Improve Video Streaming with Real-Time Interactivity
Published: 2024-03-25 22:44:48

Have you ever considered what made the video streaming industry so disruptive to traditional live-broadcast video content?

Well, it’s hard to pinpoint one reason behind the popularity. You could discuss the vast diversity of video content available on multiple devices. Or maybe it’s personalized viewing experiences driven by smart algorithms. And, of course, affordable pricing plans as an alternative to traditional live broadcasts. Currently, streaming platforms have broken barriers and become the ideal place for entertainment and education for all age groups.

From watching your favorite series or movies to Twitch streamers and educational tutorials from your favorite social media content creators on live video—there’s something for everyone. However, one significant aspect of live video streaming has been underlooked but currently significantly influences the growing streaming landscape, i.e. real-time interaction.

What is Real-time interaction?
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[Real-time interactive streaming](https://www.pubnub.com/solutions/live-audience-engagement/) is an effective way to engage and globally connect with large audiences in real-time. It allows them to live chat and express their thoughts with different engaging features.

Let’s discuss this in detail.

The Rise of Human Interaction on OTT Platforms
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When it comes to real-time interaction on streaming platforms, ‘Watch Party’ features are gaining prominence across video platforms, and users are craving more human interaction.

Watch Parties in the OTT (Over-the-top media service) are moving the industry towards improving online user interaction. Watch parties are undoubtedly worth investing in today’s competitive arena as they create a mini-virtual event community and involve active audience participation.

Real-time Interaction= Increased Watch Time
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As opposed to traditional on-demand online video, interactive streaming gives your brand a more personal touch while connecting with the target audience. This is one of the major reasons why live-streamed content receives increased watch time.

-   According to [Insider Intelligence](https://www.insiderintelligence.com/insights/livestreaming-trends-stats/#:~:text=Major%20players%20like%20Twitch%2C%20Facebook,billion%20hours%20in%20Q2%202019.) data, people worldwide spent 9 billion hours watching live-streamed video game content in Q2 2021.
    
-   According to a [Forrester study](https://www.forrester.com/report/Prepare-To-Support-Video-Livestreaming-For-Customer-Experiences/RES135382), viewers of live content will stick around for 10 to 20 times longer than those of on-demand media. Live video streaming gives your audience the best possible content experience, particularly when combined with an interactive experience.
    

Benefits of Real-time Customer Engagement in Streaming Platforms
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Most people enjoy at least one specific band, sport, or influencer and have watched when they click the “Go Live” button on their accounts. Whether Facebook Live, YouTube Live, or LinkedIn Live, we’re all used to learning from— and being entertained by— people on the other side of the computer screen.

Imagine if there was an in-person live event that you couldn’t attend, but instead, you could watch a simulcast and get all the updates from other fans via live chat, interactions, Q&A, and quizzes. Wouldn’t that be amazing?

Implementing high-quality, real-time interactive features in your streaming app allows viewers to enjoy the virtual experience and connect with people from different parts of the world in one place.

### Better Customer Engagement

With real-time interaction, you will see better customer engagement and a rise in traffic, where viewers can answer queries and enjoy live chats with interactive functionality. As a result, this will inspire brand loyalty and improve user retention rates.

### Global Accessibility 

No matter where you join the stream, you can be part of interactive live events like conferences, concerts, and lectures remotely. This has gotten a major boost, especially during the pandemic. In addition, users can watch the stream at any time and from any device, such as a laptop, tablet, or smartphone, if the recorded stream is available.  

### Dynamic Interactive Experiences

An interactive live stream can turn a static viewing experience into a dynamic live streaming event by offering viewers a video platform to engage in and get information in real time. With so many great chat features available, viewers can join in the conversation and build an engaging community for you. 

### Live Shopping

Imagine a sports VOD video stream where you could highlight players' jerseys and their accessories, allowing your viewers to shop directly while on your streaming service. A live shopping stream feature gives you a platform to display your products in front of a bigger virtual audience around the globe.

Moreover, multiple clothing brands can advertise their product details (using features like overlays, for example), allowing viewers to use coupons & discounts on the spot while purchasing.

What Does the Future Hold for Interactive Streaming?
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The future will benefit the streaming software sector, impacting different industries worldwide. Moreover, the rise of augmented reality (AR) and virtual reality (VR) will transform how users engage with video and audio content on live-streaming platforms.

Someday, you could be attending a live concert through virtual reality—placing you right in the front row, or exploring a documentary through an AR experience. Pretty cool, right?

The constant technological advancement will further enhance the possibilities of real-time interaction.

Final Words
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It’s safe to say that real-time engagement is at the forefront of the streaming industry. It has changed how we consume content, share views, and connect with others. As streaming services grow, embracing real-time interaction has become necessary in the digital age. 

Companies and streamers are already capitalizing on the opportunities and have been including monetization in their broadcasts. You could be next! Begin your streaming journey with a real-time interactive experience. 

Developers build real-time apps (like live-streaming) on PubNub because of their low latency and high-uptime guarantee. Thanks to their flexible platform, integrations with Enveu extend your app’s real-time capabilities even further. Check out their different [use cases](https://www.pubnub.com/solutions/live-audience-engagement/) and customer [case studie](https://www.pubnub.com/customers/)s to find your next project.

#### Contents

[What is Real-time interaction?](#h-0)[The Rise of Human Interaction on OTT Platforms](#h-1)[Real-time Interaction= Increased Watch Time](#h-2)[Benefits of Real-time Customer Engagement in Streaming Platforms](#h-3)[Better Customer Engagement](#h-4)[Global Accessibility](#h-5)[Dynamic Interactive Experiences](#h-6)[Live Shopping](#h-7)[What Does the Future Hold for Interactive Streaming?](#h-8)[Final Words](#h-9)

How can PubNub help you?
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This article was originally published on [PubNub.com](https://www.pubnub.com/blog/improving-video-streaming-through-realtime-interaction/)

Our platform helps developers build, deliver, and manage real-time interactivity for web apps, mobile apps, and IoT devices.

The foundation of our platform is the industry's largest and most scalable real-time edge messaging network. With over 15 points-of-presence worldwide supporting 800 million monthly active users, and 99.999% reliability, you'll never have to worry about outages, concurrency limits, or any latency issues caused by traffic spikes.

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