YouTube, TikTok, Facebook, and Instagram are
leading the pack but Gen Z still believes interactive live video is
underused
SANTA
CLARA, Calif., Sept. 28,
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
Gen Z preferences in mobile app-based interactive live video. The
study is released ahead of Agora's flagship event RTE2022, the
world's largest conference exploring 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 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. Over 80% (83%) of the
respondents said they were familiar with interactive live video
features before taking the survey. Additional key results
include:
Entertainment and social media
dominate on interactive live video
When asked to identify the types of mobile apps that typically
deliver interactive live video features:
- 75% said entertainment apps, like YouTube and TikTok
- 74% said social media apps, like Facebook and Instagram
- 51% said communication apps, like FaceTime and WhatsApp
- 50% said gaming apps, like Twitch and Discord
"To no one's surprise, entertainment and social media are
leading the way on interactive live video features," said
Tony Zhao, Co-founder and CEO of
Agora. "They have mainstreamed interactivity in live streaming,
with Gen Z now expecting it across all live video experiences."
Mobile app categories that don't typically deliver interactive
live video features, according to the respondents, include:
- 33% said shopping apps, like Amazon Live and Bambuser
- 30% said workplace apps, like Zoom and Slack
- 17% said education apps, like Khan Academy and Quizlet
- 13% said healthcare apps, like ZocDoc and Doctors on
Demand
"Given the value of interactive live streaming to younger
audiences, other mobile app categories, from education to
healthcare, need to consider integrating these features, as well,"
added Zhao. "Companies slow walking Gen Z preferences will get left
behind."
Relatedly, Agora's study found that Gen Z thinks many apps are
underusing interactive live video. When asked which app categories
are underusing interactive live video, 2-in-5 (42%) said
entertainment apps, despite its lead. A similar number (41%) said
the same for social apps. Meanwhile, 30% said shopping apps are
underusing it, followed by education (29%), healthcare (26%) and
workplace (25%) apps.
"Gen Z wants more interactive live video experiences across all
of the apps they use and, in general, they feel existing
experiences can be more robust," said Zhao.
Interactive live video will be discussed in-depth at RTE2022,
the world's largest conference exploring RTE technologies. To
register for the event, click here.
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.
For more information,
please contact:
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Tina
Loncaric
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Tim Gray
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Global Public Relations
Manager
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Director, Corporate
Communications
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Agora
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Agora
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M: +1 469 288
5556
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M: +1 917 202
9515
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E:
tina.loncaric@agora.io
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E:
tim.gray@agora.io
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SOURCE Agora