What Will YouTube Gain By Offering Live Streaming?

Rumors have been spreading about YouTube entering the live streaming business after TechCrunch posted a screenshot of what the YouTube Live Stream feature may look like yesterday. YouTube has been streaming their own content, including sports, concerts and political speeches and debates, for a couple of years now and many have wondered when they would open up their live streaming doors for content creators. Signs are pointing to YouTube live streaming for all, but what is the incentive for YouTube to offer this new feature to content creators?

Of course YouTube’s largest incentive for moving into live streaming is competition.