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Brief Published: 20 Aug 2015

Samsung & YouTube Get Into Live Streaming

Samsung Galaxy S6 Edge+

South Korean electronics giant Samsung’s latest Galaxy smartphones were launched this month – a key feature of which is the ability to live stream video direct to YouTube at the touch of a button. Samsung clearly sees live streaming as a trend set to explode into the mainstream – a bet supported by recently released user stats from Twitter’s live-streaming offshoot Periscope, which has amassed 10 million active accounts in just four months.

Live streaming is growing in popularity due to the e-sports phenomenon. Live sports events have always been a big draw for audiences – what’s different with live streaming and the apps driving this surge in interest, is interactivity. Why are e-sports fans spending close to two hours per day on spectator gaming platform Twitch? According to UK media and marketing blog The Media Briefing, it’s all about “user engagement driven by the gratification that comes from interactivity. Twitch's live chat functionality, for instance, allows users to communicate with the streamer as well as their fellow viewers”.

YouTube announced its own live-streaming gaming app at the E3 Expo in June (see our Key Trends From E3 blog post for more), while Facebook recently signed a partnership with US e-sports organisation Major League Gaming to bring spectator gaming to the social network and Instagram.

With Google, Facebook, Amazon (owner of Twitch) and Samsung now getting into the live streaming business, it’s a trend every brand needs to explore. For more on marketing opportunities in this sector, see The Gaming Revolution report from our Born On The Web Macro Trend. For more on mobile innovation, check out the latest State of Mobile: Summer 2015 report.

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