Live streaming – Who watches, where, and why

According to new research data from YouGov Profiles, 51% of British adults have watched a live video stream. Among them, Facebook Live is the most used platform, with 42% tuning in. The preference for Facebook Live is stronger among older viewers, with 50% of those aged 45-54 using it, compared to just 21% of those aged 18-24. YouTube Livestream follows closely at 39%, with younger viewers showing a higher engagement — 49% of those aged 18-24 use the platform for live streaming, while the percentage drops to 35% among those aged 45-54.

Instagram Stories is a popular choice among younger users, with two in five 18-24-year-olds watching live streams on the platform (42%). However, usage declines with age, as only 17% of those aged 55 and older watch live videos on Instagram. Twitch, which is known for gaming content, has the strongest appeal among younger audiences. One-third of those aged 18-24 use Twitch for live streams (34%), but interest falls significantly among older demographics, with just 1% of those aged 55 and above using the platform.

People who watch live streams cite real-time access to breaking news as the most common reason, with one-third selecting this option (33%). A quarter of viewers watch live content to follow official events such as sports (25%), while 24% do so for entertainment. Interaction is also a factor, with one in five saying they watch live streams to engage with other viewers or celebrities in real time (20%). Some use live streaming to stay updated on friends (15%), product launches and promotions (14%), or celebrity updates (13%). Others seek information, including product tutorials (13%), or enjoy the authenticity and unpredictability of live video (12%).

Despite the popularity of live streaming, many consumers choose not to engage with it. Nearly half (49%) of those who avoid live streams say they are simply not interested in the content. Another common reason is the desire for flexibility, with 31% preferring to watch content on their own schedule rather than tuning in live.

Advertisements and sponsored content are also deterrents, with 29% saying they avoid live streams for this reason. Some viewers dislike unedited video (10%), struggle with inconvenient timing (10%), or find handheld camera movements difficult to watch (9%).

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race.