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According to eMarketer’s latest report by analyst Paul Verna, "US Live Video 2017: Still Buffering", consumer-uploaded streams tend to be especially challenging to monetise because of their unpredictable nature, although content from publishers and brands offers more potential.
The data points to the challenges of using live video for marketing purposes—or even the challenge of getting started. It should be noted, however, that it took marketers years to embrace YouTube, Facebook and Twitter, largely for the same reasons that make live video, in its current incarnation, problematic.
Read the original unabridged TheDrum.com article.
[Estimated timeframe:Q1 2017]
MTT log date:
Feb 22, 2017
All data sources are attributed with links to the original insight. The insight
is then summarised and, where appropriate, enhanced with additional information.