Gen Z wants apps with interactive live videos
Generation Z wants more interactive live videos in apps, according to a survey by Agora of 1,500 young people. The survey was conducted in the run-up to ’RTE2022,« a conference where interactive live videos were discussed in detail.
With live interactive video, audiences can respond via chat or emojis, and providers can interact with their audiences in real time. Eighty-three percent of respondents say they were already familiar with live interactive video features before taking the survey. When asked which mobile apps typically provide live interactive video capabilities, 75 percent cited apps such as YouTube and TikTok, 74 percent Facebook and Instagram, 51 percent FaceTime and WhatsApp, and 50 percent Twitch and Discord.
Mobile apps that typically do not provide live interactive video capabilities include shopping apps such as Amazon Live and Bambuser (33 percent), workplace apps such as Zoom and Slack (30 percent), education apps such as Khan Academy and Quizlet (17 percent), and health apps such as ZocDoc and Doctors on Demand (13 percent), according to the survey.
Companies risk losing target group Gen Z
"It's no surprise that entertainment and social media are leading the way in interactive live video capabilities. They have established interactivity in live streaming, and Gen Z now expects it for all live video experiences," said Tony Zhao, CEO of Agora. "Given the value of interactive live streaming to younger audiences, other mobile app categories - from education to healthcare - should also consider integrating these features. Companies that don't will lose Generation Z." (pte)
