Spotty internet and video quality are the top challenges for
these experiences, according to a new study from Agora
SANTA
CLARA, Calif., Sept. 23,
2022 /PRNewswire/ -- Agora, Inc. (NASDAQ: API),
a pioneer and leading platform for real-time engagement APIs, today
announced the results of a commissioned study that examines how Gen
Z consumers are engaging with brands that use interactive live
video through their own platforms or via third-party apps, like
TikTok, Twitch and Instagram. The study is released ahead of
RTE2022, the world's largest conference exploring real-time
engagement (RTE) technologies, set to take place from October 10 to October 12, 2022.
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
Tony Zhao, Co-founder and CEO of
Agora. "Whether they use interactive live video through their own
brand-centric platforms or through third-party mobile apps, there
is a huge opportunity to connect with Gen Z on their terms using
this technology."
About Agora
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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SOURCE Agora