THE EFFECT OF LIVE STREAMING ON AUDIENCE ENGAGEMENT: A STUDY OF AN EVENT MANAGEMENT COMPANY IN LAGOS.
- Project Research
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- Table of Content: Available
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- NGN 5000
Background of the study:
Live streaming has revolutionized the way events are experienced by enabling real-time interaction and extended audience reach. Event management companies in Lagos are increasingly incorporating live streaming into their service offerings to enhance audience engagement and extend the impact of physical events (Afolabi, 2023). This study explores how live streaming facilitates interactive experiences through real-time chat, Q&A sessions, and behind-the-scenes content. By providing a virtual platform, live streaming allows audiences who cannot attend events in person to participate actively, thereby increasing overall engagement and brand loyalty. The integration of live streaming also creates opportunities for data collection and personalized follow-ups, which can further enhance event marketing strategies (Babatunde, 2024). However, technical challenges, latency issues, and content quality concerns may detract from the viewer experience. This research investigates these factors, assessing how live streaming can be optimized to deliver high-quality, engaging experiences that meet audience expectations (Okoro, 2025).
Statement of the problem:
Despite the growing popularity of live streaming, event management companies in Lagos encounter significant challenges in maintaining audience engagement during virtual events. Technical glitches, inconsistent streaming quality, and limited interactive features can diminish the overall viewer experience (Afolabi, 2023). These issues result in reduced engagement levels and lower overall satisfaction. Furthermore, the lack of standardized metrics for measuring live streaming effectiveness complicates efforts to refine and improve digital event experiences (Babatunde, 2024).
Objectives of the study:
To evaluate the impact of live streaming on audience engagement.
To identify challenges affecting live streaming quality and interaction.
To propose strategies for optimizing live streaming experiences.
Research questions:
How does live streaming influence audience engagement during events?
What technical and operational challenges impact live streaming effectiveness?
What measures can enhance the interactivity and quality of live streaming sessions?
Significance of the study:
This study is significant as it provides insights into optimizing live streaming strategies to boost audience engagement. The findings will assist event management companies in Lagos in delivering more interactive and satisfying digital experiences, thereby expanding their reach and enhancing brand loyalty (Okoro, 2025).
Scope and limitations of the study:
The study is limited to examining live streaming practices for an event management company in Lagos, Nigeria, focusing exclusively on audience engagement metrics.
Definitions of terms:
Live Streaming: Broadcasting real-time video content over the internet.
Audience Engagement: The level of participation and interaction by viewers.
Event Management Company: An organization responsible for planning and executing events.
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