For techies, there were but two buzzwords in 2016: "virtual" and "reality". However, another innovation that was also on the lips of the major tech companies and social media platforms was "live streaming". Despite being around for the best part of a decade, live streaming is now coming into its own and that's creating a host of new opportunities for businesses and consumers alike. Indeed, with desktop and mobile devices now just a click away from HD broadcasts of live action events, the world of entertainment is gradually changing around us.
Live is Now the In Thing in Entertainment and Marketing
Indeed, back in 2016, YouTube announced its grand plan for a live streaming strategy designed to use the power of "micro-influencers". The idea behind the initiative was to give YouTube users with more than 10,000 subscribers the opportunity to roll out mobile streaming. As Nico Sarti pointed out on thedrum.com, this move could become hugely important for marketers as well as entertainment providers in 2017.
Outlining the "live social" movement that's now rolling through the tech industry and beyond, Sarti has suggested that YouTube's mobile streams will give companies the ability to tell stories from "multiple angles" using "multiple narrators". In essence, live streaming, especially mobile live streaming, has helped create a more individual experience for both the creator and user.
Unlike traditional video or TV content that's told from a single perspective to a general audience, live streams allow people to choose their point of view. Moreover, they allow viewers to interact with broadcasters on a more intimate level. Through a combination of live chat, comments and even direct interaction, YouTube streams and those cast in a similar ilk have the power to create much more engagement.
Interactive Streams Create More Engagement and Entertainment
In fact, if you take the idea of direct interaction through live streams, we can already see this in effect in the online casino world. Although platforms such as Facebook streaming and Periscope allow a form of passive engagement (i.e. the viewer can like and comment), live dealer casino games actually allow the view to influence the action. For example, when you look though the roster of live dealer casino games at 888casino, you'll notice that players are actually involved in the action. A case in point would be the site's Live Blackjack game. As per 888casino's rules, each new round of action requires the player to place bets on the table by clicking on a virtual overlay. This information is then transmitted to the dealer who then lays out a series of cards containing RFID chips.
This combination of technology then allows the action on the table to influence the player's online account (i.e. add/subtract wins/losses) and vice versa (the player's bets influence the flow of the game). Taking this concept forward, it could soon become standard practice for live streams hosted by YouTubers to have interactive elements.
Whether that means YouTube would create a virtual overlay that would show up on a viewer's screen or a third-party developer would create a plug-in for the site, there's certainly scope to make this happen. The end result would not only be more reasons for viewers to tune in (because they could have an influence on the action), but it would create more enjoyment.
A New Perspective on Video Viewing
The natural consequence of this is that the streams would have more impact and, importantly, be more entertaining. For companies trying to promote something, this is obviously hugely beneficial. However, if you're a viewer, it's would also be fantastic. More interaction in conjunction with more live content would be highly impressive and, potentially, the next generation of TV/video entertainment.
