Facebook has buckled down with its Live service, inking around 140 deals with media partners and celebrities.
The Wall Street Journal reports that the company will pay media outlets and creators more than $50m in a bid to incentivise them to flood the network with live content while a feasible ad funded model is made.
Vox Media, Tastemade, Mashable, CNN, the New York Times and the Huffington Post are among the brands coming in on the ground, along with celebrities like Kevin Hart and Gordon Ramsay and more.
A document handled by the outlet claims that 17 of the deals totaled more than $1m in value each – with BuzzFeed said to be the most valuable partnership, followed by the NYT and CNN.
Facebook’s ability to monestise its digital video inventory remains in its infancy so the move could help tip the balance against YouTube which remains a dominant force, worth $9.8bn just in the US.