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It started, I think, with wanting to replicate what's been most successful in China, which is a influencer-led brand-led live-streaming e-commerce. And that hasn't gained much traction for them apart from in Southeast Asia. The UK rollout has been pretty slow. TikTok shop's adoption among brands in the US has reportedly not met a lot of interest.

As we mentioned earlier, live-streaming is a big part of TikTok Shop's success. According to Cube Asia, 80% of internet users in Southeast Asia have watched, at least, one session of live shopping. And guess what? The biggest reason people use TikTok Shop is because of live-streaming and video. So, things are going well there.

Without a sports streaming rights deal of its own, Netflix turned to self-branded events to try and build a sports reputation of its own and build its livestreaming capabilities—efforts that now feel like a try-out to convince a major sports brand to jump on board.

I think some of the odd behavior that we're seeing on live streaming is definitely, it's not new to TikTok or I guess it's new to TikTok but not new to social media. People have been doing weird stuff on streams, on Twitch and YouTube for a while.

TikTok, she notes is focusing on livestream commerce and end-to-end shopping experience after its sister app hand success with this strategy in China. And Pinterest meanwhile is heading down the same path as Meta with shoppable advertising. Jasmine, your take on this piece. Jasmine Enberg:. TikTok is kind of going where no social app has gone before with TikTokShop.

Tomorrow, tune in to our Reimagined Retail Show hosted by Sara Lebow, where she'll be speaking with analysts Sky Canaves and Carina Perkins about why livestream shopping has caught on in the East, why it hasn't caught on in the West, and which companies have the best livestream shopping experiences.

Kind of same thing with live-streaming. Gen Z chooses TikTok over Instagram for when it comes to live-streaming, our findings found. But again, YouTube is the most popular platform for live streams among this generation. And then of course TikTok is Gen Z's undisputed go-to for short form video. But it is worth noting that yes, TikTok is kind of, when you think of short form, you think of TikTok.

They've really focused a lot more on live-streaming and getting brands to sell in China, and that's been how they've gotten to where they are in terms of e-commerce success in China and that hasn't really played out the same way in the US.

They're going to start launching livestreams in a couple of weeks. They're launching a resale platform in the US in October. So I think overall, they're doing a really great job at reaching consumers, attracting consumers, and pushing the envelope in bringing new people into the fold. Sara Lebow (21:16):. Yeah. Arielle Feger (21:20):. You don't sound convinced. Sara Lebow (21:21):.

Others may embrace enabling livestream shopping more broadly. Twitter’s entry into payments could shake things up. Elon Musk is beginning to act on his payments ambitions through licenses and staffing. Efforts are largely directed at transfers, but a broader commerce pursuit could make the platform a major partnership target and competitor in the space.

Facing signal loss and challenging macroeconomic conditions, advertisers are pumping the brakes on social network ad spending. But social video is shining through the gloom.

Amazon's not a fun or engaging experience no matter how many times Amazon has tried to move the needle in that way with social initiatives or live-streaming or anything else. And so as a result, Amazon's largely a place where you go when you know exactly what it is that you need, whether it's toilet paper, laundry detergent, or anything else like that.

They're in talks at least to livestream their first sporting event this fall, celebrity golf tournaments featuring professional golfers and Formula One drivers. Sarah Krouse and Jessica Toonkel of the Wall Street Journal were noting this story. Thoughts, folks, about Netflix getting into live sports? Max Willens:.

And, Debbie, you mentioned that TikTok, that one of the reasons that it's able to gain more time spent on the platform is because it is focusing on longer videos and also live-streaming and shopping features as well. Do you expect those initiatives to continue? Debra Aho Williamson:. Absolutely. And one thing that I noticed is that creators are now starting to be incentivized to produce longer videos.

I hadn't realized live-streaming had gone anywhere until as I looked through the eyes of my son and we're watching the Super Bowl and he goes, I'm like, "this is happening right now," and he's like, "really?" It was surprising to him that it was a live show and I was like, he's not experiencing that many live TV moments.

To seeing it on TikTok to now there's all this shoppable media and live streaming. I mean, there are just so many more channels and ways to get information about products and brands. Sara Lebow:. Yeah. And TikTok really is a valuable resource when it comes to something like makeup, right?

Retailers invest in shoppable TV ads after seeing early results: Walmart, Amazon, and Home Depot are banking on the format’s interactivity and ability to grab viewers’ attention to drive holiday sales.

Brands and retailers are already using those for live-streaming. So, there is going to be interest there. As far as how widespread is going to be, it's going to take some time I think. But I think the platforms and the brands are going to begin to take it seriously. Bill Fisher:. Okay, what do we think, Dragons? Paul Briggs:. Man-Chung, I think I'm going to put my checkbook away on this one.

That's really interesting you say that, Jeremy, because it just came out that Best Buy and Home Depot are going to be doing livestream shopping during the holidays, and I thought that those were really interesting choices because I don't consider home improvement or consumer electronics to be impulse purchase categories, but maybe I'm wrong.

I'm really curious to see how it goes because their first livestream attempts earlier this year went kind of notoriously poorly, so this is a chance for them to prove that they have the infrastructure in place now after those kinds of early slipups to create a live event that is worth tuning into like this. Marcus Johnson:. Yeah. Let's move to the gaming ambitions.