Survey Says: What Kinds of Interactive Streaming Experiences Do Viewers Want?

<!DOCTYPE html> <html> <head><title> Survey Says: What Kinds of Interactive Streaming Experiences Do Viewers Want? </title><meta charset="utf-8" /><meta name="viewport" content="width=device-width, height=device-height, initial-scale=1.0, user-scalable=0, minimum-scale=1.0, maximum-scale=1.0" /><meta name="theme-color" content="#333333" /><link rel="stylesheet" href="https://use.fontawesome.com/releases/v5.0.13/css/all.css" integrity="sha384-DNOHZ68U8hZfKXOrtjWvjxusGo9WQnrNx2sqG0tfsghAvtVlRW3tvkXWZh58N9jp" crossorigin="anonymous" /><link rel="stylesheet" href="https://cdn.jsdelivr.net/npm/@fortawesome/fontawesome-free@6.4.2/css/all.css" /> <script src="https://use.fontawesome.com/13ebcdf3dd.js"></script>  <script async src="https://www.googletagmanager.com/gtag/js?id=UA-13073004-3"></script> <script defer> window.dataLayer = window.dataLayer || []; function gtag() { dataLayer.push(arguments); } gtag('js', new Date()); gtag('config', 'UA-13073004-3'); </script> <link rel="stylesheet" href="//fonts.googleapis.com/css?family=Roboto|Roboto+Condensed|Oswald" /> <script async="async" src="https://www.googletagservices.com/tag/js/gpt.js"></script> <script> var googletag = googletag || {}; googletag.cmd = googletag.cmd || []; </script> <script> googletag.cmd.push(function () { var mapping = googletag.sizeMapping() .addSize([0, 0], [320, 50]) .addSize([1057, 200], [728, 90]).build(); var mapping1 = googletag.sizeMapping() .addSize([0, 0], [300, 250]) .addSize([700, 200], [970, 250]).build(); googletag.defineSlot('/1067009/StreamingMediaGlobal-Billboard', [970, 250], 'div-gpt-ad-1541523286597-10').defineSizeMapping(mapping1).addService(googletag.pubads()); googletag.defineSlot('/1067009/StreamingMediaGlobal-300x100-1', [300, 100], 'div-gpt-ad-1541523286597-5').addService(googletag.pubads()); googletag.defineSlot('/1067009/StreamingMediaGlobal-300x100-2', [300, 100], 'div-gpt-ad-1541523286597-6').addService(googletag.pubads()); googletag.defineSlot('/1067009/StreamingMediaGlobal-300x100-3', [300, 100], 'div-gpt-ad-1541523286597-7').addService(googletag.pubads()); googletag.defineSlot('/1067009/StreamingMediaGlobal-300x100-4', [300, 100], 'div-gpt-ad-1541523286597-8').addService(googletag.pubads()); googletag.defineSlot('/1067009/StreamingMediaGlobal-300x100-5', [300, 100], 'div-gpt-ad-1541523286597-9').addService(googletag.pubads()); googletag.defineSlot('/1067009/StreamingMediaGlobal-Leaderboards', [728, 90], 'div-gpt-ad-1541523286597-3').addService(googletag.pubads()); googletag.defineSlot('/1067009/StreamingMediaGlobal-Leaderboards-2', [728, 90], 'div-gpt-ad-1541523286597-4').addService(googletag.pubads()); googletag.defineSlot('/1067009/StreamingMediaGlobal-SmallBoxes', [300, 250], 'div-gpt-ad-1541523286597-0').addService(googletag.pubads()); googletag.defineSlot('/1067009/StreamingMediaGlobal-SmallBoxes-Articles', [300, 250], 'div-gpt-ad-1541523286597-1').addService(googletag.pubads()); googletag.defineSlot('/1067009/StreamingMediaGlobal-SmallBoxes-HomePage', [300, 250], 'div-gpt-ad-1541523286597-2').addService(googletag.pubads()); googletag.pubads().enableSingleRequest(); googletag.pubads().collapseEmptyDivs(); googletag.pubads().setTargeting('SM_Topics', ['OTT_TV','Online_Video_Industry','Media_Entertainment_Video','Live_Streaming','Sports_eSports']); googletag.enableServices(); }); </script> <link href="/pages-styles?v=JzyMwMriqRtPjH-HJ-8H5fB99eWxzuKBuNJBsARE1zU1" rel="stylesheet"/> <link rel="alternate" type="application/rss+xml" title="Streaming Media Magazine Feed" href="http://feeds.feedburner.com/StreamingMediaMagazine-AllArticles/" />  <meta http-equiv="Content-Type" content="text/html; charset=utf-8" /> <meta http-equiv="content-language" content="en-US" /> <meta name="title" content="Survey Says: What Kinds of Interactive Streaming Experiences Do Viewers Want?"> <meta name="description" content="What kinds of interactive, lean-forward streaming experiences can help drive engagement that attracts fans and holds their attention? 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src="https://dzceab466r34n.cloudfront.net/Images/AuthorImages/146773-tyler1--2-r-ORG.jpg" /> </div> <ul> <li class="article_single_date"> November 19, 2024</li> <li>By <a href="https://www.streamingmediaglobal.com/Authors/9592-Tyler-Nesler.htm">Tyler Nesler</a> Associate Editor </li> <li> <a href="https://www.streamingmediaglobal.com/Articles/MoreNews.aspx?ContextSubtypeID=815">Short Cuts</a> </li> <li></li> </ul> </div> </div> <div class="page_content"> <h1> Survey Says: What Kinds of Interactive Streaming Experiences Do Viewers Want?</h1> <div class="article_single_featured_img"><img src="https://dzceab466r34n.cloudfront.net/Images/ArticleImages/166858-Survey-Says-What-Kinds-of-Interactive-CMS-ORG.png" alt="Article Featured Image" /></div> <p>What kinds of interactive, lean-forward streaming experiences can help drive engagement that attracts fans and holds their attention? What are the top things viewers are demanding from streaming interactivity? Jennifer Kent, VP Research, <a href="https://www.parksassociates.com/" target="_blank" rel="noopener" title="Parks Associates">Parks Associates</a>, shares the latest insights from Parks’s research in this discussion with <a href="https://www.ring.digital/" target="_blank" rel="noopener" title="https://www.ring.digital/">Ring Digital’s</a> Brian Ring at Streaming Media Connect 2024.</p><h2>Interactive engagement remains primarily on social platforms rather than on TV</h2><p>Ring mentions that Parks Associates stack ranked the kinds of interactive experiences people want to have, and he asks Kent to describe their findings.</p><p>Kent says their research revealed that consumers are highly engaged with interactive video experiences, though still primarily on social platforms rather than on TV. “79% of consumers who are on some sort of social platform are watching a video, which is 80% of all consumers,” she says. “The general population says that they have engaged with video in some way over the past 30 days, sharing videos with others, jumping into live streams, commenting on videos. It's really normal behavior [everywhere], other than on the TV.”</p> <p>She notes that most interactive activities on TV are currently transactive. The Parks Associates study categorised interactive TV features into three groups:</p><h2>General interactivity</h2><p>Kent says, “In the general interactive feature space, [there is] Interest in things like seeing recommendations from people you actually know or a favourites list. Also, for the manufacturers, seeing live streams of your video from other video sources, like your video doorbell, and making that TV serve a new function or a new purpose for you. So a bit [of a] broader view of what we're discussing on interactivity there.”</p><h2>Sports-specific tasks</h2><p>“On the sports side, people love the choice in broadcast, getting to listen to who they want to listen to,” Kent says. “[Receiving] interactive stats and data. A little bit of interest in being in a chat on the side. Maybe trash-talking with other teams’ fans a little bit.”</p><h2>Commerce-specific actions</h2><p>“On the commerce side, the number one thing was being able to purchase something from an ad,” Kent says. “The number one thing was food delivery. Seeing a food [promo] specifically and being able to just be like, ‘Yes, I want that pizza. I'm in the middle of the game!’”</p> <div class="cta_magazine_subscription_wrap"> <div class="cta_magazine_subscription"> <div class="cta_magazine_subscription_img"> <img src="https://dzceab466r34n.cloudfront.net/Images/SiteImages/163572-2024-Cover-Images-ORG.png" alt="Streaming Covers"> </div> <div class="cta_magazine_subscription_details"> <div> <div><span>Free</span></div> <div>for qualified subscribers</div> </div> <a class="cta_magazine_subscription_btn_primary" href="/Subscribe" target="_blank">Subscribe Now</a> <a class="cta_magazine_subscription_btn_secondary" href="/Current_Issue">Current Issue</a> <a class="cta_magazine_subscription_btn_secondary" href="/Previous_Issue">Past Issues</a> </div> </div> </div> <div id="disqus_thread" style="margin-bottom: 10px;"></div> <script defer> var disqus_config = function () { this.page.url = "https://www.streamingmediaglobal.com/Articles/ReadArticle.aspx?ArticleID=166924"; this.page.identifier = 166924; }; (function () { // DON'T EDIT BELOW THIS LINE var d = document, s = d.createElement('script'); s.src = 'https://streaming-media-europe.disqus.com/embed.js'; s.setAttribute('data-timestamp', +new Date()); (d.head || d.body).appendChild(s); })(); </script> <noscript>Please enable JavaScript to view the <a href="https://disqus.com/?ref_noscript">comments powered by Disqus.</a></noscript> <div class="section_title"> Related Articles </div> <section class="article_grid"> <div class="article_grid_single"> <div> <a id="MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkImageLink_0" href="https://www.streamingmediaglobal.com/Articles/Editorial/Short-Cuts/How-to-Solve-Interactive-Streamings-Latency-Challenges-163145.aspx?utm_source=related_articles&utm_medium=gutenberg&utm_campaign=editors_selection"><img class="lazy" data-original="https://dzceab466r34n.cloudfront.net/Images/ArticleImages/163475-How-to-Solve-Interactive-Streamings-Latency-Challenges-CMS-ORG.png" src="" /></a> </div> <h3> <a id="MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkArticleTitle_0" href="https://www.streamingmediaglobal.com/Articles/Editorial/Short-Cuts/How-to-Solve-Interactive-Streamings-Latency-Challenges-163145.aspx?utm_source=related_articles&utm_medium=gutenberg&utm_campaign=editors_selection">How to Solve Interactive Streaming鈥檚 Latency Challenges</a></h3> <p> What are the biggest challenges to delivering successful large-scale interactive live streams, particularly achieving the requisite low latency, and what technology solutions apply? 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When it comes to incorporating interactivity, promoting it, and delivering interactive experiences that are satisfying both for large-scale streaming audiences and the brands behind them, this question is more mission-critical than ever. In a recent panel at Streaming Media Connect 2023, B Live's Jay Kopelman, Bulldog DM's John Petrocellui, and LiveX's Corey Behnke break down the problem and the challenges facing streamers and brands when it comes to making streaming interactivity is popular and profitable for all its stakeholders. </p> <div class="article_meta"> <span class="article_date"> 05 Sep 2023</span> </div> </div> <div class="article_grid_single"> <div> <a id="MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkImageLink_2" href="https://www.streamingmediaglobal.com/Articles/Editorial/Short-Cuts/What-Is-Interactive-Streaming-157523.aspx?utm_source=related_articles&utm_medium=gutenberg&utm_campaign=editors_selection"><img class="lazy" data-original="https://dzceab466r34n.cloudfront.net/Images/ArticleImages/151882-What-Is-Interactive-Streaming-Thumbnail-CMS-ORG.png" src="" /></a> </div> <h3> <a id="MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkArticleTitle_2" href="https://www.streamingmediaglobal.com/Articles/Editorial/Short-Cuts/What-Is-Interactive-Streaming-157523.aspx?utm_source=related_articles&utm_medium=gutenberg&utm_campaign=editors_selection">What Is Interactive Streaming?</a></h3> <p> What makes a stream interactive? What are the elements of interactive streams that audiences respond to most, and create the most engaging lean-forward experiences? Parks Associates' Jennifer Kent, 090 Media's Alex Lindsay, nanocosmos' Oliver Lietz, and LG's Brian Miller explain what makes streams interactive to them and streaming consumers. </p> <div class="article_meta"> <span class="article_date"> 08 Mar 2023</span> </div> </div> </section> </div> <div class="advertisement ad_leaderboard"> <div id="div-gpt-ad-1541523286597-4"> <script type="text/javascript"> googletag.cmd.push(function () { googletag.display('div-gpt-ad-1541523286597-4'); }); </script> </div> </div> </div> <div class="sidebar"> <div class="sidebar_item"> <div class="advertisement ad_box"> <div id="div-gpt-ad-1541523286597-0" style="height:250px;width:300px;"> <script type="text/javascript"> googletag.cmd.push(function () { googletag.display('div-gpt-ad-1541523286597-0'); }); </script> </div> </div> </div> <div class="sidebar_item"> <div style="width: 100%; margin: 3px auto; text-align: center; display: inline-block; height: 32px;"> <div style="display: inline-block;"><a href="https://www.facebook.com/StreamingMedia/" target="_new" rel="noopener"><img id="Streaming Media on Facebook" style="border: 0px solid; 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Survey Says: What Kinds of Interactive Streaming Experiences Do Viewers Want?