Gen Z Asks Brands to Deliver More Interactive Live Video Experiences | Media analysis | Business | New

More than half of a survey of Gen Z video users agreed they would be more likely to engage with a business or brand that uses live interactive content and experiences to connect with the audience, but uneven internet and video quality are the biggest challenges to those experiences, according to new research from Agora.
For the study, the platform provider for real-time engagement APIs surveyed more than 1,500 Gen Z consumers for their thoughts on interactive live video, including live video where the audience can react with chat or emojis, and streamers can interact. with their audience in real time. These video solutions are being implemented across different facets of entertainment and business, creating opportunities for brands, companies, artists, creators and developers to engage with audiences, customers and fans in new ways. and interesting.

The study also looked at how Gen Z consumers interacted with brands that use interactive live video through their own platforms or through third-party apps, like TikTok, Twitch, and Instagram. And while 51% would be more likely to engage with a business or brand that uses live video and interactive experiences to connect with audiences, 35% were neutral and just 14% disagreed. .

Poor internet connection (56%) and poor video quality (54%) were found to be the most recognized challenges Gen Z encounters when using mobile app-based live video experiences. Two-fifths saw glitches, bugs and crashes as a challenge, along with phone hardware (36%) and data usage costs (30%).

“Gen Z consumers want brands to embrace the technology they use every day, including interactive live video and streaming,” said Tony Zhao, co-founder and CEO of Agora, commenting on the findings. of the study. “Whether they’re using interactive live video through their own brand-centric platforms or through third-party mobile apps, there’s a huge opportunity to connect with Gen Z on their terms using this technology.”


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