Livestreaming in events: a systematic literature review and research agenda

Purpose This systematic literature review (SLR) seeks to thoroughly investigate and synthesize existing research primarily focused on the role and impact of livestreaming technologies in the events industry. The review aims to uncover key trends and strategies associated with the integration of livestreaming in several event settings, including conferences, concerts and virtual events. Design/methodology/approach Employing a systematic approach, this review involves a meticulous search of the Scopus database and relevant literature using a predefined search string. The search is tailored to capture studies that specifically address livestreaming, with a focus on events such as conferences, concerts and other public gatherings. Findings This SLR uncovers the findings related to various aspects of livestreaming at events. Key areas of interest include the strategies employed by event organizers, audience experiences, technical requirements, monetization models, social media integration and the suitability of livestreaming in different event categories. By synthesizing the findings from the selected studies, this review provides an integrated framework of how livestreaming technologies impact event management, engagement and overall audience satisfaction. Research limitations/implications While striving for comprehensiveness, this SLR acknowledges potential limitations inherent in the available literature. Variability in research methodologies, publication biases and evolving technologies may introduce limitations. Additionally, the scope is limited to English-language publications within the specified subject areas. These limitations will be transparently discussed to guide future studies and promote the efficient utilization of livestreaming technologies in the events industry. Originality/value The originality of this SLR hinges on its thorough examination of the current state of knowledge on livestreaming technologies in events. The identification of trends and strategies will offer valuable insights for both scholars and practitioners, guiding future research directions and informing strategic decision-making in the dynamic field of event management.