Distributing Live Content: What Media Companies Need To Know 

Live content is changing the face of the media industry. Distributing Live Content that is broadcast in the here and now can take various forms, from real-time chats and blogs to live video streams. It’s important that media companies realize the potential power of these live content methods and use them to their advantage. Live chats and videos can allow a broadcaster to engage with viewers or listeners in real-time and help them to build up trust with them, while also providing the brand with a ‘face’ or ‘personality’. 

Live video

Live video is becoming more and more popular online, so it’s crucial that media companies take note of this. 

People enjoy watching others engaging in activities that they themselves enjoy – the popularity of footage showing video games trying out the latest games or food enthusiasts cooking a meal in real-time are just some examples. 

Brands often use this phenomenon to promote their services by paying social media influencers to test their products in real-time on platforms such as YouTube. This, of course, helps the platform by encouraging more views.

The power of real-time

The power of real-time content cannot be underestimated, and the rapid rise in popularity of Twitch TV – a platform dedicated exclusively to interactive live streaming – is a testament to this. Originally used mostly for live online gaming, Twitch is now considered to be one of the go-to places to watch online tutorials, music concerts, sporting events, and other live entertainments. 

The platform found success by streaming video gamers playing in live time, often with an audio commentary. But the service not only offered live broadcasts. With live chat boxes allowing gamers and viewers to connect with each other, it soon created successful online communities of like-minded people, which may have contributed to its popularity.

Social media

Social media now forms a major role in most company marketing strategies. Platforms, such as Facebook and Instagram, not only enable brands to promote their products but allow them to connect with consumers and build up a relationship with them.

Media companies such as Facebook and Instagram have taken advantage of the rise of real-time content by launching their own live streaming tools. Facebook Live and Instagram Live enable users to upload videos to broadcast in real-time, as well as interact in the present time via comments and reactions. 

Technical considerations

Media broadcasters should ensure that they have the infrastructure to successfully transit their content so that potentially millions of viewers can stream it at the same time and at a high quality. 

But there are ways for media broadcasters to ensure they have the most up-to-date technology to do this. An effective method is via playout services, which provide fast, reliable ways for companies to offer their viewers access to multiple broadcasting channels. 

Notify your audience

It’s all very well providing high-quality content but what’s the point if you’re audience doesn’t even see it? It might sound obvious, but it’s vital that media companies consider the short-term window of live content and try to work around it. 

Live broadcasters of news programs, for instance, should provide regular updates throughout the bulletin to inform new viewers or listeners who have only just tuned in. Audiences are more likely to stick around if they understand the broadcast, rather than switch off. 

Another effective method for media companies to ensure their live content doesn’t go unnoticed is by enabling push notifications. This means that every time a live video is uploaded online, audiences are notified via a pop-up box or message. 


There is no doubt that live content can be extremely lucrative for media companies. Broadcasters can look to numerous methods to ensure that their live content is of high quality and provides the best possible service to their audiences. 

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