By David White, Managing Director, Weboptimiser

You tube continues to push the envelope. Aggressive growth company YouTube continues to push back the limits with its live streaming now becoming a fixture in the marketplace.

The 'experiment' was first seen a few months back when Google were streaming key cricket matches from the Indian Premier league that showed its sporting credentials essential for a streaming service to be considered 'safe' under pressure.

Live Youtube broadcasts have included President Obamas first state of the Union address, Indian Premier Cricket and a U2 concert.

It is expected that the new service will be available for media partners rather than individual consumers.

This move could enable YouTube to become more attractive to corporate advertisers who might find it 'safe' to be associated with major, known events, rather than randon videos of kids throwing bricks at each other. Quality control seems to be the main fear, holding advertising back.

By moving into live streaming, companies such as livestream, ustream and others could find a major new competitor arriving near them.

Watch a video of David White talking about you tube live streaming

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