What is live streaming?

Live streaming has reshaped how people deliver and connect with content. Viewers gain real-time, global access to events such as concerts, sports broadcasts, product launches, webinars and video game streams, while businesses and content distributors can easily go live to deliver more immersive (and immediate) content.

Compared to traditional broadcasting, live streaming differs in its:

• Platforms and transmission methods. Whereas traditional broadcasting transmits over-the-air signals to radio stations and TV channels, live streams transmit digital audio and video content using internet connections.

• Audience scope and scale. Broadcasters generally aim to reach broad audiences in a specific country or region. Live streamers can reach a global audience but often aim to reach a specific cross-section of people (boxing fans or adventure game enthusiasts, for instance).

• Scheduling and flexibility. Traditional broadcasts typically adhere to a fixed schedule—dictated by the station or channel and the broadcast provider—and provide consumers with a structured viewing experience. Live streams can be produced by anyone and can be delivered and consumed at any time.

• Interactivity. Traditional broadcasting is used primarily for one-way communication, where the station or channel sends content to customers’ televisions and radios, but the customer can’t interact with the broadcast. Live streaming enables two-way communication, where viewers can often interact directly with the stream using chat, comment and reaction features.

• Cost and accessibility. Broadcasting requires content producers to make significant upfront investments (for infrastructure and equipment), and it requires customers to own a television or radio device. Live streaming uses less infrastructure and less expensive equipment, and it makes content available to any device with an internet connection.

As streaming technologies and capabilities evolve, viewership of live streams—and their usefulness to businesses—will likely continue to expand. In the third quarter of 2024, nearly 30% of internet users worldwide watched some form of live streaming content weekly.¹ Furthermore, the global live streaming market is expected to grow by more than USD 20 billion between 2025 and 2029.²

As such, live streaming can serve as a powerful tool for enterprises looking to reach a global audience with engaging, innovative entertainment, education and business products.

Latency—the lag between the live event and the viewer’s screen—has always been a challenge for live streamers. However, ultra-low and sub-second latency content delivery networks (CDNs) have helped businesses overcome this issue.

CDNs are geographically dispersed server networks that enable faster web performance by locating copies of web content closer to end users. These edge servers—also called “caches” or “caching servers”—act as gateways between users and the origin (primary) server.

Each server in a CDN stores copies content—including HTML files, images, audio and video—from the origin server. That way, when a user requests live stream content, they can receive the stream from the server closest to their location instead of a primary server that might be hundreds or thousands of miles away.

Let’s say a panel of subject matter experts starts streaming from a laptop in New York, while a global audience, including a viewer in Sydney, joins the live stream on their smartphones. Instead of connecting with one central server, each viewer accesses the content through the CDN server closest to their location. In this example, the Sydney viewer might access the content from a CDN server in Sydney or Southeast Asia.

CDN servers bring files closer to customers, decreasing the time it takes for the data to stream across the network, reducing load times for users, and minimizing costs and bandwidth consumption. CDNs also increase scalability so that thousands (or even tens of thousands) of viewers can watch the stream simultaneously without buffering issues.

Live streaming involves several key processes to deliver low-latency content to users:

Live stream events start with raw audio and video data captured by content sources (cameras and microphones attached to smartphones, webcams and other recording devices).

Before streaming, the raw video and audio signals must be encoded into a digital format (a series of 1s and 0s) and compressed to make them suitable for transmission over the internet. Encoding is the process of converting the data into a digital format that various devices can understand. Common encoding standards include MP3, AAC, H.264, H.265, VP9 and AV1e3.

Live streaming platforms can encode data by using dedicated encoding devices (hardware encoders), which provide the streaming capacity necessary for high-performance professional live broadcasts. However, they can also use computer applications as encoders (called software encoders), which offer a more flexible and cost-effective option for streaming smaller-scale productions.

Compression is the process of reducing the size of the video and audio data by eliminating redundant elements. If, for instance, a video’s first frame shows a person speaking against a purple background, the purple background can be reused in subsequent frames without needing to be fully rendered again.

The process is akin to cataloging books in a library. The librarian processes and catalogs new books as they arrive in the library and stores basic publication information (title, author, publisher and publication date) in an easily accessible location within the library’s network.

If the librarian gets a new edition of a book series that the library already owns, the librarian doesn’t have to recatalog the whole series. They can just add information on the new volumes in the series to the existing records.

Digital media content—especially live streaming video content—contains massive quantities of data. To maintain a live stream, streaming tools divide data into smaller segments (typically, a few seconds apiece) and transmit them as content segments.

After the content is compressed, encoded and segmented, it’s ready to be distributed to viewers. To deliver a high-quality, low-latency live stream to potentially millions of users, streaming services rely on CDNs.

CDN servers are situated at the edge of the network and deliver content on behalf of the origin server. So, instead of the origin server handling all user requests, the CDN server nearest the live stream viewer handles data requests and routing. 

Each user device engaged with the live stream uses a dedicated media player, a browser-based player or a media player embedded in a social media platform (such as Facebook Live, Instagram Live or TikTok live streaming) to receive, decode and decompress the segmented live stream data. This process enables the live stream content to play continuously.

Many streaming services and media players offer adaptive bit rate streaming features, which can dynamically adjust video quality based on the viewer's internet speed. Adaptive bit rates help minimize buffering issues.

Live streaming’s origins trace back to the early days of the internet. In the early 1990s—as internet speeds improved and the first media players capable of supporting live streaming emerged—engineers started experimenting with live video broadcasts online. Such advancements allowed people to watch and listen to content in real time, but they also faced significant hurdles (technical limitations, restricted bandwidth and poor video quality were common challenges).

One of the earliest successful live streams was a concert in 1993 featuring the band Severe Tire Damage. Not long after (in 1995), RealNetworks, Inc. used RealPlayer software to broadcast a live baseball game, laying the foundation for live sports streaming and the other streaming innovations that would follow.

The landscape shifted again in 2005 with the launch of YouTube. The video sharing platform went on to host its first global live stream event—featuring popular YouTube personalities including rapper will.i.am,singer Esmée Denters and comedian Bo Burnham—in 2008.

Jump to today, and live streaming is everywhere, largely thanks to the rise of social media and dedicated streaming platforms. Services like Facebook Live, YouTube Live, Twitch, Instagram Live, and even LinkedIn, have made it easy for anyone with a smartphone or computer to broadcast live to audiences across the globe.

Live streaming now spans a wide range of use cases, from gaming tournaments and live music performances to educational sessions and virtual conferences, and the introduction of CDNs has revolutionized streaming content distribution. Today, it’s common for streaming platforms to use multiple CDNs simultaneously, which further highlights how essential they’ve become for delivering seamless, high-quality streams.

Other significant trends include multistreaming—streaming the same event across multiple platforms at once—and the use of pre-recorded video in “live” broadcasts, which enables creators to perfect their content beforehand and air it as a “live event.”

The integration of blockchain technology with live streaming platforms has also introduced new capabilities. Blockchain is a shared, immutable digital ledger that stores data across multiple network nodes, making blockchain-supported live streams resistant to tampering and cyberthreats. It also helps businesses build decentralized CDNs that distribute live content across computers, so streaming platforms can manage demand surges and fluctuations more easily.

Live streaming applications can use various protocols to deliver real-time audio and video content over the internet. Each protocol has specific applications, and the right protocol for a given live stream depends on factors such as the target audience, device compatibility, network conditions and specific use cases.

The most widely used protocols include:

RTMP is among the first protocols used for live streaming. It’s a stateful protocol (that stores user data between interactions) primarily used to stream audio, video and data over the internet. RTMP was commonly used alongside Adobe Flash Player, but its use has declined since Flash became obsolete.

RTSP is a network control protocol that allows clients to control the playback of streaming media by enabling pause, rewind and fast-forward functions. The RTSP works with real-time transport protocol (RTP) to deliver media data to user devices, especially those running surveillance and monitoring applications. 

The HLS protocol was developed by Apple to work over standard HTTP, making it firewall-friendly and straightforward to implement. HLS is commonly used to deliver video-on-demand and live video files to a wide range of devices (including smartphones, tablets and smart TVs), especially those using iOS and macOS operating systems.

DASH is an international standard developed by the Moving Picture Experts Group (MPEG), an alliance for media coding standards. DASH enables adaptive streaming of a wide variety of codecs and formats. DASH uses a manifest file (a simple text file containing metadata for a group of files) to describe media segment locations and their attributes. This feature facilitates high-quality streaming in both live and on-demand streaming environments.

SRT is a highly reliable, open source streaming protocol that helps businesses deliver smooth live streams across unpredictable networks. SRT encrypts data to protect content during transmission and recovers well from data packet loss. This makes it well-suited for live streaming in professional environments.

WebRTC is a secured, open source protocol that enables real-time, peer-to-peer communication in web browsers using simple application programming interfaces (APIs). WebRTC can help content providers deliver secure video, audio and data streams without downloading new apps and plug-ins.

For individual users, live streaming requires only a recording device (such as a phone or laptop) and the right streaming platform for their content. But for enterprises, which often need to provide high-quality, frictionless streaming experiences, live streaming can require:

Businesses need professional streaming software that can handle multiple inputs and offer advanced production features, such as lower-thirds (graphic overlays positioned in the lower part of the screen), graphics and remote guest integration (which enables remote participants to join a broadcast or event).

Streaming software typically supports a wide range of video and audio sources, including network device interface (NDI) feeds for transmitting uncompressed videos and serial digital interface (SDI) feeds for compressed videos.

For content delivery, businesses typically rely on enterprise video platforms, which offer features such as granular analytics, content management tools and the ability to integrate with other enterprise systems, such as customer relationship management systems (CRMs).

Global CDNs help distribute streams to viewers worldwide with minimal latency.

Enterprise-level live streaming requires reliable, high-speed internet connections. Organizations typically need a minimum of 50 Mbps upload speed, especially for high-quality multi-bitrate or 4K streaming. To help ensure maximum reliability, organizations can set up redundant internet connections from different providers or use cellular failover with 4G/5G modems.

Bandwidth—the amount of data a network can transmit in a given time period—is also a key component of high-quality live streams. Higher bandwidth means higher-volume data transmission. To deliver high-definition streams, businesses need a minimum bandwidth of 5 Mbps but large-scale streams can require upward of 5 Gbps bandwidth to optimize stream quality.

Streams are often encrypted end-to-end, typically using AES-256 encryption, to protect content in transit. If needed, IT teams can implement access controls—as well as role-based permissions, password protections and geo-blocking protocols—to limit who can view a stream.

Live streaming software has changed how media content is consumed and shared and its versatility enables applications across business sectors and use cases.

Live streaming is an invaluable tool for fostering connection and interaction between clients and consumers. Live streaming services offer businesses several key benefits:

• Real-time user engagement. Live streaming enables real-time interaction with viewers using comment and question features, which helps foster a sense of community and connection.

• Wider reach. Live streams can reach a global audience instantly, breaking geographical barriers and allowing creators and distributors to connect with viewers from different regions.

• Cost-effectiveness. Compared to traditional broadcasting, live streaming requires minimal equipment and financial expenditure, making it accessible to individuals, small businesses and enterprises.

• Authenticity. Live content often feels more genuine and organic to viewers; the authenticity factor can help content creators foster trust and loyalty among viewers.

• Immediate feedback. Content creators and distributors can receive instant feedback from audiences, allowing them to adjust their content or approach as they stream.

• Content repurposing. Businesses can record and repurpose live streams for other forms of digital content, such as video clips, podcasts and articles.

However, live streaming can present a few challenges.

If, for instance, users experience significant latency in a live stream, they might stop interacting with it. This is especially true for gaming and sports live streams. Furthermore, high-quality live streams have substantial bandwidth and internet connection requirements. Insufficient network bandwidth and weak connections can degrade the viewing experience for users.

The evolution of live streaming has reshaped the way businesses and customers engage with media, and it will likely continue to open new avenues for global entertainment, education and business communication.

Virtual reality (VR), augmented reality (AR) and mixed reality (MR)—all of which allow users to interact with partially or fully simulated digital environments—are more accessible than ever. When integrated with advanced live streaming tools, these technologies enable viewers to attend live events in a fully immersive digital space, blurring the line between physical and virtual worlds. 

The rollout of 5G networks also has the potential to enhance live streaming, offering higher quality and more reliable broadcasts on mobile phones and other connected devices.

Multiplatform streaming, also known as multistreaming or cross-platform streaming, can help content creators live stream to different audiences across various platforms. Instead of setting up separate streams, streamers can use specialized software to broadcast across multiple channels simultaneously.  

Live streaming solutions are also beginning to incorporate artificial intelligence (AI) and machine learning technologies to create smoother, safer, more accessible streaming experiences. AI functions include auto-captioning and interactive overlays, personalized content recommendations, optimized stream quality and automated content moderation.