What’s going on with live video?


Written by on Thursday, September 8, 2016

Live-streaming video is having a pivotal moment. Explored equally by highbrow journalism, mainstream entertainers and all kinds of content creators in between, here’s a brief look into what’s happening in live video right now.

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Image: Shutterstock.com

The recent industry news demonstrate that live video might become bigger than anyone expected.  Facebook  reportedly hit 100M hours of video watched per day, and stated that it will distribute $50 million to 140 deals with publishers and celebrities for original Facebook Live shows

Tumblr launched live streaming with partners YouNow, YouTube, Upclose and AOL’s Kanvas.

YouTube’s mobile app also will soon enable livecasting. YouTube has provided live-streaming capabilities since 2011, and already notifies users of live shows 10 billion times a month. Musical.ly, the fast-growing karaoke social-media app, launched Live.ly at VidCon, hoping to expand talent roster to non-music stars.

With live content advertisers are hoping to tap into the crowd they no longer can reach with traditional TV. Facebook recently enabled branded content, and is currently testing mid-roll advertising. However it’s not sure yet how the platform will design it into a fully fledged ad product. The business models around live video are likely to start evolving at a fast pace. Finding video creators brands, media companies and MCN’s can succesfully collaborate with will pose an exciting opportunity for creators, but also challenges as for example Facebook still doesn’t enable creators to profit from their work.

After incidents such as the Dallas shootings this month, live streaming platforms will also have to make out new ethical policies and guidelines. The shooting incident was streamed live into Facebook by a bystander, and triggered a new set of complex questions for real-time broadcasting.

Live video is a medium that may have to figure out how to deal with worst-case scenarios but to give the best-case scenarios a thought, too. Periscope CEO Kayvon Beykpour called audience interaction the key element of the new live stream process and reminded about the importance of sharing a point of view. “That we can have this conversation live, I think that’s powerful and important – but the audience also has a voice as well, which signifies the first time that the live medium has evolved.”