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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.

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.

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.

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.

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.

Est茅e Lauder, H&M, and Inditex鈥檚 Zara have also established a foothold on the platform to take advantage of Chinese shoppers鈥� affinity for livestream commerce and to offset slowing growth from China鈥檚 two largest ecommerce retailers, Alibaba and JD.com. Is it working?

It鈥檚 working with NBCUniversal to bring hyperspecific shoppable advertising to sports livestreams on Peacock. Walmart and NBCU teamed up again for shoppable ads during Thanksgiving Day NFL games.

The streaming service scored two crucial Christmas Day NFL broadcasts that will put its livestreaming capabilities to the test after a choppy boxing match between Jake Paul and Mike Tyson. Our take: The box office has enjoyed strong results in 2024 that are likely to continue through the holiday season as consumers look for in-theater experiences.

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.

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):.

TikTok Shop generated more than $100 million in sales on Black Friday, driven by over 30,000 livestreams from creators and sellers. Target鈥檚 Black Friday store traffic spiked 16.8% YoY, per Placer.ai, helped by its status as the exclusive retailer for Taylor Swift鈥檚 Eras Tour book and for the CD and vinyl editions of 鈥淭he Tortured Poets Department: The Anthology.鈥�.

Walmart and NBCUniversal began a partnership last year to bring shoppable advertising to sports livestreams on Peacock, allowing advertisers to tap into connected TV鈥檚 (CTV) hyperspecific targeting capabilities. Walmart and NBCU teamed up again for shoppable ads during Thanksgiving Day NFL games, and other partnerships are likely to follow.

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.

Disney+ Hotstar to stream Coldplay鈥檚 record-breaking India concert: The event signals its push beyond sports to premium live entertainment.

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.

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.