ABSTRACT
This chapter presents both sides of the live-streaming story: the facts and stats, but also the reputational risks of producing 'raw' video. Although all live-streaming apps vary slightly, they all allow people to broadcast live-video content that can be viewed on a phone, tablet, computer or TV. As humans, people have evolved to interpret visual information faster than the written word. Live-streaming is a new game entirely because it is dynamic, not static. Once a brand goes live, their competitors must follow. Customers will come to expect it. Live broadcasting on a cell phone is the missing link between TV and social media. Live-streaming has been made more accessible because of advances in technology. Online video has become a key part of the strategic business model for both brands and marketers as they seek more innovative ways to capture consumer attention.
