Can live streaming platforms really move the needle for musicians? YouNow and Audiokite Research explore this question in a first-of-its-kind study of live streaming's impact on creators and consumers.

1. HOW LIVE
STREAMING IS
TRANSFORMING
THE MUSIC
INDUSTRY
an Audiokite Research study

2. Growing consumer demand for unscripted,
real-time performances requires an entirely
new skill set for up-and-coming musicians.

3. Can live streaming platforms really
move the needle for musicians?
THE QUESTION REMAINS….

4. YouNow, a live streaming service with 100
million users session each month, enlisted
Audiokite to explore these questions and more
in a first-of-its-kind study of live streaming’s
impact on creators and consumers.
These are the results.

5. Three separate surveys were administered in which
participants were shown various YouNow broadcast
clips and prompted to provide feedback. There were
over 4,350 participants, all U.S.-based and sourced
through Audiokite’s pre-screened panelist pool.

6. KEY FINDINGS - OVERVIEW
▸ Consumers are likely to take commercial action
as a result of experiencing live, music-themed
broadcasts.
More than 80% of music consumers stated they are
likely to take commercial action after watching one of
their favorite musicians broadcast on YouNow.
Specifically, over 86% of fans are likely to seek out more
of the artist’s/band’s songs and watch another live
stream from the artist.

7. KEY FINDINGS - OVERVIEW
▸ Sentiment towards live streaming is
overwhelmingly positive, particularly for its off-
the-cuff nature.
The “unscripted and spontaneous nature of the platform” is
the element all study participants — consumers and
musicians — singled out as their absolute favorite. The
average rating for this element is 7.43 out of 10, with 10
representing “Highly Enjoyable”. Over 66% of the most
frequently noted feelings associated with watching
YouNow broadcasts are positive.

8. KEY FINDINGS - OVERVIEW
▸ The majority of the top rated broadcast activities
relate to playing music.
Three out of the top four rated broadcast activities are
centered on playing music: “unreleased song
exclusive”, “cover song”, and “original song”. The
broadcast activity to which both consumers and
creators had the most favorable reaction is playing an
“unreleased song exclusive.”

11. “I really like the idea of having
the audience request songs
because it adds another level of
interaction with the artist.”
Survey Participant

12. “It’s nice when artists take the
time to listen to and answer
audience questions. It makes the
divid between artists and
audience seem smaller.”
Survey Participant

13. “I love the idea of being able to
influence what an artist is singing
in the moment.”
Survey Participant

14. For a musician to utilize live streaming effectively,
there are definite do’s and don’ts that should be
considered from the start, as the study data has
revealed.
Check out “Live Streaming Playbook For Musicians”
on our Slideshare page for more.
www.audiokite.com