蘑菇AV

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:.

Quick consumer adoption of new technology has been a hallmark of China鈥檚 digital economy; think mobile payments, online shopping, super apps, and livestreaming ecommerce. In 2024, tech companies will launch an exuberant number of AI applications, but only those that offer true value to consumers will survive. Asia-Pacific offers the metaverse a second life.

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.

Embrace cutting-edge content formats, including AR, livestreaming, and shoppable videos. Engage with micro-influencers to reach Gen Z and millennials. Prioritize collaborations centered around authentic storytelling and entertainment. These creators can help brands maintain their voice and consumer trust. Sources. Barclays. Capterra. Havas Media. HubSpot. Klarna. Lloyds Banking Group. LTK. Nepa.

Global prestige beauty brands have leaned heavily into well-developed digital channels that drive online sales, working with leading ecommerce platforms, participating in major online shopping festivals such as Single鈥檚 Day, and partnering with top influencers and celebrities on livestreaming. To see the full forecast, click here.

The platform now features a hodgepodge of participating brands, cheap products from marketplace sellers, and shoppable livestreams. More than 200,000 sellers and 100,000 creators signed on in September 2023, its first month, according to TikTok. Temu has risen rapidly up the ranks of the most popular US online retailers.

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.

Livestreaming commerce is still outperforming everything else. China鈥檚 version of livestream commerce has taken the world by storm since 2020. Although growth is now slowing, sales will still increase by a standout 35.0% this year.

TikTok is also taking the opportunity to promote its live-shopping feature with livestreams from brands like Benefit Cosmetics and COOLA, as well as popular creators including simplymandys and Stormi Steele. A smart play: The event is a savvy move from TikTok as it tries to become a more important ecommerce player and protect itself from a potential ban.

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):.

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.

A major push into livestreaming will focus on Gen Z consumers and creators. Sellers from China are already livestreaming to US users, but transactions aren鈥檛 frictionless. TikTok needs to find the right influencer-product-audience fit. The platform is also laying the groundwork for a professionalized livestreaming environment, limiting broadcasting to ages 18 and older.

Instead, marketing and ecommerce professionals will lean more heavily into livestreaming events over the next 12 months as digital buyers鈥攑articularly in Brazil鈥攃ontinue to adopt livestream commerce as a purchasing channel in Latin America. Social and search will lead in the paid media mix. Ad buyers will stick to what they know best: social media.

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.

Over half (52%) of US adults are either uninterested in or unaware of livestream shopping, per The 蘑菇AV Ecommerce Survey conducted by Bizrate Insights.

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.

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.

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.

US ecommerce livestreaming and owned fulfillment centers are on the horizon鈥攂uilding on the #TikTokMadeMeBuyIt phenomenon (30 billion views and counting) to entice young shoppers. A major push into livestreaming will focus on Gen Z consumers and creators. While sellers from China are already livestreaming to US users, transactions aren鈥檛 frictionless.

Livestream platforms like TalkShopLive can also help brands take advantage of live events like concerts or sporting events. Kate Hudson recently hosted a shoppable concert on TalkShopLive with Rolling Stone to promote her debut album 鈥淕lorious.鈥�.

More than half (54.4%) of US adults are uninterested in livestream shopping, per our April 2023 survey conducted by Bizrate Insights. Even among the 18-to-34 age group, lack of interest remains high at 47.1%.

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.