This story was delivered to BI Intelligence "Digital Media Briefing" subscribers. To learn more and subscribe, please click here.NBCUniversal is partnering with Snap to bring content from next year's winter Olympic games, to be held in South Korea, to the popular messaging app, according to The Wall Street Journal.Snapchat will house video clips from NBC's coverage of the games via live stories and the Discover section of the app. For the first time, advertisers will be able to buy sponsored geofilters and other Olympic-themed lenses.NBC also tapped Buzzfeed to co-produce Olympic content targeted at a millennial audience. NBC is banking on two major investments, $500 million in Snapchat and $400 million in Buzzfeed, to reach younger demographics and grow their digital business.NBC made $1.2 billion from the Rio de Janeiro Olympics. This represents a 20% increase over the 2012Summer Games in London, excluding local and affiliate revenue, according to AdAge.Primetime viewership went south for Rio. Compares to the London Games, primetime viewership of the Olympics declined 17%. The decline was worse for the 18-49 age bracket, which saw a 25% decline in prime-time viewing. Meanwhile, NBC's digital audience was 29% higher than that of London's.Snapchat had their own filters in Rio. While the company did not sell any Olympic-themed lenses for Rio games, they certainly released their own collection of stickers, lenses and filters. Some examples include country flag headband lenses and medal count filters.NBC wants to reach a younger audience.Snap users aged 18-24 are the company's largest age group among US daily active users, and the demographic continues to spend less time watching TV. Meanwhile, the median age of viewer who watches the Summer Olympics increased from 46.9 years in 2008 to 48.2 years in 2012,accordingto Dentsu. NBC can leverage Snapchat to attract younger viewers, and hedge any poor TV ratings, like the last winter Olympics in Sochi.The deal providesmomentum for Buzzfeed's rumored IPO. Buzzfeed is reportedlyaiming to gopublic sometime in 2018, and a successful run during the Winter Olympics could build up interest, and ad revenue, if the company sells shares on the open market.NBC has exclusive US broadcast rights for the summer and winter Olympics through 2032 at a nearly $12 billion price tag, and incorporating digital strategies will be an increasingly important component in garnering a meaningful return on that investment.If 2015 was the year that brands and advertisers embraced online video, then 2016 saw the medium take the next step as live streaming took off.Live streaming video refers to broadcasts in real time to an audience over the internet. While the concept of live streaming has been around for years, mobile-first video platforms with user-generated content have just recently begun to make serious waves thanks to improved video quality, faster broadband speeds, and enhanced mobile technology.Online video has become a key part of the strategic business model for both brands and marketers as they seek more innovative ways to capture consumer attention. Creative live streaming video initiatives and campaigns are a way for companies to cut through the digital clutter and have emerged as the medium of choice not only for person-to-person sharing, but also for business-to-consumer (B2C) and business-to-business (B2B) communication.Brands are increasingly using live streaming to reach audiences. Its importance has grown significantly thanks to substantial investments by social platforms such as Facebook, YouTube, Snapchat, and Twitter to build and enhance their live-streaming platforms.And advertising dollars are likely to follow. 88% of agency respondents stated that they 'might' or 'definitely will' invest in live stream video advertising over the next six months, according to a recent Trusted Media Brands survey.BI Intelligence, Business Insider's premium research service, has compiled a detailed report on live streaming video that examines the eruption of online video from the perspective of both consumers and advertisers and assesses how live streaming is emerging as the medium's next catalyst for growth.Here are some key points from the report:Live streaming video will further accelerate streaming videos overall share of internet traffic. Streaming video accounts for over two-thirds of all internet traffic, and this share is expected to jump to 82% by 2020, according to Cisco's June 2016 Visual Networking Index report.Live video's value comes from its unique ability to add an authentic human element to digital communications.As a result, brands are leveraging three main streaming methods to connect with their viewers: tutorials, product launches, and exclusive and behind-the-scene footage.Advertisers will continue to invest heavily in online video, especially as live streaming video gains traction. Already in the US, digital video ad revenue reached $7.8 billion in 2015, up 55% from 2014, according to figures from the Internet Advertising Bureau.While live streaming is still in its early stages, brands are leveraging micropayments, mid-roll video ads and direct payments from social platforms, to monetize their live streaming videos.The success of live streaming video hinges on brands overcoming a lack of measurement standards in the space, as well as changes insocial media sites' algorithms that affect what content users see.In full, the report:Examines the eruption of live streaming video.Explores the differences between platforms that host live streaming video.Breaks down successful approaches from both brands and publishers.Discusses unique monetization opportunities live streaming presents.To get your copy of this invaluable guide, choose one of these options:Subscribe to anAll-Accesspass to BI Intelligence and gain immediate access to this report and over 100 other expertly researched reports. As an added bonus, you'll also gain access to all future reports and daily newsletters to ensureyou stay ahead of the curve and benefit personally and professionally.START A MEMBERSHIPPurchase & download the full report fromour research store.BUY THE REPORTThe choice is yours. But however you decide to acquire this report, you've given yourself a powerful advantage in your understanding of live streaming video.Join the conversation about this story
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