Library Dissertation Showcase

The Influence of Live-Streaming in the Events Industry

  • Year of Publication:
  • 2019

The events industry has begun to implement live-streaming to enhance audience reach, visibility, and introduce brand promotion. Live-streaming has been developing since 2005, and today social media platforms, such as YouTube, Instagram, and Linked In, are adding the service to their network. This study aims to investigate and discuss the way in which live-streaming has influenced event management techniques, commercial aspects, legislation, and forecast what the future may look like for the technology in the industry. As literature does not hold rich data currently, the Delphi method was used to meet the above research aims, but also to add to an under researched topic. This consisted of three questionnaires, each building on the expert’s answers with the aim of finding a consensus. This took place from the 27th February to the 18th March 2019, with the complete study taking seven months. From the work, the conclusion emerged that live-streaming has influenced the events industry in all investigated regards, but the extent to which it has was lower than expected. It was found that marketing elements present to be a large factor in one’s decision to live-stream events due to the promotional benefits the technology offers. A framework was built to demonstrate how all identified segments of live-streaming an event must cooperate, which includes operations management, organisational use, consumer outcomes, and future developments. The main conclusion drawn was that live-streaming has influenced event management practices, but to a lesser extent than predicted. The technology was found to be marketing driven, aiding commercial elements. The study implicates that live-streaming enhances audience convenience while adding to organisational development.

Keywords: live-streaming, events, Delphi technique, sponsorship, audience reach, event manager, cooperation for development.

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