IAB launches Global and Irish study looking at Live Streaming Video – June 2018

IAB Ireland press release

THURSDAY, JUNE 14TH, 2018

IAB GLOBAL STUDY SHOWS THAT 68% OF IRISH CONSUMERS HAVE LIVE STREAMED VIDEO & 40% ARE LIVE STREAMING MORE NOW THAN A YEAR AGO

58% OF IRISH CONSUMERS WHO HAVE PREVIOUSLY LIVE STREAMED VIDEO PLAN TO WATCH THE 2018 FIFA WORLD CUP LIVE ONLINE

More than two-thirds (68%) of consumers in Ireland (67% globally) have streamed live video content, and 52 percent globally prefer free, ad supported live streaming over subscription and a la carte services, according to “Live Video Streaming: A Global Perspective,” an in-depth report released today by the Interactive Advertising Bureau. The study surveyed consumers in Ireland along with 20 other countries around the world (Australia, Brazil, Canada, Chile, China, Colombia, Germany, Hungary, Italy, Mexico, Peru, Russia, Saudi Arabia, South Africa, Sweden, Switzerland, Turkey, the United Arab Emirates, the United Kingdom, and the United States).

Live streaming is a fast growing phenomenon with 40% of consumers in

Ireland live streaming more now than a year ago (47% globally).

Globally Smartphones are the most frequently used device to live stream video content (46% several times a day, 21% once a day), followed by smart TVs (34% several times a day, 30% once a day).

Sixty-four percent of those that have streamed live video have engaged with an ad – such as pre-roll or sponsored ads – while live streaming. 

The most common ‘actions taken’ in response to seeing an ad during a live streaming session were remembering the brand that was advertised, clicking on the ad, and visiting the brand’s website.

The research goes on to look at the sources of live streaming content and also the types of content consumers are live streaming from tv series, to sport to gaming sessions etc.

With the FIFA World Cup kicking off this week, the study looked at live streaming intentions among those who want to watch. Globally 65 percent of those who have live streamed video previously, plan to live stream the matches (Ireland 58%).

‘This IAB study illustrates the onward growth of live streaming and its ability to reach an increasingly mobile consumer and help build brands,’ said Brendan McGillicuddy, Chair IAB Ireland Video Council and Head of Digital Platforms at TV3.  ‘Given the huge appetite for live sport in Ireland, the upcoming World Cup this summer, Champions League in Autumn and 6Nations in Spring 2019 will drive significant growth of live streaming in our market, providing a great opportunity for Advertisers to reach engaged audiences in live video environments.’

To download the entire “Live Video Streaming: A Global Perspective” study, go here

Ends

For further information please contact: Maeve O’Meara, Marketing Manager, IAB Ireland, 086 852 2291, maeve@iabireland.ie

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