what-is-live-broadcasting

An Introduction to the World of Live Broadcasting

Live broadcasting is on the rise as more applications and platforms take advantage of live video. While social media platforms like Facebook were early adopters of the live streaming format, both individuals and brands across a wide range of industries are seeing the benefits of implementing live video, and specifically live broadcasting, into their marketing strategies, customer service channels, products, and more. In our new whitepaper Live Broadcasting Technology and Trends in 2018, we explore the history of live broadcasting, current trends, and opportunities in the industry, and how companies and individuals can take advantage of live broadcasting platforms and solutions.

Though these terms are often used interchangeably, live streaming and live broadcasting are actually two distinct forms of live video and each delivers a different viewer experience. Live streaming is passive. There is no expectation from the broadcaster or host that viewers will participate, and the audience is not encouraged to do so. This kind of viewing experience is often available in the form of live streamed events like award shows, sporting events, press conferences, etc. Live broadcasting, on the other hand, is active. The broadcaster interacts directly with the audience asking them to participate in the moment, live.

Even before it started gaining traction in the U.S., live broadcasting was a popular trend in Asia for years. From social discovery apps to live shopping channels, Asia’s mobile-first consumers were (and still are) actively engaging with real-time video, directly speaking with broadcasters, and even rewarding them virtual gifts. This feature, along with brand partnerships and other content deals, is allowing a new era of influencers to monetize their talents openly and with fewer restrictions not only in Asia but also all around the world.

But live broadcasting’s benefits aren’t limited to individual creators. Live broadcasting is having a major impact on the way businesses market their products and build customer relationships by giving them the opportunity to offer experiences unique to their brand’s identity and vision while driving customer/user engagement. Brands can utilize a third-party social media platform or their own digital properties to deliver live interactive broadcasts that showcase new products and services, provide interactive demos, answer customer questions, or even give their customers a behind-the-scenes look at their brand.

While live broadcasting gives brands, retailers, and other companies unique opportunities to connect with their customers on a deeper level than allowed by static content, creating a live video infrastructure is a big undertaking, especially for companies that are not already in the business of real-time communications (RTC) technology. That’s why more and more businesses are saving time and money by utilizing third-party providers like Agora to embed real-time live voice and video into their owned channels.

To learn more about the current state of live broadcasting and how integrating real-time voice and video is transforming the customer experience, download our whitepaper today!