Publishers Turn to Livestreaming to Once Again Tap Video Budgets

The tech offers advertisers live audiences for digital prices

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As linear television viewership continues to decline, advertisers’ appetite for reaching live audiences has only grown in proportion. 

To capitalize on this opportunity and tap into lucrative video budgets, publishers including Condé Nast, Penske Media Corp. (PMC) and Overtime have all recently launched or expanded their livestream video capabilities.

The uptick of interest in the technology—by no means a new medium—comes as the boundaries between linear, digital and social video continue to blur, and the ecosystem grows more fragmented.



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This story first appeared in the July 2023 issue of Adweek magazine. Click here to subscribe.