SURVEY: Gen Z Wants Brands to Deliver More Interactive Live Video Experiences
Spotty internet and video quality are the top challenges for these experiences, according to a new study from Agora
Interactive live video includes live-streaming video where the audience can react with chat or emojis, and streamer(s) can interact with their audiences in real-time. These video solutions are being implemented across different facets of entertainment and business, creating opportunities for brands, companies, entertainers, creators, and developers to engage with audiences, customers and fans in new and interesting ways.
For the study, Agora surveyed over 1,500 Gen Z consumers to get their thoughts on live interactive video. Key results include:
Over Half are More Likely to Engage With Brands Using Live Interactive Video
More than half of respondents (51%) agreed they would be more likely to engage with a company or brand that uses interactive live videos and experiences to connect with audiences. Thirty-five percent were neutral and just 14% disagreed.
When it comes to watching live televised events – such as concerts, sports or award shows – 53% of Gen Z agreed they would prefer watching with interactive video features so they can engage with friends and other viewers with similar interests during the event. Thirteen percent disagreed and 34% were neutral.
Bad internet connection (56%) and video quality (54%) are the most recognized challenges Gen Z sees when using mobile app-based live video experiences. Forty percent see glitches, bugs and crashing as a challenge, as well as phone hardware (36%) and data usage costs (30%).
"Gen Z consumers want brands to embrace the technology they use everyday – including interactive live video and streaming," said
Agora is the leading Real-time Engagement Platform as a Service (RTE PaaS) company. Agora's mission is to make real-time engagement ubiquitous, allowing everyone to interact with anyone, in any application, anytime and anywhere. Agora's platform provides developers with simple, flexible and powerful application programming interfaces, or APIs, to embed real-time video and voice engagement experiences into their applications.
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