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.”