- il y a 9 heures
Future of Live Streaming by Webedia
Catégorie
🤖
TechnologieTranscription
00:00C'est parti maintenant, mais vous pouvez aller voir le matériel. Je suis sûre que ça va être très, très
00:06intéressant.
00:09Alors, nous avons 30 minutes de la nouvelle vidéo, et c'est présenté par Webidia, qui sont nos partenaires pour
00:19cette stage.
00:22Donc, la question est, pourquoi est live-streaming so successful aujourd'hui et qu'est-ce qu'il est en
00:27place pour l'avenir?
00:29Webidia will share its vision of live-streaming on the Discovery stage with us now.
00:35Please welcome to the stage Marion.
00:41And, sorry?
00:42Michel.
00:43Michel, of course.
01:01Michel.
01:10Michel.
01:18Michel.
01:23Michel.
01:24Michel.
01:26Michel.
01:28Butcher.
01:29et. Michel.
01:36Michel.
01:37Sous-titrage Société Radio-Canada
02:07Sous-titrage Société Radio-Canada
02:37Sous-titrage Société Radio-Canada
02:41Sous-titrage Société Radio-Canada
02:43Sous-titrage Société Radio-Canada
02:51Sous-titrage Société Radio-Canada
03:05Sous-titrage Société Radio-Canada
03:07Sous-titrage Société Radio-Canada
03:09Sous-titrage Société Radio-Canada
03:18Sous-titrage Société Radio
03:48Sous-titrage Société Radio-Canada
03:53Sous-titrage Société Radio-Canada
04:07Sous-titrage Société Radio-Canada
04:12Sous-titrage Société Radio-Canada
04:19Sous-titrage Société Radio-Canada
04:36Sous-titrage Société Radio-Canada
04:40Sous-titrage Société Radio-Canada
05:03Sous-titrage Société Radio-Canada
05:06Sous-titrage Société Radio-Canada
05:22Sous-titrage Société Radio-Canada
05:25Sous-titrage Société Radio-Canada
05:31Sous-titrage Société Radio-Canada
05:32Sous-titrage Société Radio-Canada
05:51Sous-titrage Société Radio-Canada
06:26Sous-titrage Société Radio-Canada
06:50Sous-titrage Société Radio-Canada
07:19Sous-titrage Société Radio-Canada
07:22Sous-titrage Société Radio-Canada
07:23Sous-titrage Société Radio-Canada
07:26Sous-titrage Société Radio-Canada
07:29Sous-titrage Société Radio-Canada
07:41Sous-titrage Société Radio-Canada
07:45So, obviously, we are convinced that the answer is not,
07:50as the two worlds are observing each other
07:53and how gradually we're working together.
07:56On one side, tweet channels comment on every programme,
08:02every content, what's happening on TV.
08:05This is a React format,
08:07which is today a standard on all the social networks.
08:11And streamers, for the very first time,
08:15are now obtaining broadcasting rights
08:17that were previously only reserved for the television channel.
08:24And one example here, Domingo,
08:26our top three streamer in France on Twitch,
08:30part of Webédia,
08:31a few weeks ago, thanks to RMC, a TV French player,
08:35was able to broadcast on live
08:39the Manchester Barca Europa Leach Mine.
08:42It's unbelievable.
08:44It was the first time that's happened on Twitch in France.
08:48On the other side,
08:50TV channels are already testing a lot of things also.
08:54They invest in Twitch,
08:55they create their own channel,
08:56their own verticals,
08:58and for them,
08:59it's the opportunity to reach out to a younger audience
09:02as they're deserting linear TV.
09:07And now, let's take a look
09:09on the five golden rules
09:11to success to this platform
09:14with Marion Boris,
09:15Marketing and Insight Director at Webédia.
09:18Hi, everyone.
09:20Let me change the slide.
09:23So, we'll try to explain why it works,
09:26and especially why it works
09:27and it's growing among younger generations,
09:30because it really works at Gen Z,
09:32and we'll see why.
09:34The first reason we see
09:36is because Twitch is the place
09:38where there is interactivity and participation,
09:41more than ever.
09:43Before, you were watching a TV show
09:45and were commenting,
09:46maybe on Twitter,
09:48or commenting with your friends
09:49in a private WhatsApp group,
09:51but on Twitch,
09:52you will comment live on this chat
09:54that will appear on the right of the screen,
09:57and you will see live
09:59how the community reacts to the content.
10:02So, that's really new,
10:03and it's really nourishing the platform,
10:06and it's how interactivity and participation
10:10come directly on the platform.
10:12So, the community will comment.
10:14They will also have an influence
10:16on what's happening in the show.
10:17So, that's the really novelty,
10:20because, for instance,
10:22they will say that for the next episode,
10:24they want this singer,
10:26or they will want this type of content.
10:29So, it's really new,
10:30and the last point is that
10:32they will also come to Twitch
10:33to meet with the community
10:35of the streamer they're following,
10:37and, in the end,
10:38they will maybe spend more time
10:40discussing in the community
10:43than reacting to what's happening on the screen.
10:47The second reason we think
10:50the Twitch phenomenon works,
10:52we call it shared culture,
10:54and we believe it's really important
10:55to this generation
10:56that really works with references,
10:59memes, gimmicks,
11:01and they love it.
11:02They love to make fun
11:03of what's happening on the screens,
11:04and, on Twitch,
11:06a lot is happening,
11:07and a lot is happening
11:08because it's live,
11:08so you never know what will happen.
11:10It will be full of surprises,
11:12and the community itself,
11:14by reacting and commenting in the chat,
11:17will, in the end,
11:18decide what will go viral
11:20and what will be memorable.
11:25The third reason we believe Twitch works
11:28is, we call it freshness and authenticity.
11:31Basically, for the vast majority
11:33of what happens on Twitch,
11:35the streamer that goes live
11:37doesn't even know
11:38how long the stream will last.
11:40It can last one hour,
11:41two hours, three hours,
11:42sometimes.
11:43It's no problem.
11:44So it's a really world of freedom
11:47and spontaneity,
11:49and the result will not be produced
11:54in terms of quality,
11:56but in the end,
11:57it doesn't matter
11:57because this generation,
11:59this famous Gen Z,
12:00they value a lot of efforts
12:02over perfection,
12:03so if it's not perfect,
12:04it's really no big deal.
12:07The fourth reason,
12:08it's really linked to the previous one,
12:10we called it real talk.
12:12In the end,
12:12the stream starts
12:13and then a lot happens
12:16and it's really a fresh
12:18and free talk
12:18for the participants.
12:21It means that you can talk
12:24as well of your intimacy,
12:26but also of politics,
12:27economics,
12:28and a lot happens on the platform
12:30that does not happen
12:31on traditional media.
12:33So in the end,
12:34it's a place
12:35where you can debate,
12:36you can hear other voices,
12:38alternative voices,
12:39but not only the bad ones
12:41and it's a place
12:42with less taboo
12:44than you can find
12:45on traditional media.
12:49And the fifth reason,
12:50we called it
12:51strong personalities
12:52because on Twitch,
12:53maybe you already know it,
12:55it's the communities
12:56that tip,
12:57that subscribe
12:58and in the end,
12:59that give monies
13:01to the streamers
13:02that shows.
13:03So in the end,
13:04it's a platform
13:05where the Gen Z
13:08chooses its heroes
13:09instead of being imposed
13:12some heroes
13:12and personalities
13:14that they didn't choose
13:15like it's the case
13:17in the television
13:18or in the movies
13:19or in the radio.
13:24So now I will let Michel explain...
13:27Oh, pardon.
13:28Domingo!
13:29Dewey, dewey, dewey, dewey!
13:31Sur la tête,
13:32c'est mis toi à tête!
13:34Il a déclenché le compteur.
13:35Allez, conclue maintenant,
13:37We will put it again after.
13:40It doesn't matter.
13:41No, no, no problem.
13:42I will let Michel explain to you
13:44why it benefits a brand
13:47to get associated
13:48with the live stream phenomenon.
13:50So we are going to talk
13:53about brands
13:53and the relation
13:55between brands
13:56and the platforms.
13:58So I would say
14:00that today,
14:03partnerships with brands
14:05consist mainly
14:07to sponsor existing content.
14:10It's very similar
14:10from TV
14:11as a brand
14:14will billboard
14:15the beginning
14:17and the end
14:17of the program.
14:18So it's quite comparable
14:21to the TV.
14:22but what is interesting
14:24is more and more
14:24we have
14:25integrated brand formats
14:26with dedicated
14:28programs,
14:29original programs,
14:30custom,
14:31especially for brands,
14:33bespoke events
14:34and similar
14:36to product placement.
14:37and I can say
14:38that brands
14:39can practically
14:40become content producers
14:41beside us.
14:42And I want to share
14:44with you
14:44a very short
14:47example
14:48of what we
14:51produced
14:51a few weeks ago.
14:54We organized
14:54a 3v3
14:56basketball competition
14:57with Tony Parker
14:59and Domingo,
15:00our top 3 streamer
15:01in France.
15:03And honestly,
15:04we'll see the content.
15:05You can imagine
15:06it's the NBA
15:07challenge
15:09as the production value
15:11was very high.
15:13So we can launch
15:14now the video.
15:15Thank you.
15:21Domingo!
15:22Dway, Dway, Dway, Dway!
15:24He's on the head
15:25of Mr.MV!
15:35So Twitch is about
15:37a long program,
15:39much longer
15:39than you can find
15:41on social networks.
15:42And Twitch
15:43does the opposite
15:44of the social networks.
15:45As you know,
15:46YouTube is promoting
15:48shorts,
15:49Instagram with reels
15:51and TikTok.
15:52And Twitch
15:52is quite the opposite
15:54as they produce
15:55because we produce
15:56content,
15:57maybe a few hours,
15:592 to 10 hours.
16:00And it's
16:02an opportunity
16:03for brands,
16:04which means
16:05that it's
16:05exceptional visibility
16:07and engagement.
16:08The metrics factory
16:10has measured
16:11at the average length
16:12of a sponsored live stream
16:13on Twitch
16:14is 3 hours,
16:1520 minutes.
16:16So much,
16:17much longer
16:18than the standard
16:19TV spot
16:21out of 30 seconds.
16:23So as we say,
16:25you know,
16:252023 will definitely
16:27be a pivotal year
16:29for the industry
16:30and for Twitch.
16:32As similar
16:33to the mainstreamization
16:36of the platform,
16:37the brands
16:37are following,
16:38we're observing
16:39the same move
16:40and all kinds
16:41of brands
16:41are investing
16:43and are present
16:43on Twitch
16:44from all the vertical,
16:46which means
16:46that now
16:48the market
16:48is really mature.
16:52So during
16:53these 3 hours,
16:5520 minutes,
16:55audience are
16:56particularly
16:56attentive
16:57to the command
16:58that they are watching.
16:59And this
17:00has demonstrated
17:01a level of engagement
17:02that is much higher
17:03than all the
17:06social platforms
17:07thanks to the chat,
17:08as we said before.
17:09And once again,
17:10the metrics factory
17:12is telling us
17:13that on Twitch,
17:147% and 50%
17:16of the audience
17:16participated
17:17in chat.
17:18And this figure
17:20can even rise
17:20to 35%.
17:22We see Jude,
17:23imagine the average
17:24on the social networks
17:25is less than 1%.
17:29And I would say
17:30that live streaming
17:31seems like
17:32an alternative
17:33to the infinity scroll
17:36as a rarity
17:37in the context
17:38of loss
17:39of attention.
17:40And our bet
17:41is that probably
17:42Twitch will win
17:44the war
17:45of attention.
17:48And to finish
17:49about brands,
17:50brands are welcome,
17:52quite welcome
17:52on Twitch
17:53as 55%
17:56of the communities
17:57are positive
17:58or neutral
17:59while they're talking
18:00about brands
18:00because they understood
18:01that thanks to brands
18:03they can have access
18:04to their favorite show.
18:06And there is
18:07quite a recognition,
18:08a positive recognition
18:09which is really different
18:12from the other platforms.
18:14And just to conclude,
18:19contrary to what you can think,
18:21haters and trolls
18:23don't show up on Twitch.
18:25So Marion will now conclude
18:28with our prediction
18:29of the future
18:30of live streaming.
18:34Yes,
18:35we will try to give you
18:36an idea
18:37of what we believe
18:38Twitch will be
18:39in the next
18:40two or three years.
18:41So the first point,
18:43we believe that
18:44as Michel told it
18:46at the beginning,
18:47gaming will remain
18:48central on Twitch.
18:49that's where Twitch
18:50comes from
18:51and that's where
18:51Twitch will go.
18:53So gaming will remain
18:54the first topic
18:56we believe
18:57for the next years.
18:58But we also believe
18:59that there is
19:00more and more room
19:01for other topics.
19:02As you can see,
19:04there are figures
19:05behind me
19:06comparing
19:08the number of videos
19:10uploaded per topic
19:11and how many viewers
19:13were watching
19:14each video
19:15for each topic.
19:16As you can see,
19:17gaming is the first topic
19:18to have videos uploaded
19:20and it's a good idea
19:22because there are
19:23many viewers per video
19:24but you can also see
19:26that for topics
19:26like science and tech
19:28and film and movies
19:29that are below
19:30in the ranking,
19:31there are not so many
19:32videos but when
19:33there is a video
19:34there are many viewers
19:36attracted to the video
19:37so we believe
19:38there is room
19:39to do something else
19:41on Twitch
19:41and really short term.
19:45We also believe
19:46that it's also linked
19:47to these new topics
19:48and thematics
19:49that there will be
19:50many new faces
19:51on Twitch.
19:52Twitch is very open
19:54so everybody can stream
19:55but we believe
19:56that not only
19:57gaming streamers
19:59will come up.
20:00For instance,
20:01now we see
20:01comedians,
20:02singers,
20:04sportsmen,
20:05everybody will come
20:06and try to have
20:07a chat
20:08with a live community
20:09on Twitch
20:10but we also believe
20:11that the game
20:12changing evolution
20:14will be when
20:15very famous YouTubers
20:17will come to Twitch
20:18and we have already
20:20seen a few examples
20:21of YouTubers
20:22who have like
20:23more than 10 million
20:26followers on YouTube
20:27that come and test Twitch
20:29and if you remember
20:31there are 7 million
20:32viewers of Twitch
20:34every month
20:35so if we consider
20:37that the 10 million
20:38communities
20:39of the biggest YouTubers
20:40will come and have a look
20:42we also believe
20:44that we predict
20:45a bright future
20:45for Twitch
20:46for the next years.
20:50And the last thing
20:51we wanted to show you
20:54is how the borders
20:57between live stream
20:59and real life
21:00are blurring
21:00and how live stream
21:03is no longer
21:03in like a teenager's room
21:06live streaming
21:07in front of its gaming
21:09in front of gaming
21:12show
21:12but how it really
21:14becomes a huge
21:15entertaining moment
21:17and to give you
21:18an example
21:19one of the most
21:20fast growing show
21:21that we produce
21:22at Webidia
21:23and it's called
21:23Zen
21:24they announced
21:25I think it was
21:27two weeks ago
21:29that the next
21:30if one of the next
21:31episodes would take place
21:33in Le Zenit
21:33in Paris
21:34a famous concert hall
21:37and you have to know
21:38that in less than
21:40one minute
21:40all the 5000 tickets
21:42were sold
21:42and there were
21:433000 people waiting
21:45to get a ticket
21:46so it's not anymore
21:48things that happen
21:49in the room
21:51of a teenager
21:51it's really a big thing
21:53that we are following
21:54and we want to help
21:55to develop this phenomenon
21:56I think we have
21:57a few images
22:10I think we have
22:12a big deal
22:12of a big deal
22:15and I think we have a big deal
22:26Quelque chose qui paraissait inimaginable il y a quelques mois encore.
22:29C'est ma photo de profil ou quoi ?
22:32Ces deux dernières années, on a fait tellement de choses, j'ai l'impression qu'on a eu mille vies.
22:36A la fin de Zen saison 1, on a voulu faire un truc un peu spécial,
22:38en organisant une fête sur un toit avec nos amis.
22:42En saison 2, on a voulu faire pareil, quelque chose de spécial.
22:46Le 26 juin, ce qui n'était qu'un jeu de mots entre nous devient concret avec vous.
22:50On a hâte de vous voir en vrai.
23:01J'aime toujours ?
23:02C'est moi.
23:02Hop là, voilà.
23:03Merci chef.
23:05Au revoir.
23:08C'est quoi ça ?
23:10Intercule, il va se faire tout seul aux ennemis de frère.
23:12Ouais.
23:18On va se régaler.
23:26Merci.
23:28Merci.
23:33Merci.
23:33Merci.
23:48Merci.
23:52Merci.
23:55Merci.
24:00Merci.
24:02Merci.
24:05Merci.
24:22Merci.
24:23Merci.
24:40Merci.
24:55Merci.
24:58Merci.
25:10Merci.
25:11Merci.
25:13Can I ask you to stay for a bit?
25:15Because we finished a bit early and maybe we can ask some questions to the audience.
25:18If they have any questions for you.
25:19We can try it.
25:20We can try it.
25:21Yeah, we can try it.
25:22Of course.
25:24So, does anyone have any questions for the content that you saw?
25:29We have a question?
25:30You can...
25:30We have a question.
25:31Okay, great.
25:31Thank you.
25:32Really speak into the mic, okay?
25:33Okay.
25:34Hi.
25:35Hello.
25:36Do I need to speak English or can I speak French?
25:38You can do it in French, no?
25:39Well, no, because I don't know if there's a lot of people here who...
25:42I'm going to speak English, it's fine.
25:43Yeah, they're doing better.
25:43Thanks.
25:44As you want.
25:44You said it before that I think the youngest generation loves Twitch because it's a free
25:50space and because it's an innovating one and they didn't find it anymore in
25:54the traditional medias.
25:55But the fact is that, oh, you're not afraid that if brands take so much place in Twitch,
26:02it's going to be the same inconvenience for that youngest people find in traditional medias
26:09and find it so less than what it was when they started to like it.
26:15So...
26:16Now, the difference with the traditional media is that when we choose the brands,
26:22you know, it's a perfect move and association between the communities, the creators, the streamer,
26:28and the brands.
26:29So...
26:30And we build authentic story, very custom story.
26:34You see, you saw the clip with Burger King.
26:36It's going to be crazy, you know, as Burger King is disrupting advertising.
26:43So, I think, thanks to the authenticity of the platform, it will never become as a traditional
26:51media.
26:52If you want to add something.
26:55And I wanted to say as well that that's part of our daily job at Webedia to explain to our
27:02clients
27:02that they have to let go when it comes to creators and that they have to fit in what the
27:08creator does
27:09and they do it the best way.
27:11So, yeah, for now on Twitch, some happenings are not really brand safe, let's say.
27:18But that's how it works.
27:20And how communities will accept it for now.
27:25Thank you.
27:25I was trying to get a second microphone.
27:27So...
27:27Any other questions?
27:28Yeah, please.
27:33You said at one point that there aren't any haters and trolls on Twitch.
27:37What makes you say that and does it have any consequences for the advertisers?
27:43Sorry.
27:43Can you do it again?
27:44Because we can't hear.
27:46I'm sorry.
27:46You said that there weren't any trolls or haters on Twitch.
27:51Yeah.
27:51What makes you say that?
27:53And does it actually impact what the advertiser wants to do on the platform or...
28:02Haters.
28:02About haters.
28:03Yeah.
28:04We also moderate the chat for the shows that we produce.
28:09So we know that there are not so many haters and that brands are quite welcome.
28:13And we also show this figure that was measured by the Matrix Factory that shows that the 95% of
28:20comments are...
28:22Not only positive, but at least neutral for brands.
28:25So it was quite a surprise for us as well.
28:28Yeah.
28:28We believe that there were trolls like on gaming forums or like everywhere else on the internet.
28:33But in the end, I think that this generation understands that brands are here to give money to the programs
28:40that have no money if the brands are not here.
28:43So that's quite a win-win situation, let's say.
28:47Thank you.
28:48And, you know, compared to the TV or traditional media, the streamer will always tell the truth.
28:53Always, always.
28:55And we tell the brands to do the same thing, you know, as it's authentic.
29:01And if there is a bad comment on Twitch, so that's fair and maybe they can answer.
29:08But that's, you know, that's the rule.
29:09That's the rule.
29:10And it's okay.
29:11We are okay with that.
29:13Yeah, haters is surely something that we all have to live with.
29:16That's for sure.
29:17Okay.
29:17Thank you.
29:18Yes.
29:18Yes.
29:22Thank you for your presentation.
29:23Thank you.
29:23I have a case for you.
29:26Imagine I'm an advertising agency and I want to promote the in-stream format in multi-region.
29:38And who do I need to contact?
29:41Do I need to contact the ad-ops on Twitch or do I need to contact the creators themselves personally?
29:49It's an un-political question.
29:52No, I would say both.
29:55I would say if you want to create and design custom event as we show high production values
30:02and choose the best streamer or creators to, you know, to be your ambassador, I would say
30:11CallWebedia and as we will build something very custom for you.
30:17And in the other hand, as we have a strong partnership, we have a strong partnership with Twitch as we
30:23are, you know, we produce a lot of original content.
30:27We work together.
30:29We work together.
30:29So, yeah, we will interact and…
30:35You can also do billboards like murals, but it will look like YouTube and television.
30:41So, do as you want, but…
30:43For the custom, maybe Webedia and for the billboard, TV-like, maybe Twitch.
30:49Okay.
30:50Thank you, both of you, Mary and Michelle.
30:53Thank you.
30:54Ladies and gentlemen, Webedia.
30:55Thank you.
30:56Bye.
30:56Bye. Bye. bye.
30:57Bye.
30:57Bye.
30:58Bye.
30:58Bye.
30:58Merci.
Commentaires