Live Streaming

What is Live Streaming?

Live streaming is the real-time delivery of video content over the internet, allowing viewers to watch events as they happen. Unlike on-demand content, live streams play continuously and cannot be paused or rewound during the broadcast. In streaming TV, live streaming brings immediacy and urgency—whether it’s news, sports, entertainment, or special events.

Live content is typically scheduled and broadcast to a set audience, making it a core feature for FAST (Free Ad-Supported Streaming TV) channels and digital-first broadcasters.

How Live Streaming Works

Live streaming starts with a video feed that’s captured and encoded in real time. That feed is sent to a distribution platform, which delivers the stream to end-user devices via internet-connected apps, smart TVs, and streaming platforms. The content is delivered through protocols like HLS or DASH, which break the video into chunks for smooth playback.

In a FAST environment, live streams can be built into a 24/7 channel or offered as standalone live events. These streams can also include dynamic ad insertion (DAI), allowing real-time monetization with mid-roll or pre-roll ads.

Why Live Streaming Matters in Streaming TV

Live streaming keeps audiences engaged by offering shared, timely experiences—similar to traditional broadcast TV. It supports a wide range of content, including:

• Live sports
• Breaking news
• Concerts and cultural events
• Product launches and brand activations

For publishers and advertisers, live content creates premium ad opportunities. Viewers are more likely to stay tuned and less likely to skip, making live environments highly valuable for real-time advertising and sponsorship.

Wurl and Live Streaming

Wurl enables high-quality live streaming through its Global FAST Pass and playout services. Publishers can host, encode, and distribute live content to audiences worldwide, with broadcast-grade reliability. Wurl also supports live ad insertion and scheduling tools that help publishers run seamless, monetized live channels.

Whether launching a 24/7 FAST channel or streaming a one-time event, Wurl helps content owners deliver smooth, scalable live experiences.

Conclusion

Live streaming brings real-time programming to the digital world. It powers everything from daily news to global events and helps streaming platforms deliver dynamic, appointment-based viewing. With the right tools, publishers can turn live content into a reliable engine for engagement and revenue.