Livestreams have changed how we watch our favorite content. From concerts and talk shows to cooking demos and gaming marathons, content is now happening in real time, and audiences are tuning in on their own terms.
This type of entertainment is easy to access, low commitment, and high engagement. You can check in from your phone, your couch, or during a lunch break. There’s always something playing, and something for everyone.
To better understand how livestreaming fits into people’s routines, Ipsos iSay asked its community* about their viewing habits. The results reveal who’s watching, what they’re watching, and how they’re participating once they tune in.
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How Often We Watch - Livestream Viewing Habits
Livestreams have found a home in our daily routines. Regardless of whether it's a quick check-in with a favorite creator or tuning in for a full event, people are engaging on their own terms and often on the go. Here's how frequently viewers are pressing play.
Daily Streamers
A steady 29% of respondents say they watch livestreams every day. These viewers often use apps like YouTube or Twitch to follow creators, join real-time chats, or stay up to date on things like NFL games, esports, or live reactions. This trend aligns with how young men are shaping digital media habits, particularly in gaming and interactive content. Their influence continues to drive innovation and engagement on major platforms.
Weekly Watchers
For about a quarter of the participants in our poll (26%), livestreaming is a weekly habit. Regardless of whether it's catching up on sports commentary, watching a favorite podcast live, or joining webinars on LinkedIn or other professional platforms, these viewers make time once a week to stream live video content they care about.
Occasional Viewers
Another 22% watch occasionally, jumping in when something catches their attention. It might be a livestreamed concert shared via social media, a big playoff game broadcast through an app, or a city walking tour that comes across their page. The flexibility to watch when it’s convenient is key, and content can easily be discovered through links, notifications, or trending events.
Rare or Non-Viewers
Only 16% of Ipsos iSay voters in our poll said they never watch livestreams. The appeal of interactive or real-time content just hasn’t clicked for this group yet. But with livestreaming features becoming more integrated into platforms like Facebook Live and Twitter, more casual users could start tuning in over time.
What We Watch - Top Livestream Content
When people tune into livestreams, what content keeps them watching? To answer that, Ipsos iSay asked viewers: What type of livestreams do you enjoy the most? This section reflects only the responses from those who actually watch streams, excluding those who answered “never.”
Gaming Streams
About a quarter of livestream viewers (24%) say they prefer gaming streams. From high-stakes eSports (electronic sports) tournaments to laid-back and cozy playthroughs on platforms like YouTube Gaming or Twitch, gaming content is a major driver of livestreaming. It combines entertainment with real-time commentary, interaction through emojis and chat, and the energy of shared competition and accomplishments.
Music and Concert Content
Similarly, just under a quarter (23%) enjoy music or concert streams. These livestreams offer front-row access to performances, sometimes even ahead of official tour dates or releases. The audio-first experience brings fans closer to the action regardless of whether it’s an acoustic set on a personal channel or a major event broadcast through a livestreaming platform.
Talk Shows and Live Podcasts
Talk-based content is the favorite of 18% of viewers in our poll. Think of live podcasts with fan interaction, Q&A sessions, or interviews streamed from home studios. These events often feel more personal and allow real-time feedback, sometimes supported by tech features like polls or live comments across streaming platforms.
Cooking and Food Streams
12% of livestream viewers said they most prefer to tune in for food and cooking content. From chefs streaming their top recipes to creators experimenting with trending dishes, these sessions are part-tutorial, part-entertainment, and they make excellent use of video platforms like YouTube for replayability after the live is finished.
Educational and Tutorial Streams
Another 10% enjoy learning something new in real time. Educational livestreams and webinars, whether through LinkedIn, company channels, or personal creators, allow users to connect with expert knowledge on the spot. For many who stream and take part in other mobile activities on the go, taking surveys on your phone just got easier, making it simple to share feedback and learn while multitasking.
How We Engage - Interacting with Livestreams
Most livestream viewers tend to sit back and enjoy the content, but some take advantage of interactive features offered by platforms.
Watching Without Interaction
Not too surprisingly, about half of livestream viewers (52%) of viewers prefer not to engage at all. These simply tune in and enjoy the livestream without chatting, clicking, or commenting. Regardless of whether it's an NBA game or a webinar, many treat it like a traditional one-way broadcast.
Interacting With Livestreams
For the other half of livestream viewers (48%) who enjoy live interactions with their favorite content creators, there are a number of ways to connect and participate.
- Chatting and Commenting: Around 18% of viewers participate in the chat, adding comments or reacting live. This real-time communication helps build community with the host and other viewers, and it makes streams feel more engaging.
- Liking or Sharing: 12% of viewers in our poll say they support creators by liking or sharing livestreams on social media. This helps to expand reach across platforms and attract more viewers.
- Following or Subscribing: About 10% say their preferred way to interact is to hit the follow or subscribe button. This helps viewers stay updated on future streams from their favorite channels, whether it’s sports, tutorials, talk shows, or any other topic.
- Joining Polls: 7% most enjoy interacting through built-in features like polls or quizzes. These tools add an interactive layer that boosts engagement during the stream.
- Sending Support: Only 1% send gifts or donations to the hosts of livestreams, a feature mostly found on gaming or social media livestreaming platforms. Though a small percentage, these viewers often form the core of creator support.
Stream Your Way
Livestreams fit into our lives in different ways. Some viewers crave interaction, others just want easy entertainment they can dip in and out of. There’s no single way to enjoy them, and that’s part of their lasting appeal.
Let's revisit our Questions of the Day:
- How often do you watch live streams?
- What type of live streams do you enjoy the most?
- How do you typically engage with live streams while watching?
Think about how you watch, what you watch, and why it matters to you. Then, jump into more community insights by participating in Ipsos iSay surveys. You’ll find new surveys and daily questions waiting on your dashboard!
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*These results represent Ipsos iSay web visitors in the U.S. and Canada from May 14 – 20, 2025, and may not reflect the views of the general population.
