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Why Pakistani Businesses Need To Start Live Streaming

15 February, 2019

The global growth of live streaming is well documented. The proliferation of smartphones combined with improvements in cellular connections and technology continues to make the internet more accessible to people all over the world.

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What does this shift mean for homegrown businesses and where is our national market when it comes to live streaming?

A Growing Influence

According to Statista, the smartphone penetration rate as a share of total connections will exceed 50% by 2020. When you add the number of people live streaming using a desktop, laptop or tablet, it quickly becomes clear the vast majority of Pakistan's consumers will be exposed to live streamed videos on a regular basis.

The growth of live streaming through Facebook and Instagram Stories has added even more pace to the phenomenon. However, live streaming has been largely dominated by individual users up until now but 2019 looks set to become the year live streaming starts to become a major player in business marketing.

Why It Has Been So Successful

Online casinos, in particular, have embraced the new technology, offering live streaming casino games in real time with actual dealers, which makes the experience much more realistic and engaging for the player. As well as being more engaging, interacting with a real human dealer adds several new dimensions to an online casino that can be missing when every aspect is automated.

A lot of live streaming up until now has been through sites like YouTube and Twitch. It has proven a popular medium for gamers who live stream videos of themselves playing popular games. According to brandwatch, 8 out of 10 18 to 49-year-olds watch YouTube every month, while, on mobile alone, YouTube reaches more people from this age range than any TV network.

Video is becoming the preferred medium for consumers. Over 400 hours of video are uploaded to YouTube every minute, so there is no shortage of content. While YouTube still has more views than Netflix and Facebook videos combined, the other resources are starting to gain more traction with live streaming.

'YouTube Cafe' - m anima via Flickr (CC BY 2.0)

Areas Of Growth
Modern streaming services are making it easier than ever to communicate directly with an audience in real time. The applications for this are far greater than has currently been used. Bands are using the services to live stream parts of their concert, which helps to sell more tickets for future events. Brands are using them to give a behind the scenes look, which can humanize the brand and engage customers. People are charging to watch live streams featuring influencers, athletes, teams, and performers. More businesses than ever are using live streaming to host webcasts, which they are using as a lead generation tool.

Marketers are starting to fully understand the potential and benefits of engaging an audience through live streaming. Not only is it the most popular medium for connecting with people in the digital world, but it's also still growing at a rapid rate. As more of the world becomes connected, we can only see this trend growing throughout 2019.

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