Gen Z wants brands to offer more interactive live video experiences
Poor internet and video quality are the biggest challenges to these experiences, according to a new study by Agora
SANTA CLARA, California., September 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 examining how Gen Z consumers are interacting with brands that stream interactive live video through their own platforms or via third-party providers using apps such as TikTok, Twitch and Instagram. The study will be published in advance RTE2022the world’s largest conference dedicated to the exploration of real-time engagement technologies (RTE), takes place from October 10 to October 12, 2022.
Interactive live video includes live streaming video where audiences can respond with chats or emojis and streamers can interact with their audience in real-time. These video solutions are implemented in various areas of entertainment and business, creating opportunities for brands, companies, entertainers, creators and developers to connect 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:
More than half are more likely to engage with brands through live, interactive video
More than half of respondents (51%) agreed they would be more likely to engage with a company or brand that uses live interactive video and experiences to engage with audiences. 35% were neutral and only 14% disagreed.
When it comes to watching live televised events — like concerts, sporting events, or awards shows — 53% of Gen Z agreed they would prefer interactive video capabilities so they could connect with friends and other viewers with similar interests during the event can kick. 13% disagreed and 34% were neutral.
Poor internet connection (56%) and video quality (54%) are the top identified challenges Gen Z see when using mobile app-based live video experiences. 40% see glitches, bugs and crashes as a challenge, as do phone hardware (36%) and data usage costs (30%).
“Generation Z consumers want brands to embrace the technology they use every day — including live interactive video and streaming,” she said Tony Zhao, co-founder and CEO of Agora. “Whether they’re using live, interactive video through their own brand-centric platforms or through third-party mobile apps, there’s a massive opportunity to use this technology to connect with Gen Z on their terms.”
Agora is the leading Real-time Engagement Platform as a Service (RTE PaaS) company. Agora’s mission is to make real-time engagement ubiquitous, so anyone can interact with anyone in any application, anytime, anywhere. Agora’s platform provides developers with simple, flexible and powerful application programming interfaces or APIs to embed real-time video and voice experiences into their applications.