Can YouTube, the "new army" of Mobile Live Video Broadcasting platform, become a rising star?

Recently, YouTube officially announced that it will launch Mobile Live Video Broadcasting. On June 24, at the VidCon Video Industry Conference, YouTube CEO Susan Wojcicki announced that YouTube will extend its live video function to mobile in the near future. Previously, Facebook Live and Twitter's Periscope have already taken the lead in the field of Mobile Live Video Broadcasting.

Original title: Observation: Can YouTube, the "new army" on the Mobile Live Video Broadcasting platform, become a rising star?

Recently, YouTube officially announced that it will launch Mobile Live Video Broadcasting. On June 24, at the VidCon Video Industry Conference, YouTube CEO Susan Wojcicki announced that YouTube will extend its live video function to mobile in the near future.

This feature will initially be available to a small number of creators and will be gradually promoted later. This feature will enable users to directly conduct live video through apps installed on their Mobile device.

In this regard, YouTube posted an official Weibo saying that it has been providing live streaming services since 2011, when live video was not yet popular. In 2011, only a few million people around the world watched the royal wedding live video. However, in 2012 alone, as many as one-sixth of netizens watched Felix Baumgartner's shocking jump on the edge of space.

It is understood that YouTube has previously provided live video, but only plus v channels can be used and need to be used through CreatorStudio.

Facebook is investing heavily in the field of live streaming. On June 22, foreign media reported that nearly 140 media companies and many celebrities had signed agreements with Facebook to provide content for its live broadcast service. Facebook has invested more than $50 million in this regard, hoping to retain 1.65 billion monthly users while earning more advertising revenue.

In addition, YouTube will allow users to post instant comments, but the comments posted by YouTube users will be slightly different from Facebook emoticons or the hearts that Periscope users send to broadcasters.

YouTube also said,"Using YouTube's architecture allows it to play live content faster and more reliably."

This also means that Google, the parent company of YouTube, has officially joined the Mobile Live Video Broadcasting battle. Previously, Facebook Live and Twitter's Periscope have already taken the lead in the field of Mobile Live Video Broadcasting.

YouTube launched a live video service on its website as early as 2011. This feature has attracted many fans by broadcasting cultural events such as the 2011 British royal wedding and the 2012 Felix Baumgartner's supersonic parachute jump. Just this year, YouTube became the first platform to broadcast the Coachella Music Festival in 360 degrees.

In terms of content, although YouTube has been involved in e-sports live broadcasts since 2013, the cooperation agreement signed with the League of Legends Championship Series, the largest e-sports professional league in Europe and the United States, is not exclusive. Therefore, mainstream League of Legends fans still go to Twitch to watch the live broadcast. Coupled with restrictions imposed by copyright laws in some countries, YouTube still needs to find ways to crack it when it comes to finding attractive content.

Although it was the first to enter the field of live video, YouTube, as the "king of video", is more than one step slower in terms of video social interaction.

It is reported that YouTube does not have communication channels like Facebook or Twitter, but it has many superstars and an incredible reach.

Like competitors in the live video category such as Periscope and Facebook Live, YouTube will allow users to announce instant conversations.

Of course, the conversations announced by YouTube users are still slightly different from Facebook's emoticons or the hearts that Periscope users send to broadcasters. In fact, YouTube launched live streaming services as early as 2011, and in 2013, it opened live video on all channels to reputable certified accounts.

However, YouTube pointed out that "using YouTube's architecture allows it to broadcast live content faster and more securely."

Last year, YouTube re-launched its live streaming platform YouTubeLive, which is said to focus on e-sports and games.

E-sports and games have developed very vigorously in recent years, and various competition activities have emerged one after another. Affected by this, Twitch, a video platform that focuses on live streaming of e-sports and game competitions, has also been sought after by many fans. YouTube, an online video giant owned by Google, also favored Twitch, but in the end, due to concerns about antitrust, Amazon was eventually allowed to seize the food for US$1 billion.

But since then, Google has not given up its efforts in this regard and has been seeking to acquire industry talent and content.

This is not the first time YouTube has attempted live video. In 2010, the world's largest online video site conducted live broadcasts of Indian Super Cricket League matches and claimed to be the world's first free online live broadcast of important sports events.

However, since then, the development of the live broadcast platform has gone from bad to worse. The content of the live broadcast basically focuses on foreign news, unpopular games or some Hangout videos. By early 2014, no live broadcast activities were mentioned on the YouTube homepage.

However, YouTube has not given up on this effort. After its failed acquisition of Twitch, YouTube began to poach talents in the streaming media industry and reportedly has recruited a team of 50 people. Twitch is in the limelight in e-sports and live games, and plans to expand into fields such as music. For Google, it must act quickly.

In addition, YouTube is also promoting a plan to pay for all services without advertising, which will be a major change for the company. Previously, as the world's largest online video service, YouTube has always advocated the concept of free, and its videos will only be mixed with short-term commercial ads. YouTube has more than 1 billion monthly active users.

YouTube CEO Susan Wojcicki has previously been in charge of Google's most profitable advertising business. Susan Wojcicki, CEO of YouTube, said that YouTube is still in the early stages of promoting its ad-free paid service. However, if you pay attention to other video services, you will find that they basically have both advertising and subscription payment models.

The promotion of a full-service ad-free business model will be suitable for users who like to watch videos on mobile devices. At present, mobile is the entrance pursued by various technology giants.

Editor: yvette