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Our take: The WWE will be a crucial pillar of Netflix鈥檚 business in 2025, providing opportunities to attract new subscribers in a saturated market, entice advertisers with live sports content, and flesh out livestreaming capabilities before bigger sports rights go back on the market in the coming years.

Creator tipping has primarily been reserved for gaming livestreams on YouTube and Twitch. That鈥檚 now changed, largely thanks to TikTok. We expect US creator revenues from social media tipping and gifting to rise by 39.8% YoY in 2024鈥攆aster than any other revenue stream. Click here to view our full forecast for US social media creator revenues. Loyal fans tip to give back to their favorite creators.

The inclusion of ads on Prime Video extends Amazon鈥檚 video advertising efforts beyond its Fire connected TV (CTV) operating system, its Twitch livestreaming service focused on video games, and its Freevee free streaming service. To view our forecast for Amazon Prime Video ad-supported viewers, click here. Amazon will use sports programming to attract non-endemic advertisers.

Even as in-person events resume, they are often complemented by livestreaming or recorded content, offering cost-effective alternatives and increased visibility. In-person events can be extremely time-consuming and costly. Marketers are becoming more selective when choosing which events to invest in.

The news: Netflix's inaugural broadcast of two NFL games on Christmas Day marked a significant milestone in the platform's push into live sports, with the company experiencing fewer hiccups than previous livestreams and eagerly reporting viewership in "over 200 countries"鈥攁n enthusiastic count that exceeds the UN's 195 recognized nations.

In the closing keynote of the conference, Patreon co-founder and CEO Jack Conte outlined a revamp of the platform to enable more ways for creators to develop monetizable relationships with fans beyond the subscription model, such as ticketed livestreams and email-gated access. Other platforms want to help creators tap into varied revenue streams.

Its range of content is also appealing to young users, going beyond narrative stories to include YouTubers, livestreams, and unboxing videos. That鈥檚 led 51% of users ages 8 to 10 to learn about brands for the first time through YouTube videos, per Razorfish. Digital gaming is the No. 2 most popular digital activity.

Paramount鈥檚 CBS has a news livestreaming service with original content like additional morning news shows. Disney-owned ABC News has also gotten its most prominent news personalities to host additional livestreaming shows. This isn鈥檛 Comcast鈥檚 first rodeo with news streaming, either. MSNBC has experimented with uploading broadcasts of popular shows like 鈥淢orning Joe鈥� to Peacock.

The number of shoppers jumped by 165% YoY during the period between Black Friday and Cyber Monday, bolstered by livestreams from the likes of Nicki Minaj and Canvas Beauty founder Stormi Steele. TikTok Shop is also set to play a bigger role in holiday sales this year: 31% of users have already bought a gift from the marketplace or plan to, per CivicScience.

Video commerce platform Firework has facilitated livestream shopping activations for several retailers. Ad tech company Chicory places ads within ingredient listings on cooking websites. Examples of shoppable media partnerships and activations. Retail partnerships with social networks.

The platform expects this Christmas to be 鈥渋ts biggest retail moment yet鈥� thanks to surging growth in livestream and ad sales. TikTok expects UK ad revenues from retail and ecommerce brands to jump 58% YoY in Q4. The platform is preparing for millions of consumers to shop via livestream commerce in November and December and anticipates triple-digit Black Friday growth.

The dreaded loading symbol, ad breaks that cut in at unnatural times, and gaps in content meant for ads during a livestream are all quality issues viewers may experience in streaming environments.

TikTok Shop will give livestreaming commerce a glimmer of hope. US consumers haven鈥檛 been sold on livestream shopping鈥攜et. But TikTok鈥檚 latest US ecommerce initiative is a wide-open marketplace where brands, merchants, and creators vie to sell directly to viewers in the app.

Marketers will leverage livestreams as a cornerstone of their strategies to offer attractive discounts and promote products exclusively available during the broadcast period. Latin America will remain a Meta-first social commerce region, for now.

Primarily men and consumers ages 34 and younger have participated in livestream shopping. However, interest is picking up among those ages 35 to 54, according to our ecommerce survey. Influences on digital shopping include reviews, delivery times, and social media. Product reviews and discounts make or break social commerce purchases.

Gen Z chooses TikTok over Instagram for livestreams. The No. 1 platform for livestreaming among Gen Zers is YouTube, though TikTok isn鈥檛 far behind. And what they livestream varies: gaming, videos from family and friends, and events or performances are the most popular. TikTok is ahead of Instagram. While YouTube is the livestreaming leader, TikTok trails closely behind.

Brands can satisfy this want and build community by offering livestreams, direct messaging, and newsletters or working with creators who use these tactics. But in order for consumers to actually want to engage with these communities, brands need to know how their consumers communicate. 鈥淓ach of these communities has their own memes, trends, and even language.

One, we used to talk through live streaming especially, where you get to interact with others around you, and the incidence of returns are lower on live stream shopping because you get to see and ask to see the bag in a different way or whatever. A little bit less impulse, maybe, because you're investing time in the space in there. (14:20):.

When you stop and zoom out, you do notice that Netflix has conducted a fairly thorough level of experimentation when it comes to streaming live sports, right? I mean you mentioned a bunch of them, but if you go all the way back to, I don't know if it was the beginning of last year or the year before that at this point, but they had golf tournaments, tennis tournaments.

An outage for a high-traffic live event like Netflix's jeopardizes the intended audience of a livestream ad spot. But it also positions brands to potentially capitalize on a cultural moment. While advertisers can鈥檛 control the technological reliability of a live event, they can develop a contingency plan to stay connected to their target audience during an outage.

And I agree with you on all of those points and you know that I am not all in on live streaming. And we've talked about this a lot actually. One of the things I say all the time about TikTok is that yes, it's been a boon for so many businesses, but building a sustainable business off of virality is very, very difficult.