“La plataforma más utilizada para la reproducción de audio al momento, Spotify, generó un crecimiento exponencial con más de 155 millones de suscriptores de pago y triplicó la cantidad de podcasts que ofrece, algunos generados e impulsados por ellos mismos”, informa usastreams, el mayor proveedor de servicios de radios y televisión para Latinoamérica.
Sin embargo, hay un área en particular que el confinamiento parece haber hecho explotar a nivel entretenimiento: los streams.
Se puede hablar en este contexto del renacimiento de dos aplicaciones que, en 2020 parecen haber llegado para quedarse. Y no solo por los números en los que se manejan sino también por las razones de su éxito y por las posibilidades que les depara en el futuro.
Twitch y Tiktok: los reyes de 2020
Twitch es una de las plataformas que vivió un incremento exponencial en 2020.
Creada en 2007 por dos jóvenes, actualmente se considera la plataforma de streaming más importante. Su enfoque se centró principalmente en un público adolescente enfocado en videojuegos, pero no tardó en ramificarse y, hoy, cuenta con una enorme cantidad de creadores de distintos rubros que logran monetizar su contenido a través de publicidad, suscripciones y donaciones de sus espectadores.
Sin ir más lejos, su récord más destacado fue lograr 667.000 espectadores en una misma transmisión de TheGrefg y, cada día, recibe un promedio de 26,5 millones de visitantes.
Twitch, sin embargo, no es una plataforma independiente. En 2014, Amazon la adquirió por US$1.000 millones y expertos coinciden en que aquí surgió el boom de la aplicación, junto con el auge de los juegos en línea. No solo esto impulsó la plataforma, sino también, ya situados en el 2020, el confinamiento sanitario.
Donde parecía haber una plataforma exclusivamente para gamers, ésta se reinventó y amplió sus contenidos para cubrir la demanda de usuarios que buscaban ver contenido original y en vivo y se convirtió en una seria competidora de Youtube. De hecho, en el segundo cuarto de 2020, Twitch experimentó un crecimiento del 56% en el total de horas consumidas superando, entre abril y junio, la marca de cinco mil millones de horas.
El éxito de esta plataforma surge de esta combinación perfecta entre entretenimiento y comunidad, algo que tiene en común con la otra aplicación del momento: TikTok.
Si Twitch fue el éxito rotundo del 2020 en cuanto a videos y streaming, TikTok hizo lo mismo como banda sonora del confinamiento. Y es que sus videos, que van de 15 a 60 segundos, con bailes y coreografías a través de canciones pegadizas hicieron de la plataforma un fenómeno sin precedentes. Aquí, cualquiera puede ser creador de videos de calidad gracias a la sencilla, pero completa tecnología de edición que han originado.
Se considera que su éxito radica, justamente, en que, a diferencia de Instagram o Youtube, el contenido es más importante que el creador, por lo que democratiza de forma exponencial la forma de crear entretenimiento.
Creada en China en 2017, dato no menor ya que es la primera app masiva que no tuvo su origen en Estados Unidos y su enorme éxito ha llevado a que una de las grandes, Instagram, tenga que salir a competir con un formato prácticamente idéntico, creando así los reels.
TikTok fue la aplicación más descargada en un trimestre (el primero del 2020) con 315 millones de descargas, y ya supera los 2.000 millones en total a nivel mundial. También cuenta con la opción de hacer videos en directo, algo que ayuda a que la comunicación entre usuario y creador sea aún más fluida y cercana, algo que en estos momentos parece ser la clave del éxito.
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