Delivery of live content has evolved over the past few years to include viewer engagement and content interactivity. Viewers expect a level of interaction with anything they view live, and content creators can use this to drive live viewership. Features such as co-viewing, gambling, and t-commerce encourage viewers to lean in, interact with friends, place wagers during sporting events, and make purchases. Interactive Video: New Offerings and Models Emerge
75% of heads of US internet households reported playing video games for at least one hour per week in 2021, up from 69% in 2019.
Many consumers supplement their viewing experiences with a second screen. These hyper-personalized interactive experiences can include features such as watching replays, finding statistics, and interacting through polls, chats, and social media. Second-screen multitasking follows the rising interest in consumers using their mobile devices for a variety of interactive entertainment functions such as gaming and live-streaming.
• Current Consumer Interest in Co-Viewing Co-viewing is a feature available on some social media platforms: it allows multiple people to watch entertainment content while interacting with each other through chat. Parks Associates survey data finds that 25% of US internet households say they would be very likely to try a co- viewing feature if offered by their favorite video service. This feature was especially popular among households with children.
• The Role of Data and Advertising Ad-based streaming services are increasing in popularity as consumers navigate inflation and recession fears. Predictably, these services generate most, if not all, of their revenue from the sale of advertisements, much like traditional broadcast or pay-TV services. An interactive experience for ads offers an additional revenue stream for advertisers and service operators. Implementing interactive shoppable ads can help monetize streaming video while potentially limiting the number and length of traditional ad breaks in the future.
8 | © Parks Associates
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