Live – from a moment to a movement
By Tale Meester, Head of Strategy, OMD Netherlands
"TV is dead." How often do you hear that statement when it comes to purchasing linear TV advertising? Yet, if you look at the figures, it all turns out to be a bit more nuanced. The average 13- to 19-year-old still watches about 75 minutes a day, and 20- to 34-year-olds even watch 130 minutes (source: NMO 2025). But what are they watching? Because let's be honest: in my circle, linear TV viewing seems to be extinct.
The answer? Youth programs and coffee machine content. Think of the Disney Channel and programs like B&B Vol Liefde, The Masked Singer, or live entertainment like the Champions League. And it's precisely that last one that I want to talk about: Live. Because that's something the younger generation watches a lot, regardless of the platform.
From 'Broadcast Age' to 'Experience Age'
Back in the days of major broadcasters, 'live' primarily meant sitting together in front of the TV. The Dutch team at the World Cup, the Idols final – the whole country was watching. But today, 'live' is much more than that. It has become an indispensable part of the 'experience age'. Livestreams on Twitch, live shopping with creators on TikTok, Creator for Brands at Bol: technology is rapidly changing our viewing habits. And that demands a new perspective from brands on the entire live ecosystem.
Live Gaming is becoming more popular
From Moment to Movement
Live is authentic. And that's exactly what younger audiences crave. Did you know that most Gen Z’ers associate 'live' primarily with livestreams on social media? Traditional live TV is no longer the benchmark. It's about authenticity, shared moments, and content created in the moment – often by creators themselves.
Live consists of three phases: before, during, and after the main event. It's about live content, live discussions, and live behavior—such as chatting, shopping, or creating content together on the second screen.
The Three Faces of Live
1. Traditional Live Events
Sports, awards shows, reality TV: they still hold cultural capital. They're watched for the enjoyment of social interaction and to alleviate the fear of FOMO. But the real power now lies in the overall experience: bonus content, live commentary, backstage footage on other platforms.
2. Creator-Driven Live
Platforms like TikTok, Twitch, and YouTube give creators the space for unscripted, interactive sessions. According to NMO, Multiscope, and Newcom Research, an average of 30%-35% of Dutch consumers watched livestreams in 2024, with young people watching significantly more (50%-60%). In Q1 2025, 30 billion hours were watched worldwide, of which almost 7 billion were spent on gaming.
3. Live Shopping
Already a billion-dollar market in China, it's still limited to non-existent in the Netherlands – but TikTok Shop and Amazon Live (particularly via livestream on Twitch) are making inroads. Live shopping combines entertainment, product information, and direct conversion. We've already seen Bol. launch a livestream leading up to Black Friday, pushing its online store.
How do you leverage the power of Live?
Brands need to think broader and smarter. Build a holistic live strategy: not just be present during the event, but also before and after. And think horizontally: be visible across platforms, from major sporting events to social media streams and gaming.
Design for multiple screens. 83% of viewers split their attention between TV and mobile during live moments. So create platform-specific content that adds value in both environments. And remember: measurement is knowledge. Don't just look at media metrics, but also at changes in consumer behavior: brand association, perception, engagement, and conversion.
In a nutshell
Live is no longer a one-time event. It's a movement: participatory, platform-based, and constantly evolving. Brands that abandon their legacy approaches and embrace Live as a strategic ecosystem—not just as media buying—are best positioned for true real-time impact and long-term brand equity.
At OMD, we specialize in developing unique experience and commerce solutions, together with our partner labels Create and Flywheel.