The Future of Live Video: 26 Influencers Share Their Thoughts

Live video came into its own this year as a social media staple. The past year in live video has changed the way we interact with brands, artists, and organizations. Producers are reaching new audiences with tools like Facebook Live and Livestream’s Mevo camera.

The new year ahead of us will mean incredible things for the future of live video. What do thought leaders predict for this powerful new medium? Livestream asked 26 live video influencers to share their thoughts:

Jesse Hertzberg, CEO, Livestream: “I believe the focus in the livestream industry will shift to the content creators more so than the content distributors. Tools to make this possible, like Mevo, will continue the march of progress, and quality “TV” will move further and further away from the rarified confines of the broadcast booth.”

Al Roker, Weatherman and Entertainer, Roker Media: “Livestreaming is NOW; unique, interactive, attention-grabbing, newsworthy, and tailor-made for a #FOMO generation.”

Sam Sheffer, Creative Producer, Mashable: “One billion people use Facebook on a daily basis, and now a large portion of them can go live at a moment’s notice, and share what they’re seeing. And what you see is what you get. It’s raw. It’s real.”

Brian Tong, Host/Editor, CNET: “Live video is the ultimate form of engagement.”

Stephanie Leke, Media Relations Manager, New Republic: “In 2017 we’re going to see a major uptick in the use of live video as an added revenue stream for brands and media organizations.”

Susan Piver, Founder, Open Heart Project: “The beauty of live video is the human component.”

Chapin Clark, EVP/Managing Director, R/GA: “Video isn’t reliant on written or spoken words to tell an affecting story. It’s universal.”

Alicianne Rand, Former VP of Marketing, NewsCred: “In 2017, video will take center stage as the format of choice.”

Michelle Morrison, Organizer/Host, Designersandgeeks.com: “Technology continues to break down the barrier between people’s highlight reel and what they experience in the moment.”

Mark De Couteau, Product Manager, EDGESport/WME: “Success will come to companies who are able to make improvements quickly by listening to their users.”

Sarah Lacy, Founder/Editor-in-Chief, Pando Daily: “I still don’t see a world where everyone is a highly paid ‘life-caster’ ever emerging.”

Max Haot, Founder, Livestream: “Now anyone can create professional quality live video content.”

Will McInnes, CEO, Brandwatch: “Take everything that’s addictive about real-time social and add moving sound and color – bada bing! Is it any wonder consumers love it?”

Amora Brown, Operations, Hack Reactor: “Expect live video to become as common as texting in 2017.”

Kathryn Minshew, Co-founder, The Muse: “Live video is a phenomenal medium for engagement because of the rawness, immediacy and authenticity of it.”

Toby Daniels, Founder, Social Media Week: “Live — powered by social media — has the potential to reach more people, faster and on more devices and screens than ever before.”

Jason Lemkin, CEO/Founder, SaaStr: “Look at how your kids (or your friends’ kids) use YouTube. The enterprise will be like that.”

Danielle Bullen, Founder/Designer, Diasporadic: “The line between consumer and creator is becoming more and more blurred.”

Mark Kornfilt, Founder/SVP Product and Technology, Livestream: “Consumers are more and more expecting brands, organizations, and the companies they work at, to communicate through livestreaming.”

Max Altschuler, CEO, Sales Hacker: “Live video is the next best thing to face-to-face conversation.”

Michael Krigsman, CEO/Founder, CXO Talk: “Video activates our senses – sound, visuals – and brings us into a scene, making it come alive.”

Sherna Lee, Marketing Director, MOJO Marketing and Media: “Brands that nail live video will be those that figure out the type of content that works well live versus just going live.”

Niv Dror, Social Key, Product Hunt: “Facebook Live and Periscope matured from being new apps for early adopters to utilities that anyone can use in the mainstream. Mobile networks have really improved to make this possible.”

Keegan Forte, Director of Marketing and Business Development, Ceros: “It’s a natural next step for those social channels to become smarter on how to monetize live video streaming with brands.”

Dayanada Nanjundappa, Founder/General Manager of India and SVP Technology, Platform Products, Livestream: “I believe the solutions we offer at Livestream will play a pivotal role in providing a complete solution for producers to showcase their events live.”

Phil Worthington, Founder, SVP, Research and Development, Video Products, Livestream: “New tools will emerge that simultaneously lower the creation barrier while at the same time driving production values up in new and ever more intuitive ways. ”

For more information about the state of live video – including in-depth predictions, raw data, and resources, visit our 2016 Live Video Retrospective.

Live Video ROI: 4 Strategies for Live Video Monetization

Live video is more popular than ever. According to our recent survey with New York Magazine, 80% of respondents would rather watch live video from a brand than read a blog. Nearly half of live video audiences would pay for live, exclusive, on-demand video from a favorite team, speaker, or performer.

Livestreaming your events and productions to a worldwide audience can create real revenue for your brand. With so many options available, it’s hard to find the right strategy. Livestream offers live video monetization solutions for organizations of every size and at every stage of their growth process. Here are four ways you can start monetizing your live video content.

Live Video Monetization: Weighing Your Options

1. Donations

Online donations are fast-becoming a considerable source of revenue for content creators. Online giving is growing 13% each year. Livestream’s donations feature makes it easy for organizations to accept donations from their viewers. Both the Livestream event page and the live player embed feature a built-in “donate” button so your viewers can show appreciation without navigating away from your broadcast.

Philadelphia’s Enon Tabernacle Baptist Church is one of the many organizations using this feature. Ireland-based, live music streaming startup CENTRSTAGE also uses donations to support the independent musicians who broadcast on their platform.

2. Ads with Google Double-Click for Publishers

Think advertisements are just for corporate broadcasters? Think again. Google Doubleclick for Publishers, or DFP, lets you run ads at any point during your live event. Adding short advertisements to your live broadcast recreates the familiar look and feel of traditional television for a fast-growing digital audience.

Mid-roll advertisements are especially effective. According to AdAge, viewers watch mid-roll ads 90% of the time, compared a 78% completion rate for pre-roll ads. It’s easy to sync your Google DFP account from within your Livestream account settings. Once your settings are configured, you can trigger Google DFP from within Livestream’s Studio software.

Independent networks like BeTerrific Live and the LawNewz Network use DFP throughout their live shows. BeTerrific Live broadcasts five days a week on Livestream to a worldwide audience, with viewers tuning in from as far afield as Thailand and Brazil.

The LawNewz Network broadcasts live courtroom coverage of the nation’s top criminal cases. Their Livestream channel and live player embed are home to a dedicated community of viewers. That audience helps LawNewz Network grow revenue with advertisements on their live player.

3. Lead Capture

According to Hubspot, adding live video to your marketing stack increases customer conversion by 80% or more. Live video brings a dynamic component to your marketing strategy, engaging viewers whether they tune in on desktop or mobile. But how do you continue the conversation after your broadcast has ended?

We built Livestream’s lead capture feature with the marketer in mind. You can add a customized lead capture form on your live player with the push of a button. Adding a lead capture form will “gate” your live video stream, requiring viewers to fill out the form before viewing your broadcast. This gives you a clearer picture of your demographics and can help you target your post show follow-up.

NFL’s New Orleans Saints are already using lead capture to better understand their audience. Their pre-and-post-game broadcasts routinely attract thousands of viewers. Streaming behind-the-scenes content gives Saints fans more opportunities to connect with their favorite team. With lead capture, the Saints’ marketing organization uses these valuable insights to better target their email campaigns to customers who have engaged with their video.

4. Pay-Per-View Model

If you’re using live video to broadcast events, think of a pay-per-view service as a virtual box office. Livestream Enterprise subscribers can easily add pay-per-view to their events using one of our partners’ payment processing and content entitlement systems.

Boxing legend Oscar de la Hoya’s Golden Boy Promotions has revolutionized online sports broadcasting. They augment their in-person ticket sales and grow online revenue with a pay-per-view model for their Ring TV Live network. Golden Boy alternates between free broadcasts and traditional pay-per-view programming (also known as a “Freemium Model”), enticing viewers with a free sample before converting them to paying subscribers with premium content.

This is a similar approach that brands like Ultimate Fighting Champions use, broadcasting smaller fights on Fox Sports 1 before switching to a pay-per-view network for their main event. With Livestream’s Simulcast feature, you can stream a portion of your content to multiple social channels before driving viewership back to a pay-per-view stream.

Why You Should Monetize Your Live Video Content

Streaming video already accounts for two-thirds of the world’s internet traffic, and by 2020 it will spike to 82%. Successful brands are seizing this opportunity, diving head-first into the live video gold rush. Livestream’s end-to-end solution of platform and hardware is the perfect toolkit for monetizing your digital content. With our monetization options, you can tailor your live video strategy to meet your needs and connect with your audience at every step.

Looking for more information about how live video can help you grow revenue? Our Livestream Learn webinar, “OTT Streaming with the Experts,” features advice and insights from thought leaders across the over-the-top streaming industry. Read more about our webinar and watch the full show.