LSN : Signals & Stats : YouTube’s Multiview feature amplifies Coachella festival experience

Anitta’s debut at Coachella shone a spotlight on favelas, sparking a social media frenzy, US

US – YouTube’s Multiview feature, renowned for enhancing sports viewing, will now extend its reach to the Coachella Valley Music and Arts Festival. The platform will offer live coverage from up to four festival stages simultaneously, a first-of-its-kind experience. With multiple performances unfolding concurrently across the festival grounds, the objective is to provide a cohesive viewing experience, allowing users to monitor each act and toggle between audio feeds.

Commencing on 12 April 2024, YouTube will stream live performances from six Coachella stages. Streaming live concerts has become a focal point for various platforms, with Hulu also venturing into this domain by featuring events like Lollapalooza and Bonnaroo. Unlike sports multiview features offered through subscription services, YouTube’s Coachella coverage will be accessible free via its app.

In addition, YouTube plans to offer exclusive merchandise, interviews and behind-the-scenes content on its YouTube Shorts platform. Viewers can catch up on missed performances through YouTube’s Coachella channel, which will repeat daily live-stream line-ups and provide on-demand highlights. The platform’s new feature along with social media advances in live-streaming are redefining neo-patronage, a topic we explore further in Digital Fandom Market.

Strategic opportunity

Today’s entertainment audience doesn’t want a one-size-fits-all experience. Instead, brands need to consider how they can, independently or through media partnerships, create hyper-personalised, phygital moments to keep consumers engaged