April 2021
Interview 35
Minogue and Miley Cyrus .
A seamless broadcast drew a staggering five million-plus global views , thought to be a record for a paid livestream . Audience unique log-ins included 1.9 million from China , 95,000 from India and 263,264 tickets sold across the regular ticketing platforms .
Sutcliffe knows that these viewer numbers were a one-off exception for a ‘ once-in-a-generation ’ female artist but it
“ IF THERE ’ S ONLY A FEW OF US , YOU ’ RE EITHER CONSIDERED A PIONEER OR A FOOL . INCREASED COMPETITION WILL POPULARISE THE MEDIUM AND BREED CONFIDENCE .” also signals a growing worldwide appetite for live and curated events broadcast straight to the living room .
Of course , the global pandemic has starved audiences of live entertainment and therefore demand for streamed concerts , theatre and comedy has accelerated during lockdown . But Sutcliffe believes it ’ s a trend that will coexist with the return of live events , due to a shift in consumer behaviours .
“ The emergence of connected TV , people ’ s improvements to their in-home entertainment systems and an enhanced focus on the environment by both artists and fans alike are all lockdown factors that will pave the way for live streaming to go mainstream ,” Sutcliffe argues . “ The music industry is still working out where live streaming fits within its paradigm . The conversations we ’ re currently having with labels are about providing extended reach to touring schedules and adding value to the promotion cycle of a new single or album release .”
According to a recent study by Magnite on connected TV ( CTV ) use , nearly nine in ten ( 89 %) UK respondents reported using a streaming service at least once a week and three-fifths ( 61 %) now watch CTV daily .
LIVENow says that following a deal with Apple TV , by the end of March it will be available on all CTV platforms including Samsung + and Amazon Fire Stick .
“ We ’ re also working with Dolby to incorporate Dolby Atmos . From an in-home entertainment system