goods. The vast majority of Gen Z teens — 93% — say that these behaviors improved their overall experience. Leila Amirsadeghi, Senior Program Manager, Microsoft Mixed Reality/Altspace VR suggests, “I see the virtual events market expanding as our ability to emulate presence evolves, providing new forms of social engagement and interaction. It is not about replacing live events with virtual, but rather augmenting and extending the experience into the digital sphere — a more accessible space for artists and audiences everywhere.”
Recently, NRG conducted a study of Super Bowl LV, a trial run for many first-of-their-kind enhancements that reimagined the at-home sports experience. 7 in 10 Super Bowl LV viewers said that next-generation media — from virtual watch parties to AR/VR enhancements — improved the viewing experience more than face-to-face interactions or traditional social media. The upcoming Summer Olympics Games in Tokyo present an opportunity to advance innovation further by effectively creating a virtual extension of the Olympic Village through unique technological enhancements.
Technology is enabling a continuous conversation with fans.
The promise of digital platforms is continuity. Instead of needing to wait for another live event to engage fans, marketers can leverage virtual platforms to keep the fan-creator conversation alive. Already, we see experiences like the Digital Deepak app, which allows users to interact and meditate with a digital version of Deepak Chopra through AI.
The future is bright for marketers who leverage technology to enable audiences everywhere to deepen their sense of connection to creators, their ability to co-create with one another, and their sense of community, leveraging connectivity. As Tyler Gates, Host, Everything AR/VR Podcast and Managing Principal, Brightline Interactive, says, “Marketers can take advantage of new technologies to achieve personalization at the most intimate level, at global scale.”
