Coachella's Vertical Livestream: Immersion vs Engagement
Key Takeaways
- Coachella's 2023 edition was broadcast entirely on mobile devices with a focus on providing a seamless viewing experience.
- Vertical video may redefine how people consume music events, favoring ease and accessibility over immersion.
- The 18-hour livestream garnered significant viewer engagement, with real-time data-driven insights providing an understanding of demographics and viewership numbers.
Last weekend, I immersed myself in Coachella's vertical livestream for 18 hours straight. My intention was to explore the hype surrounding vertical video and whether it could replicate the immersive experience of attending the iconic music festival.
Coachella, one of the world's premier music events, made the bold move to broadcast its 2023 edition entirely on mobile devices. The focus was on providing attendees with a seamless viewing experience, with the ability to watch sets on their phones from anywhere.
Upon commencing my marathon livestream, I encountered various artists, with standout performances from headlining acts like Ariana Grande, Billie Eilish, and Kendrick Lamar. Despite the lack of an in-person experience, I observed a remarkable level of engagement from viewers.
The data-driven insights provided real-time metrics on viewership numbers, engagement, and even demographics. These metrics hinted at a shift in how people consume music events, favoring the ease and accessibility offered by vertical video.
As I continued my livestream, I realized that, despite technological advancements, vertical video lacks the immersive quality and human connection afforded by in-person experiences.
I concluded my vertical livestream experience by questioning Coachella's choice of format and the implications for future music festivals.