[eMarketer] Where to reach livestream viewers on social media

Among US social video viewers, YouTube is the most popular place to watch live content, with 52.0% tuning in on the platform.

Facebook ranks as their second app of choice, used by 42.6% for live video, while Instagram and TikTok tie for third with 33.4%.

According to eMarketer, the Google-owned platform slips to second place among younger generations, however. TikTok is the top livestreaming destination for 16- to 24-year-old social video viewers, while Facebook is the go-to for those ages 25 to 44.