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Agora Inc., a platform for real-time engagement APIs, commissioned a study that examines Gen Z preferences in mobile app-based interactive live video. The study is released ahead of Agora’s flagship event RTE2022, the conference exploring RTE technologies, set for Oct. 10-12.
Interactive live video includes live-streaming video where the audience can react with chat or emojis, and streamer(s) can interact with their audiences in real-time. These video solutions are being implemented across different facets of entertainment and business, creating opportunities to engage with audiences, customers and fans in new and interesting ways.
For the study, Agora surveyed more than 1,500 Gen Z consumers to get their thoughts on live interactive video. Over 80% (83%) of the respondents said they were familiar with interactive live video features before taking the survey. Additional key results include:
Entertainment and social media dominate on interactive live video
When asked to identify the types of mobile apps that typically deliver interactive live video features:
75% said entertainment apps, like YouTube and TikTok 74% said social media apps, like Facebook and Instagram 51% said communication apps, like FaceTime and WhatsApp 50% said gaming apps, like Twitch and Discord
“To no one’s surprise, entertainment and social media are leading the way on interactive live video features,” said Tony Zhao, Agora co-founder and CEO. “They have mainstreamed interactivity in live streaming, with Gen Z now expecting it across all live video experiences.”
Mobile app categories that don’t typically deliver interactive live video features, according to the respondents,