Unlike beforehand prepared posts on social media, live streaming refers to simultaneous audio and video content broadcasts in real-time. This practice is a fast-growing process encouraged by e technological advances. Its popularity grows daily with the number of viewers. The process takes interaction to another level, as it allows the familiarization with content in real-time, as well as interactions between the content creator and their followers at the same time. Live streaming unites a large number of different kinds of content creators and influencers, for instance, gamers, musicians, artists, cooks, beauty vloggers, reviewers, entertainers, online shoppers, etc. 

As for other social networking services, competition is heated in the live streaming market. As viewers receive a load of similar information, it becomes harder to grab their attention. For such kinds of occasions auxiliary platforms were created that allow online users to buy YouTube views of similar metrics. They offer promotional services, highly customized targeting, quick results, and a safe collaboration experience.

Streaming services have several characteristics in common: they are simultaneous, real-time, users utilize personal digital mediums, the audience can interact with streamers using chats, and they can support favorite content creators financially; content includes information behavior. Information behavior can be explained as human interaction with information and sources, such as direct communication with others or passive data intake.

Communication Focus And Its Advantages

The communication focus combines discussion themes chosen by streamers. As they decide these topics based on their viewers’ requests, questions and recommendations commented on in the live chats in order to keep them interested. Live streaming is revolutionary as we might consider that streamers provide their own market research (For example, polls on Youtube) to understand segmented audiences’ needs and provide content to satisfy these needs. Other than that, these content creators gain attention by describing the high-value creative activities such as quality gameplay, commentaries, and reviews.

As mentioned above, community and content-based streaming may have a more immense influence than initially thought. These effects might be monetary (such as streamers’ income, commissions, etc.) and nonmonetary (for example, changes in user behavior and perceptions.) 

The effects of community-based influence can be explained with self-determination theory, as it examines how external impacts help individuals redress their psychological demands and encourage their desire to take part in a particular action. 

This type of communication is relatively simple, as a streamer can easily provide a viewer with a sense of belonging and engagement by referring and including them in performance. Allegedly all this process does not involve material elements and probably will have a positive influence on nonmonetary results such as streamers reputation, appraisal, or viewer engagement are less likely to spur financial contributions for the streamer.

On the other hand, content-based communication is more complex to provide as it requires specific skills for streamers to have in order to carry out the exceptional activities that make them unique for their viewers. This kind of communication is a more potent stimulus to foster engagement, as viewers aim to satisfy their psychological needs such as self-development. It has both monetary and nonmonetary effects, as it meets more extensive demands. And there is an action of reciprocity. When viewers feel highly satisfied, they continuously support the streamer as they strive to get more high-quality content in the future.

Non-entertainment Use Of Live-stream

In the YouTube subscriber boosting example with youtubestorm above we mentioned YouTube. Now this streaming platform can be used for entertainment focused streams but mostly it is not used for that reason.

Apart from commercial and entertaining functions, online streaming can combine mass media purposes, as only after several months of developing streaming applications, news media quickly incorporated and adapted them. It is true that even earlier, journalists randomly used their personal phones while working. 

However, they got the grip of live streaming benefits as they were able to practice their profession any time anywhere, as it is an effective way to deliver authentic real-time information to the audience immediately. For example, these are some practices journalists follow before streaming: Initial planning and equipment testing, using two mobile phones, one for communication and one for streaming, paying attention to comments, and actively answering the audience’s questions while broadcasting.

Besides the random utilization, some broadcasting mediums and organizations deliberately use their social media profiles to live stream and share information. Moreover, not only professional journalists but anyone can broadcast important news from anywhere if they witness it. (So-called citizen reporting).        

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