Facebook Live has enjoyed mass adoption, a huge evolution in production quality and a spike in streaming frequency since the feature rolled out to brands and Chewbacca moms alike last year. We know Facebook Live is an important vehicle for increasing brands’ post reach, but as more and more brands turn the corner from trial and exploration to establishing steady programming and consistent viewership, we’ve been preparing to help them win the next big Facebook Live race: monetization.
In October, Delmondo rolled out our Facebook Live analytics offering to help monetize live and since then, we’ve analyzed the viewership trends of thousands of streams with a focus on concurrent viewers. Similar to TV revenue models, we expect that the first winners of Facebook Live monetization will be able to show advertisers that they are not only successful in bringing an audience in, but that they can sustain the audience’s interest throughout the stream. Further, they’ll be able to predict viewership peaks and price ads during these segments accordingly.
Live streams have taken us to the front row of protests, helped us figure out how many rubber bands it takes to make a watermelon explode and forever altered our collective video library of Things Melting. To date, success of these widely varied efforts has been scored by view counts, but view counts alone tell a very limited story that can often be paired directly with the built-in reach of a brands’ publishing network rather than the stream’s content.
Below are four key trends we’ve identified while viewing Facebook Live streams through a concurrent viewer lens, a lens we expect to become more and more important as brands race to monetize their Facebook Live efforts.