The digital landscape is a crowded space begging for moments of a consumer’s distracted attention. To stand out, content has to offer something worth staying for. Educational entertainment, or edutainment, has emerged as an effective tool to garner attention and drive awareness and even conversion. 

Educational content has become a key strategy for brands in the US to promote their products, with 50% of marketers hiring content creators to produce educational content.1 This makes edutainment the most popular type of content for brand promotion and growth within the live streaming space and it maintains growth momentum. In 2025, 42% of US consumers say they prefer short-form branded videos.2 When education feels entertaining, attention becomes effortless. Live shows tap into this consumer demand by creating short, informative, and engaging segments that show off our client’s products and features in real time. 

In a world of doom scrolling, live content causes people to stop and stay. Live video content often outperforms other content types statistically due to its interactive nature, leading to higher viewer engagement and longer viewing times. In the second quarter of 2024, 8.5 billion hours of livestream content was consumed, ranking live video third in global popularity behind viral and music videos.3

At Cheil, we help brands like Samsung create livestreams that incorporate real-life product demonstrations, entertaining skits that blend humor and education, influencer integration, chat-driven engagement to keep the viewers actively participating, and even an occasional animal cameo. These dynamic segments are designed to keep the audience wondering what will come next. Over four livestreams this summer to promote and increase awareness of Galaxy S25 Edge, Cheil drove over 31M viewers, averaging 6+ minutes of watch time. In our most recent shows covering the Galaxy Z Fold7 and Z Flip7, we were #1 globally in live commerce views ahead of all other Samsung markets.

YouTube and Twitch have become primary sources of entertainment and product discovery, making them essential platforms for brand visibility. YouTube alone reaches 94% of US adults ages 18 to 49, making it a daily destination for content consumption.4 Using social-first strategies and keeping consumer behavior top of mind, live edutainment shows are built to meet audiences where they already are. They align with how people watch, learn, and shop today, blending branded education and platform-native storytelling to drive engagement. 

Cheil’s approach to live commerce is not just about streaming content, it is about creating live experiences that connect with audiences emotionally, inform meaningfully, and drive a more cohesive brand understanding. We create shows that encourage participation instead of relying on passive viewership. Every show is built with purpose, grounded in insight, and optimized for performance. As consumer attention becomes harder to earn, brands need more than visibility, they need interaction and trust. As we go live, we turn casual views into meaningful brand moments. By creating these moments, we help brands earn attention, spark connection, and stay top of mind.

1 https://www.statista.com/statistics/1326260/top-content-marketers-want-from-creators-us/ 

2 https://www.statista.com/statistics/1615403/favorite-brand-content-formats-united-states/  

3 https://www.statista.com/statistics/1254810/top-video-content-type-by-global-reach/ 

4 https://www.statista.com/statistics/1254810/top-video-content-type-by-global-reach/