Unique Livestream Viewers are distinct individuals who watch an online live event on a specific platform.
In the context of e-commerce, Unique Livestream Viewers (ULVs) are the different individuals who tune in to watch a live broadcast, usually product demos or reviews, Q&A sessions, or other types of interactive promotions on various online platforms like YouTube, Facebook, Instagram, Twitch, or even the ecommerce site itself. It helps brands to connect with their customers directly in real-time, building a stronger connection. Different from total viewership count, ULVs consider only different individuals, regardless of the frequency of their viewing.
Given there's no standard formula for calculating ULVs as it usually depends on platform analytics, most calculate ULVs as: Total Number of Viewers - Repeated Viewers.
If a live promotion got 1000 viewers where 200 were repeated viewers, the ULVs will be 800 (1000-200).
ULVs serve as a critical parameter in e-commerce analytics to understand the reach of live events. It reflects the brand's ability to engage its online audience effectively. A higher number of ULVs indicates that more potential customers have been exposed to the brand's messaging.
Improving ULVs, at its core, means attracting more unique individuals to live streams. Strategies to achieve this might include sending reminders via email or mobile notifications, strategic scheduling of live events, collaborations with influencers, and engaging content programming. Regular analysis and optimization of these strategies will also contribute to increased ULVs.
Several factors impact ULVs such as the timing of the livestream, the overall content quality, the promotion of the event, the platform used for broadcasting, and the event's topic or purpose.
ULVs, when correlated with other metrics such as conversion rate and Average Order Value (AOV), can provide rich insights. For example, if a high number of ULVs aligns with increased conversions or higher AOV, it confirms successful engagement during the livestream. Metrics like customer acquisition cost and return on investment can also be cross-analyzed to measure the effectiveness of livestream marketing.