As one of the latest waves of digital marketing trends, live streaming looks to make an even bigger splash in 2024 and beyond. Brands now understand its power: live videos generate 10 times more comments than regular videos, while 80% of consumers would rather watch a live stream than read a blog. In this article, we’ll share which social media platform will dominate live streaming in 2024.
Which Social Media Platform Will Dominate Live Streaming in 2024?
Your business should strive towards life, but on which platform? We’ve whittled down the best social media streaming platforms to the top four today: Facebook Live, Twitter Live, Instagram Live, and Twitch.
But which platform comes out on top? Read on below for more information about each social channel and which will dominate 2024 and beyond.
Facebook Live Social Media Platform to Dominate Streaming
With 2.38 billion users sharing images and ‘liking’ statuses monthly, Zuckerberg’s behemoth needs no introduction. In short, Facebook Live enables you to broadcast your brand to the world’s largest social media audience.
Facebook Live was introduced in 2016, with many businesses now using it to communicate with their followers in real time. Now’s the time that your business did the same, significantly, as the social media giant has recently updated its algorithm to show more live videos on its feed than other media types.
But why does Facebook Live lead the way? Firstly, it comes down to exposure. The platform’s unrivaled user numbers mean you can reach more people using Facebook Live videos than you could with any other channel.
In true Facebook style, the live feature is also simple to use. Any marketer – with any level of technical nous – can start a live video with any smartphone. All you have to do is click the ‘live video’ button, which will immediately notify your followers – and off your stream! Moreover, you can buy Twitch followers to grow your Twitch channels.
Are there any downsides? Sure. Facebook could liven up its streaming camera quality, but it’s more than precise enough for streaming live Q&As, business events, or product explainers.
Periscope for Twitter Live Social Media Platform to Dominate Streaming
Always at gigs or fashion shows? Twitter Live (powered by Periscope) is ideal for spontaneous, high-quality live videos. The camera quality is slightly better than on Facebook Live, which makes it perfect for capturing random moments that are happening right around you, wherever you are.
Owned by Twitter, the Periscope app integration enables you to easily live stream from your Twitter feed, even if you don’t have a Periscope account. Like Facebook Live, it’s straightforward to get started: swipe left from the home timeline or tap the camera icon, and you’re life.
Once you’re recording, you can interact with users through comments and ‘hearts’, and the video will remain on your Twitter timeline even after your stream has finished. Periscope also uses location data, proving particularly useful for local advertising.
If your business is new to the social media realm, or you don’t have the time to keep Tweeting throughout the day, you can use social media posting tools – like Buffer or Hootsuite – to help you create a social content scheduling plan.
Instagram Live
Designed initially purely for sharing images and videos, Instagram offers the most seamless live-streaming feature of any social media platform. Not only is Instagram Live easy to use, but it also has incredible reach, boasting over 2.4 billion monthly users, with almost 40% of American adults currently using the platform.
Owned by Facebook, both channels use an algorithm that rewards you for posting more often – so the more live videos you create, the more likely your posts will appear on your followers’ Instagram feeds.
To get started, tap the camera icon in the top left corner and press ‘live.’ Your followers will be notified immediately so they can tune in and add comments or emojis to your live video.
Twitch Social Media Platform to Dominate Streaming
Is your business in the gaming industry? Then, it would help if you had fun playing with Twitch. This live-streaming platform is designed for online gamers to broadcast their games while they play. Sure, it’s not strictly a ‘traditional’ social media channel like the three above. But it still offers live-streaming communication to millions of people around the world.
Now owned by Amazon, Twitch has over 15 million active daily users and up to 3.2 million monthly broadcasters. This makes it the only viable option for those looking to stream or advertise in the gaming world. For example, you can pay Twitch broadcasters to play your game live in front of millions of people. It’s a niche platform offering lots of scope for success.
In particular – given that 80.1% of Twitch’s users are male. There are plenty of opportunities for targeted marketing from male-focused brands. Overall, it’s onward and upwards for Twitchers around the world.
Top Platforms In Numbers
- YouTube
- Audience: Over 2 billion logged-in monthly users.
- YouTube is the second most-visited website in the world, and while not all users are there for live streaming, the platform has a significant number of users who engage with live content.
- Facebook
- Audience: Approximately 2.91 billion monthly active users across Facebook.
- Facebook Live is a feature widely used for streaming by users, businesses, and creators.
- Twitch
- Audience: Around 140 million monthly active users.
- Primarily known for game streaming, Twitch has expanded into other live streaming areas and continues to be a leader in live interactions.
- Instagram
- Audience: Over 2.4 billion monthly active users.
- Instagram Live is a popular feature amongst influencers and brands, especially for engaging with a younger demographic.
- TikTok
- Audience: Over 1 billion monthly active users.
- While TikTok is primarily known for short-form video content, it has a growing live streaming feature that’s gaining popularity.
- LinkedIn
- Audience: Over 810 million registered members.
- LinkedIn Live, while a smaller segment of their services, offers a professional audience for B2B and industry-related content.
- Twitter Live (Previously Periscope)
- Audience: Twitter has around 396 million registered members.
- Twitter integrates live streaming directly into its platform, allowing for real-time engagement with viewers.
- Snapchat
- Audience: Approximately 332 million daily active users.
- Snapchat offers live stories and event coverage, though it is less focused on traditional live streaming than the other platforms.
- Douyin (TikTok’s China counterpart)
- Audience: Over 600 million daily active users.
- A major player in the Chinese market, separate from the international TikTok audience.
- Bilibili
- Audience: Around 223 million monthly active users.
- Popular in China, it caters mostly to anime, comic, and gaming (ACG) communities.
Final Thoughts
Live streaming has taken considerable steps to the forefront of digital marketing recently. With more businesses and consumers turning to the live camera than ever before. But which platform will conquer all?
Twitter Live is excellent for streaming gigs, and Instagram Live is easy to use. In comparison, Twitch is the gamer’s top choice. But with its dominance in the user figures. So, Facebook looks like the biggest fish in the social media live-streaming pond in 2024.
Author: Dan Barrowclough
Rob Binns writes for Expert Market, a leading B2B comparison site empowering businesses across the UK and beyond. He specializes in the analysis of merchant accounts and the payment industry. He’s happiest when unpacking the latest contactless trends and technologies, and discussing what these insights mean for business owners
