蘑菇AV

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.

Brazil is Latin America鈥檚 largest retail ecommerce market by total sales volume and will be this year鈥檚 third-fastest-growing digital economy worldwide. Understanding the nuances of how and where Brazil鈥檚 diverse consumer base spends its money online is key for brands and retailers to thrive in this highly competitive ecommerce market.

An evolving model: While advertising remains TikTok鈥檚 primary income source, the company is also expanding its ecommerce and livestream revenues, including sales during livestreamed shows where fans purchase virtual gifts.

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�.

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?

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.

Livestreaming. YouTube is the clear leader for teens. The battle between YouTube and TikTok for adult Gen Z livestream viewers is much closer. Key Takeaway: Teens鈥� already-strong preferences make it easier for marketers to find them, but also more difficult for other social platforms to convince them to change their behaviors. Gen Z teens and adults prefer different platforms when it comes to:.

Share key insights from our forecasts on ecommerce in China, covering mcommerce, social commerce, livestreaming, and the top companies. Highlight the evolution of Chinese ecommerce and opportunities for growth in this mature market. Help retailers prepare for disruption as a new wave of ecommerce players export the trends and innovations developed in China to the rest of the world.

Livestream gaming viewership strongly skews younger. More than 80% of both Gen Z (ages 18 to 25) and millennial gamers have watched livestreamed games. Sources. Comscore Inc. Rainmaker.gg. StreamElements. The Information.

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

Livestreaming commerce has yet to catch fire in most markets outside of China. Big question marks remain overseas for livestreaming commerce. Douyin鈥檚 ecommerce efforts benefitted greatly from strict pandemic lockdowns that helped drive the adoption of livestreaming commerce in China.

Livestreaming is the only social media activity less influential for Gen Zers than for the total number of respondents as a source of discovery for new brands and products. Key takeaway: Social media holds a unique place in Gen Z鈥檚 path to purchase. It鈥檚 the only form of media as powerful as traditional shopping channels in influencing discovery.

The platform aims to be a one-stop shop for brands to move excess goods to a vetted array of buyers from around the world that include off-price retailers, sellers on platforms such Poshmark and eBay, and creators that sell goods via livestreams. The pitch: 鈥淓very brand has too much stock and they鈥檝e never solved that problem in an efficient way,鈥� Dee Murthy, co-founder and co-CEO tells 蘑菇AV.

More than 80% of US adults did not participate in a shoppable livestream last year, per a December 2022 Morning Consult survey, including 62% of adult Gen Zers. Most people, including Gen Z, don鈥檛 want to check out using a social platform鈥檚 native tools: 蘑菇AV three-quarters of US social shoppers ages 16 to 24 preferred to buy a product on a brand site, per an October 2022 SimplicityDX survey.

Fanatics Inc. plans to roll out Fanatics Live, a livestream shopping experience, in the US later this year, and companies such as Walmart and TalkShopLive are recruiting celebrities to attract livestream shopping viewers. The big takeaway: It makes sense for Qurate to experiment with livestream and video content aimed at younger consumers.

A long way to go: While many retailers are optimistic that the livestreaming commerce trend sweeping China will soon replicate itself in the US, that day could be a long way off. Just 14% of US adults have made a purchase from a livestream shopping event, per an August survey by Bizrate Insights conducted for Insider Intelligence.

But even with those advantages, only a minority of users currently engage with livestreams on the platform, per The Information鈥攚hich doesn鈥檛 bode well for the rest of the field.

TikTok Shop will give livestreaming commerce a glimmer of hope: While US consumers haven鈥檛 been sold on livestream shopping, TikTok has been aggressively pushing TikTok Shop videos into users鈥� For You pages, with shopping livestreams also thrown into the mix.

Nearly half (46%) of consumers are interested in livestream shopping events, according to a survey by Agora. Unsurprisingly, younger shoppers are more receptive to the format, with 61% of respondents under the age of 55 expressing interest.

The news: Former President Donald Trump rolled out the World Liberty Financial cryptocurrency venture, per a livestream on X (formerly Twitter). Trump has promoted the venture since August but gave no launch date or details in the livestream. The former president avoided answering questions about cryptocurrency. World Liberty Financial鈥檚 stated mission is to drive the 鈥渕ass adoption of stablecoins.鈥�

Our forecast defines US shoppable media buyers as digital consumers who, after engaging with online media content that has immediate purchase options, take actions like clicking through a call-to-action link on a livestreaming video or scanning a QR code on a connected TV.

The company partnered with creator commerce platform Amaze to give more merchants the ability to sell products via livestream and TikTok Shop. TikTok is also signing deals with third-party logistics providers to expand its warehousing and fulfillment capabilities, per The Information.

Is there a future for livestream shopping in the US? Jasmine Enberg, principal analyst: 鈥淚 don鈥檛 see a world in which livestreaming is going to become as big [here] as it is in China, at least not in the near future. I do think that consumer behavior is just so incredibly different here in the US than it is in China.

It鈥檚 also been bullish on livestream commerce, using its relationships with creators to try and speed up adoption in the US. 鈥淭ikTok was one of the biggest, strongest, most visible proponents behind social commerce and livestream shopping,鈥� said our analyst Max Willens. 鈥淭hey were investing tons of money into trying to encourage adoption in Western markets.