蘑菇AV

TikTok makes a bid to encourage creators, agencies to livestream: The push is part of the platform鈥檚 strategic effort to avoid a US ban.

While many users sell products via Twitch livestreams, Amazon has yet to position the platform as a rival to other social video commerce sites like TikTok Shop.

Video's near-future trends are taking shape鈥攁s digital pay TV loses its momentum, livestreaming ecommerce is gaining traction.

Over 20% of U.S. digital buyers (21.7%) will make a purchase off a livestream in 2025, according to an October 2024 蘑菇AV forecast.

On today's podcast episode, we discuss why households with no pay-TV (traditional or digital) will be the majority and if livestream shopping in America can become habitual. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

Whatnot raises $265M amid TikTok ban fears: ByteDance pushes Lemon8, but the US-based livestream shipping platform gains investor confidence and market traction.

TikTok Shop is entering its second holiday season, when it will rely on big brands and livestream commerce to maintain the momentum it's gathered since launching a little over a year ago.

TikTok Shop leans on top brands, live shopping to boost holiday sales: The platform will feature exclusive products from brands like Benefit Cosmetics and celebrity-led livestreams alongside Cyber Five discounts.

TikTok Shop doubles down on livestreaming as ecommerce sales grow: The platform sees an opportunity to grow order frequency and drive more impulse purchases.

McDonald鈥檚 targets Gen Zers with limited-time Chicken Big Mac offering: The QSR is supporting the launch with a campaign that highlights dupe culture, livestreaming, and other generational touchstones.

Livestream shopping gains steam in the US: Twenty-four percent of US consumers have participated in a livestream shopping event, up from 16% last year, which is why Shein and Zara are investing in the channel.

Click here to view our full forecast for US livestreaming retail ecommerce buyers. Livestreaming ecommerce isn鈥檛 as big in the US as it is in China, but it has proven to be tenable. Its popularity in China, where 47.2% of digital buyers will be livestream buyers, remains unmatched.

TikTok Shop is ramping up adoption of livestream shopping. Livestream shopping will see an uptick in consumer adoption. Growth will come from a small user base, even though social networks, video platforms, and retailers have spent half a decade pushing consumers toward livestream shopping. Despite these efforts, livestream shopping hasn鈥檛 become big business in the US like it has in China.

High-flying growth in livestreaming ecommerce in China will calm down. Sales from livestreaming will reach $912.38 billion in 2025, accounting for 28.4% of ecommerce sales. Growth will plunge, however, from 26.8% in 2024 to 8.4% in 2025鈥攎ore in line with total ecommerce sales. In a further sign that the livestream shopping market is maturing, buyer growth is projected to inch up by only 2.1% in 2025.

The news: QVC is hosting nonstop livestreams on TikTok, a first for the platform, as it looks to social commerce to revive its business. The strategy: QVC is betting on TikTok to offset the decline of linear TV, which is causing the retailer to hemorrhage customers and sales.