Live Streaming Statistics and Trends You Should Know In 2024

Blog 7 min read | Jan 8, 2024 | Martina Georgievska


Live streaming shows no signs of letting up on its meteoric rise in popularity and will continue to shape the digital landscape. As of 2023, the statistics surrounding live streaming have continued to demonstrate its pervasive impact on various industries and the ways individuals consume content.

Read along to learn more about where live streaming is headed in 2024.

Live streaming usage statistics

Live streaming has become an increasingly integral part of modern digital consumption, and understanding its usage statistics provides valuable insights into users’ viewing habits.

1. Smart TVs were the most popular devices for viewing live streams in Q2 2022.


The Smart TV was the overall go-to choice for watching live streams in 2022. However, it was most popular among LATAM viewers, with 43.3% of the viewing time spent on the device.

Globally, 34.4% of viewing time was spent on connected TV devices, 11.3% on mobile phones, while tablets were the least popular (4.8%).

2. The global streaming viewing time increased by 14% in Q2 2022.


Streaming experienced its most substantial year-on-year surge since the first quarter of 2021, with Asia leading the way with a remarkable 90% increase, followed by LATAM with a 70% rise, Oceania with a 26% uptick, and Africa with a 22% upswing.

In contrast, North America maintained its trend of single-digit growth, registering a modest 5% increase in streaming viewing hours, while Europe showed a slight improvement from the previous quarter, climbing by 20%.

3. Roku claimed a 23.1% market share of all devices globally in Q2 2022.


Amazon Fire secured the second position in the worldwide device hierarchy, commanding a share of 12.1%, and ranked among the top five devices in Europe, North America, and Asia. Samsung TV claimed the third-highest streaming hours globally, accounting for 10.4% of the total hours viewed.

4. 64% of consumers reported that live news was the most important content type when watching free video services in Q2 2021.


During the same 2021 survey, movies were the most popular content type for 42% of consumers using paid streaming services.

5. 46% of worldwide consumers spent 1-5 hours watching videos on social media in Q2 2021.


As per a survey, approximately 33% of global consumers dedicated between one to five hours per week to viewing paid video streaming services during the second quarter of 2021.

In comparison, only 12% of the respondents reported spending 15 hours or more using these services on a weekly basis.

6. 36% of connected TV viewers said they watch traditional channels on a daily or near daily basis.

(JW Player)

According to a new JW Player survey, 26% of connected TV users indicated that they never or almost never tune in to traditional channels like ABC, BBC or NBC.

As expected, those inclined towards linear TV demonstrated a higher likelihood of daily viewership of traditional TV networks, with 44% of respondents falling into this category.

Live streaming revenue statistics

Let’s begin with some stats on the global state of the live streaming market.

7. The global live streaming market reached $1.49 billion in 2023.

(Research and Markets)

The worldwide live streaming market recorded a growth of $250 million since 2022, at a 20.6% compound annual growth rate. A rise to $3.21 billion can be expected in 2027, at a compound growth rate of 21.2%.

8. The live video streaming sector held a market share of 63.18% in 2022.

(Global News Wire)

In 2022, live video streaming dominated the market with a revenue of 57.83 billion. This makes it the leading segment within the video streaming landscape, which incorporates live and non-linear categories.

Live streaming audience statistics

Now, let’s take a look at what’s popular among different viewer demographics.

9. 39% of U.S. viewers aged 35-54 used YouTube Live to stream live videos as of October 2022.


YouTube Live was the most popular live streaming platform according to a survey conducted in October 2022. 37% of users aged 18-34 and 22% of users of ages 55+ used the platform to stream live video content.

10. 47% of U.S. viewers aged 55+ said they never watch live stream videos in 2022.


It’s safe to say that the older generations don’t enjoy watching live stream video content, with only 9% of U.S. viewers reporting they watch live streams several times a day.

Among U.S. adults aged 18 to 34, 21 percent reported watching live stream videos multiple times daily. Conversely, among U.S. adults aged 35 to 54, 24 percent stated they never watched live stream videos.

11. 55% of Gen Z viewers used video streaming services more frequently because of staying at home due to COVID-19.


As of the second quarter of 2021, 45% of worldwide viewers in the same generation reported watching streaming services more often because of new or original content.

12. 30.4% of internet users aged 16-64 watch at least one live video stream each week.

(Digital 2022 Global Overview Report)

As of January 2022, 91.9% of internet users between the ages 16 and 64 stated that they watch any kind of video weekly. Furthermore, 51.4% of them watch at least one music video every week, while 37.1% watch a comedy, meme, or viral video.

Live streaming commerce statistics

The following stats will shed light on how consumers shop and engage in the evolving world of live-streamed retail experiences.

13. 35% of customers believed exclusive discounts were the main benefit of livestream shopping in 2022.


As per a survey conducted in 2022, 33% of respondents thought that the key benefit of livestream shopping was using it for inspiration and ideas. Moreover, 31% of participants highlighted that livestream shopping empowered them to make more informed purchasing decisions and shop more intelligently.

14. 34% of U.S. consumers had heard of live streaming shopping events in 2022.


In a survey conducted in 2022, over a third of U.S. shoppers were aware of live streaming shopping events, yet the engagement level remained lower, as only 20 percent of respondents reported participating in such events.

Conversely, in Denmark, despite equal awareness levels, the usage rate was slightly elevated, with 24 percent of respondents taking part in these activities.

15. 58% of global internet users chose Facebook for livestream shopping in 2022.


Instagram was the top livestream shopping platform choice for 46% of online users, while 15.8% of users purchased products during a live streaming event on TikTok.

16. 51% of retail companies worldwide used influencers or celebrities with 500,000+ followers in their livestream shopping events in 2022.


In-house staff trailed closely, employed by 45% of the surveyed global brands, retailers, and manufacturers. Only 28% of companies went with micro/nano influencers with less than 50,000 followers.

Video streaming trends

The media landscape is undergoing a seismic shift with the widespread adoption of internet-connected TV devices, as highlighted by JW Player’s latest survey revealing that 83% of respondents use such devices as their primary means of watching TV. This trend aligns with the decline in traditional TV network viewership, with only 36% of internet-connected device enthusiasts tuning in to channels like ABC and BBC daily.

Moreover, linear TV proponents are more likely to engage with traditional networks, showcasing a clear divide. As streaming services boom, content providers are projected to spend nearly $24 billion on scripted programming in 2023. Despite this, 80% of connected TV users express feeling overwhelmed by the abundance of quality content. The survey also sheds light on consumer behavior, indicating that 87% of connected TV viewers regularly use subscription services.

What’s more, content recommendations are deemed helpful by 21% of respondents, emphasizing the nuanced factors influencing content discovery. However, only 22% are likely to use interactive TV for purchases, and 71% express dissatisfaction with their ad experience, highlighting the need for improved ad targeting and engagement strategies in the evolving streaming landscape.

The future of streaming and connected TV remains bright, but success will hinge on delivering personalized, engaging ads that resonate with users.

Wrapping up

Looking ahead, the dynamic landscape of live streaming continues to shape consumer behavior and market trends in 2023. With the steady rise in viewership, the proliferation of diverse platforms, and the evolving role of influencers and social media, live streaming remains a powerhouse in shaping the future of entertainment, e-commerce, and digital engagement.