Ever since launching our real-time video platform, we have been impressed by the level of engagement that live TV clips generate on Twitter and Facebook. Now that we’re powering real-time video distribution for a number of broadcasters and content rights holders, we felt it was time to start sharing this with you and today published our first report on the real-time video format.
The report examines the case for Twitter Amplify, shares insights from real-time video projects that Grabyo has delivered and explores the significant commercial opportunities that this new format presents to broadcasters and content owners.
Traffic on the Grabyo platform regularly spikes to hundreds of thousands of concurrent users and many thousands of clip plays within a few seconds of content being shared:
Mobile represents a staggering 72% of the traffic across our platform. Real-time video is unquestionably a mobile-first format.
Using Twitter Amplify, broadcasters can not only ensure their video tweets are seen but can also use paid media distribution to extend this reach to a much wider and relevant demographic. Indeed this audience can be many times the size of their existing (organic) reach – potentially the entire audience of Twitter. By enabling broadcasters to have this extended social reach paid for by a brand sponsor – one that wants to align itself with the premium content and push its campaign message across social platforms – Twitter Amplify represents a highly compelling ad-funded distribution model for content.
Broadcasters can also use real-time video to promote new shows and other relevant formats to their audience, drive interactivity and sell additional packages, upgrades and content services.
This process closes the virtuous circle for social video distribution: from sharing short-form, live video clips which generates huge levels of engagement across social platforms to driving core KPIs for the broadcaster or rights holder (in terms of tune-in, digital content sales, upgrades and entitlements to new OTT services).
We believe this is a key part of the future evolution for real-time video services and, for that matter, the future business models for TV distribution and consumption.