United Talent Agency partner David Zedeck said he expects livestreaming to "become more of a norm for overflow, almost like a virtual balcony — virtual standing room only — for shows that are sold out."
He anticipates that concerts will be geofenced to fans in the surrounding area, while artists might use the platform to play virtual concerts in countries and cities where fans are not physically present.
"We'll see a great deal of streaming as ancillary to normal business, not to replace the business ... so I think it's here to stay," Zedeck stated.
MRC Data's Helena Kosinski further delved into the issue by citing a poll of Americans in the first week of January, which found 24% had watched a livestreamed event in the last two weeks, and 39% were likely to watch one in the next two weeks. People who have watched livestreams averaged nearly seven such events since the pandemic began, while 80% of viewers said they have been satisfied with the experience, and 74% are willing to pay for it.
If ancillary livestreaming pans out as Zedeck predicts, the pandemic may have helped more venues prepare to benefit. YouTube's Ali Rivera said her company wired more than 20 U.S. venues for livestreaming to prepare for the National Independent Venue Association's Save Our Stages Fest in October.
"The idea is to really allow them to livestream into the future, and be self-sufficient and have another revenue stream," she explained.