5G will change how we participate in concerts, conferences and sporting events forever, says Verizon Media RYOT Studio's Head of EMEA, Mark Melling

As global economies closed in response to the COVID-19 pandemic, the events industry was among the hardest hit. Thousands of live concerts, conferences, and sporting events were cancelled or delayed indefinitely as uncertainty around social distancing timelines continued. Fortunately, live streaming apps and digital platforms allow these same organizations to re-create the contexts of events in virtual environments.

A recent Global Web Index study found that roughly two-thirds of UK consumers (66%) would livestream a live event at home if the event could not occur during the pandemic — including 73% of consumers ages 16 to 34. Now, artists, conference organizers, and sports leagues are taking unprecedented steps to accelerate their digital engagement with audiences. And despite some existing limitations, the introduction of 5G networks will provide new, lasting, and evolving opportunities for organizers, attendees, and the brands that sponsor their events.