With live 360-degree video, YouTube fires a shot across Facebook’s bow
YouTube beat Facebook to the live 360-degree video market. YouTube announced today that it would start allowing content creators to stream the virtual reality-style videos in real time, taking viewers right into concerts like Coachella.
“Today’s kids dreaming of going to a basketball game or a concert can access those experiences firsthand, even if they’re far away from the court. What were once limited experiences are now available to anyone, anywhere, at any time,” said Neal Mohan, YouTube’s chief product officer in a blog post today.
YouTube and Facebook have been pushing heavily into live streaming and 360-degree video, offering both formats separately, but it was only a matter of time before they merged. The 360 degree video format is virtual reality-light: viewers can move within the scene left or right, up or down, for a completely immersed view. But now, by going live, producers no longer need to stitch together multiple camera angles to attain the effect.
Last week, at Facebook’s F8 developers conference, CEO Mark Zuckerberg laid out the company’s 10-year plan, which emphasized live video and the power of virtual reality. Facebook has started shipping its Oculus Rift virtual reality goggles, and it released new open-sourced, 360-degree video camera designs to for manufacturers to build more devices capable of shooting for the social network.
Today, Google also released software for any camera maker to use to integrate YouTube 360 live video streaming capabilities.
It’s clear there is interest from media companies and online personalities to take their shows live online. Since Facebook opened its live video feed with top content producers like BuzzFeed and Tastemade, publishers have seen broadcasts capture hundreds of thousands of views at a time. Facebook also has live 360 ambitions, according to sources.
The Verge, owned by Vox Media, was one of the publishers to jump into 360 live, and said it would stream an “experimental pop show” on Wednesday. “As the technology becomes more accessible and consumers increasingly have access to headsets that provide a truly immersive viewing experience, we’ll be experimenting with creating media on the boundary between video and virtual reality,” The Verge wrote in a post today.
Publishers are eager to use the new video tools on the major platforms like Facebook and YouTube, but also want a clearer path to monetization.
YouTube has been more friendly in that respect, so far, with a number of revenue-making programs, including splitting ad sales from pre-roll videos.
YouTube did not immediately respond to a request for comment.
It’s unclear if YouTube would be able to get commercials into 360 live streams right away, but more companies are developing the technology to shoot VR commercials that could fit into such an environment.
How TikTok is taking lessons from the record industry in building a media business
Much of the industry conversation surrounding the app has centered on its ads business but its the creators on it that could spring the bigger returns.
Why TikTok stars are pivoting to gaming
Dressler and Waud used to derive a significant portion of their income selling merchandise to their fans on tours or at meet-ups. However, as these events have been canceled due to coronavirus and stay-at-home orders, they’ve sought to find another source of revenue online.
TheScore CEO John Levy on why sports betting is going mainstream
Consuming sports and betting on them usually happen in two different places. "If you look at the traditional way sports betting has been launched in Europe and even in North America -- in the offshore and black markets -- how people bet is through betting apps," according to John Levy, CEO of theScore, a Canadian sports media company. Those apps aren't where betters get their actual score lines and injury updates; they're where gamblers turn to once they've watched the game or read about it elsewhere. His company is looking to bridge that gap.
SponsoredVideo advertisers are turning to format innovation to push beyond interruptive experiences
In a new video, experts from GumGum, The Martin Agency and Pinterest discuss the future of video advertising — and outline their vision for how video ads can be less disruptive.
In first-party data play, The Guardian rolls out registration wall
Registration walls make it easier to tailor content, services and advertising to readers.
Member Exclusive‘You have full permission to hit the reset button’: Why marketers are using this period to experiment
With coronavirus tearing a hole through the 2020 marketing plan, some marketers see room for risk.