Apps with interactive live video content are a key draw for Generation Z consumers, with YouTube and TikTok leading the pack, new findings from Agora unveil.
According to a study that analyzed Gen Z preferences for interactive live video, 75% of respondents said entertainment apps, like YouTube and TikTok, typically deliver the most interactive live video features.
Agora defines interactive live video as live streaming video where viewers can react to the content, through typing in a chat or reacting with emojis, for example. And those streaming the content can interact with their audiences in real-time.
Along with entertainment apps, most Gen Z consumers (74%) are finding interactive live video on social media, namely Instagram and Facebook. While around half said communication apps like WhatsApp and FaceTime (51%) and gaming apps like Twitch and Discord (50%) typically use interactive live video.
For the study, Agora surveyed over 1,500 Gen Z consumers, 83% of whom said they were familiar with interactive live video features.
"To no one's surprise, entertainment and social media are leading the way on interactive live video features," stated Tony Zhao, co-founder and CEO of Agora. "They have mainstreamed interactivity in live streaming, with Gen Z now expecting it across all live video experiences."
Short form video content is trending among the younger demographic. Roughly 60% of TikTok users are part of Gen Z, marketing firm Wallaroo Media estimates.
YouTube is also doubling down on short form content, recently announcing that starting next year, YouTube Shorts creators will be eligible for content monetization.
Whereas Meta is looking to expand Instagram Reels, its own version of bit-sized videos.
But Gen Z consumers are finding interactive live video is still underutilized. Despite previous findings touting apps like TikTok and YouTube, 42% of Agora’s respondents think entertainment apps are not fully tapping into interactive live streaming.
Similarly, 41% of Gen Z consumers said the same for social media, and they think shopping (30%), healthcare (26%) and workplace (25%) apps also need to leverage more interactive live video.
Shopping is getting an interactivity boost with connected TV. Recent data from Innovid found roughly half of advertising for consumer packaged goods is coming from CTV – and those ads are bolstered by creative interactive components.
"Given the value of interactive live streaming to younger audiences, other mobile app categories, from education to healthcare, need to consider integrating these features, as well," Zhao added. "Companies slow walking Gen Z preferences will get left behind."