Live streaming
Livestreaming, live-streaming, or live streaming is the streaming of video or audio in real time or near real time. While often referred to simply as streaming, the real-time nature of livestreaming differentiates it from other non-live broadcast forms of streamed media such as video-on-demand, vlogs and video-sharing platforms such as YouTube and TikTok.
Livestreaming services encompass a wide variety of topics, including social media, video games, professional sports, and lifecasting. Platforms such as Facebook Live, Periscope, Kuaishou, Douyu, bilibili, YouTube, and 17 include the streaming of scheduled promotions and celebrity events as well as streaming between users, as in videotelephony. Livestreaming sites such as Twitch and Kick have become popular outlets for watching people play video games, such as in esports, Let's Play-style gaming, or speedrunning. Live coverage of sporting events is a common application.
Chat rooms are a key feature in livestreaming, allowing viewers to interact with the broadcaster and join ongoing conversations. These rooms often include emojis and emotes as additional communication tools.
Social media
In the field of social media, the term live media refers to new media that use streaming technologies to create and share live multimedia content among people, companies, and organizations. Social media marketer Bryan Kramer describes livestreaming as an inexpensive "key marketing and communications tool that helps brands reach their online audience." Users can follow their friends' live video "shares" as well as "shares" related to specific content or items. Live media can be shared through any Internet website or application; thus, when people browse a specific website, they may find live media streams relevant to them.Live media can include coverage of various events such as concerts or live news coverage viewed using a web browser or apps such as Snapchat. James Harden and Trolli promoted an upcoming NBA All-Star Game through Snapchat. Many of LaBeouf, Rönkkö & Turner's performance art were livestreamed, such as a stream of Shia LaBeouf in a theater viewing all his movies.
However, live stream commerce today enables sellers to showcase products through streamers, mimicking in-store sales tactics to encourage customer purchases. Chinese live stream-based retailing has contributed significantly to the country’s e-commerce sector, with reports estimating revenues in the tens of billions of pounds. The McKinsey report also demonstrates that live stream commerce is expanding in China, the sales from live stream commerce were expected to achieve $423 billion by 2022,. It is expected the US live streaming industry will grow from $17 billion in 2022 to $55 billion by 2026.
Facebook Watch
introduced a video streaming service, Facebook Watch to select individuals in August 2017, and to the public in January 2018. Facebook watch is a video-on-demand service that allows users to share content live. It allows people to upload videos that cover a wide array of topics including original comedy, drama, and news programming. Facebook Live allows Facebook users to include their own "reactions" when someone is broadcasting. One of the reasons that Facebook Watch is so successful is because the content is recommended to users based on algorithms that determine what the user would most like to watch.YouTube Live
was purchased by Google in 2006, and the pair subsequently announced their livestreaming app. Like Periscope, users can comment during the broadcast. Unlike Periscope, livestreams on YouTube can be saved and any user can access them through the app. YouTube head of product for consumers, Manuel Bronstein, stated that live streaming gives creators the opportunity to "actually create a more intimate connection with their fans."Kick
is a live video streaming service supported by online betting Stake.com along with streaming personality Trainwreckstv. Launched in 2022 as an Amazon-owned Twitch alternative, Kick emerged after Stake.com and other gambling sites were restricted on Twitch. Kick offers a 95% revenue share to streamers and 5% to the platform.Although Kick is not officially linked to Stake.com co-founders, records show they are the main shareholders of the company owning the streaming site.
Notable streamers like Hikaru Nakamura and Nickmercs, formerly popular on Twitch, joined Kick, contributing to its average of 235,000 live streams per day as of June 2023.
Lifestreaming
, also known as lifecasting, is the practice of continuously broadcasting various aspects of one's daily life to an online audience. This modern phenomenon allows people to share even mundane events in real-time, giving viewers an intimate look into someone's routine.Justin Kan, an entrepreneur and internet personality, is often credited with bringing this concept to the mainstream. He founded Justin.tv, a website initially focused solely on broadcasting his own life 24/7. This lifecasting platform eventually evolved, serving as the foundation for a new style of online sharing and paving the way for more diverse content.
In its early days, Justin.tv was an experimental space where Kan himself was the main focus, capturing everything from his workdays to social interactions. This format marked an early example of real-time personal broadcasting using emerging internet technologies. Kan's innovation in this area led to the popularization of lifestreaming, which has since evolved to include various forms of content and millions of users worldwide. Today, the influence of the original concept can be seen across multiple platforms and in different variations, extending beyond individual lifecasting to live broadcasts of events, gaming, and more.
Twitch
is a livestreaming video platform owned by Twitch Interactive, a subsidiary of Amazon. Introduced in June 2011 as a spin-off of the general-interest streaming platform, Justin.tv, the site primarily focuses on video game livestreaming, including broadcasts of eSports competitions, in addition to music broadcasts, creative content, and more recently, "in real life" streams. Content on the site can be viewed either live or via video on demand.Bigo Live
is a live streaming platform owned by a Singapore-based BIGO Technology, which was founded in 2014 by David Li and Jason Hu. As of 2019, BIGO Technology is owned by JOYY, a Chinese company listed on the NASDAQ. Like YouTube Live, users can watch trendy live streams and comment on the broadcast. Unlike YouTube Live, users on Bigo Live can filter out broadcasters from a certain country on the explore page.Former
Periscope
In March 2015, Twitter launched a livestreaming app called Periscope. Normally, users would see a hyperlink attached to their broadcast, directing people to a new tab. Using Periscope, videos appear live on the timeline. If the user has allowed the site to share information, others can see where the user is streaming from. During the broadcast, users can comment, talk to the broadcaster, or ask questions. Kayvon Beykpour, CEO of Periscope, and Dick Costolo and Jack Dorsey, former CEOs of Twitter, all shared a common goal—to invent something that would merge both teams into one instead of as partners. It was discontinued in March 2021 due to declining usage, product realignment and high maintenance costs.Mixer
entered the livestreaming scene when it acquired Beam, the Seattle-based company, in August 2016. About a year after acquiring the company, the service was renamed to Mixer in May 2017. The platform was the first to bring multiple features to livestreaming such as interactive gameplay, where viewers could influence gameplay, and co-streaming, where viewers could watch multiple viewpoints of teammates in the same game. Like Twitch, viewers on Mixer could pay to subscribe to streamers on a monthly basis. Viewers could also buy "Embers", which was the e-currency used by the site, and could donate that to streamers as well. While Twitch remained the biggest company in the business, Mixer attempted to raise its stock by signing multiple big streamers to Mixer-exclusive deals. These signings included Tyler "Ninja" Blevins in August 2019, Michael "Shroud" Grzesiek in October 2019, and Cory "King Gothalion" Michael also in October 2019. Mixer announced it would be shutting down its streaming services on July 22, 2020. In the announcement, Mixer's parent company, Microsoft, announced a partnership with Facebook gaming, and directed current users to the new platform.Video games
Livestreaming playing of video games gained popularity during the 2010s. David M. Ewalt referred to Twitch as "the ESPN of video games". The website spawned from and grew to overshadow Justin.tv, and was purchased by Amazon.com at the end of 2014 for US$970 million. As one of the leading livestreaming platforms, Twitch now has millions of broadcasters and has nearly two hundred million viewers. Other video-game oriented streaming websites include Smashcast.tv, which was formed after the merging of Azubu and Hitbox.tv, and the South Korea-based afreecaTV. In 2015, YouTube launched YouTube Gaming—a video gaming-oriented sub-site and app that is intended to compete with Twitch.An example of a notable livestreamed event is Games Done Quick, a charity speedrunning marathon hosted on Twitch. Viewers are encouraged to donate for incentives during the stream such as naming characters in a run, having the runners attempt more difficult challenges, or winning prizes. Over $10 million has been raised across sixteen marathons.
Professional streamers can generate livable revenue from viewer subscriptions and donations, as well as platform advertisements and sponsorships from eSports organizations, often earning much more from streaming than from tournament winnings. The audiences of professional gaming tournaments are primarily livestream viewers in addition to live audiences inside venues. The International 2017, a Dota 2 tournament with the largest prize pool in eSport history, was primarily streamed through Twitch, having a peak of over five million concurrent viewers.