YouTube reportedly started testing 360-degree live streaming on its platform in February, and today the online video giant is officially rolling out this feature. Select performances from this year’s Coachella festival will be one of first content to be live-streamed in 360 degrees. In addition, the Google-owned company is also opening up its “Live API,” allowing any camera manufacturer to integrate the capability of sending live-streams to YouTube to their products. Moreover, YouTube also added support for spatial audio for on-demand (recorded) videos to make the viewing experience more immersive.
Previously, YouTube worked with GoPro to create The GoPro Odyssey, a camera rig that allows for real-time stitching of 360-degree videos. The action camera maker is also building out its VR ecosystem as it launches a new VR content channel and a new tool for live-streaming high-quality 360-degree videos today.
What Brands Need To Do
By combining the immediacy of live-streaming and the immersion of 360-degree content, YouTube is providing brands with a great tool to amplify the reach of their sponsored events and engage with the massive number of YouTube users in real time. As virtual reality and live-streaming platforms and content creation tools continue to mature, brands should work closely with content creators to develop such content so as to connect with their audiences in innovative, exciting ways.