是什么 Interactive Streaming?
What makes a stream interactive? What are the elements of interactive streams that audiences respond to most, and create the most engaging lean-forward experiences? Nadine Krefetz, Consultant, 现实的软件, Contributing Editor, 流媒体, kicks off the discussion by asking Alex Lindsay, Head of Operations, 090年媒体, for his breakdown of interactive streaming.
Lindsay says that broadly, interactive streaming comprises of audience engagement. “It can be them playing a game that's part of the content,” he says. “It can be them asking questions, 对问题进行投票, 和它一起聊天, and incorporating those things…where they're even moving or activating things inside of our set during the event. So there's lots of different ways, but it's really how do we tie that viewing audience viscerally into the event that’s occurring.”
Krefetz asks Oliver Lietz, CEO, nanocosmos, “You've got a specific kind of delivery mechanism, so how do you define interaction for your customers?”
Lietz agrees with Lindsay that audience engagement is the core of interactive streaming, and he outlines two major use cases. “One is more like an enterprise corporate space, where you have kind of tonal meetings to engage the audience, 问问题, give any kind of feedback like voting, 轮询, 等. The other one is more like a monetized revenue channel, which is based on things like betting auctions, 游戏元素, which directly require outflow latency to keep up in the realtime space. So that's specific business verticals, which are not so much connected to OTT kind of applications, but have specific business requirements and which is not only focused on the video itself, but the complete use case and the complete workflow of a business application.”
Krefetz says Brian Miller, Director, Innovation Development, LG电子(LG Electronics), “You've got a different environment. What’s your definition of interactive?”
“So obviously, I live in the TV world, right?米勒说。. “So everything I do is [the] glass manufactured side of the business. 所以对我来说, I do need to work within the confines of presentation interactivity on the television itself. I know some of the folks here on the panel, they can probably play with different mediums, but for me it's all about the TV. So when I think about interactivity personally, I think about what are we doing to enhance that viewing experience for folks. And it doesn't necessarily have to be limited to the types of use cases for interactivity, but certainly what we don't want to do is cannibalize the core viewing experience that we all know and love – we want to add to it.”
Krefetz says, “So we’ve got three different kinds of takes on interactivity.” To Jennifer Kent, VP, 研究, Parks Associates, she says, “You've done a bunch of different research in terms of that field. So what does it look like to the consumer side? What do they kind of think of as interactivity?”
Kent highlights that Parks Associates views interactivity as less of a “lean back” experience to one that is more “lean in.” This may comprise of elements such as first screen in-stream interactivity or second screen interactivity. “There's all sorts of different use cases,她说。. “It might be an 信息 experience where you're getting new live stats within a sports stream for your favorite players or your favorite team. It may be commerce related. When we think about shoppable ads and being able to interact with advertising for the first time, [or] a gaming experience, where there's sort of a gaming element, whether we're talking about wager gaming or entertainment gaming. Navigation even can be interactive in certain ways. 从我们的角度来看, we think about how consumers are using video and communication, especially maybe communicating with others during a stream, whether they be strangers or your family members or friends who aren't with you.”
克雷费兹问肯特, “I think you've mentioned earlier that younger people have a different method of either viewing or interactivity. 那里发生了什么?”
Kent emphasizes that younger users are more mobile-first in their viewing habits than older users, along with a higher focus on short-form content. “Parks Associates is a market research firm,她说。. 我们调查了10个,000 consumers every quarter, asking about different use cases that they're doing with their 媒体, with their technology…what are they using, what are they interested in using? And of course we can look down into the demographics there.”
Kent mentions a recent survey that Parks Associates conducted, which found that fewer than half of 18 to 24-year-old viewers had watched video on a TV screen. “What that just tells us is that there are natively interactive video viewers because much of the video they're viewing already has comment capabilities, 像能力, (和)互动广告,她说。. 正因为如此, Kent notes that interactivity will inevitably advance on bigger screens because today’s younger viewers will expect that same level of interactivity to continue on the OTT level as they age.
Learn more about interactive streaming at 流媒体 East 2023
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