Live streaming has emerged as a critical tool for publishers seeking new monetization opportunities and deepened engagement with audiences. Audience consumption of live content on the Internet is accelerating rapidly, and content creators are rushing to make the most of what that promises. Platforms like Facebook Live offer an attractive option for getting started with live streaming for a wide range of publishers. For smaller organizations without video infrastructure experts on staff, it’s a free platform that allows them to reach into potentially millions of members’ daily lives. For larger organizations, including Buzzfeed and The New York Times, Facebook Live’s paid initiative to jumpstart live streaming on the platform has been a compelling way to experiment with the medium. Additionally, Facebook continues to offer new video features and opportunities to reach audiences across devices.
However, media companies and content producers of all sizes should not start and end their live streaming strategies with social platforms alone. Engaging audiences on one’s owned and operated (O&O) sites with live streaming content also offers publishers and broadcasters a number of advantages.