Does Live streaming Pose a Significant Threat to Television?
Last updated: March 17, 2025
Over the last few years, the landscape of the media has really transformed quite dramatically with the emergence of new streaming websites that are formidable challengers to traditional television. The new websites offer live content from diverse genres that are popular with international audiences. The entry of streaming giants such as Twitch, YouTube Live and Facebook Live, along with specialty websites that handle specific themes, has revolutionized the way people view entertainment.
The Ascendancy of Live Streaming Platforms
Live streaming has transformed the consumption of content by making events, gaming sessions and solo broadcasts immediately accessible. In contrast to pre-recorded television shows, live streaming facilitates real-time participation through the ability to chat with favourite creators using live chat, polls and direct feedback. Such an experience offers the immediacy and community feeling that cannot be replicated by traditional television.
Twitch, YouTube Live and TikTok Live are household names today that offer a space where audiences and creators interact with each other in real time. The ability to sidestep the rigid scheduling that comes with television has made the use of live streaming an appealing choice to younger viewers who prefer to watch on-demand content that speaks to them.
The Game Streaming Giant
Twitch is the undisputed leader in gaming streaming, with millions watching each day to see their favourite gamers, esports tournaments and interactive chat programs. With a daily average of 35 million users and over 7 million distinct streamers per month, Twitch has built a thriving ecosystem where creators can earn from their streams through donations, subscriptions and sponsorship.
The platform’s dominance in gaming has forced traditional TV networks to rethink their approach to esports broadcasting. While major sports networks occasionally feature esports tournaments, Twitch provides round-the-clock coverage, allowing fans to immerse themselves in the gaming world at any time. The sheer volume of content available on Twitch dwarfs what traditional television can offer in this niche market.
The Emergence of Live Casino Streaming
The online casino industry has been at the forefront of capitalising on live streaming technology and incorporating it into interactive entertainment. Sites now host live casino games that enable users to experience the thrill of gaming without having to leave their houses to make a trip to a casino. For example, players on the best blackjack sites can experience a wide array of game variants in real time on their computer or smartphone thanks to the emergence of live streamed casino games.
The interactive aspect of live casino streaming provides an experience that cannot be replicated in more conventional forms of entertainment. Live dealer games, as they're known in the industry, provide players with a unique and authentic experience where they can communicate with one another and the dealer. Many favour more sociable approach to online gambling as a result.
Diversification Beyond Gaming
While gaming is still the focus at Twitch, the livestreaming sites themselves have diversified beyond this to include a wide array of game variants or content. There are now categories like "Just Chatting", lifestyle vlogs, tutorial-type educational content and even political debate. This diversification speaks to one of the strengths of live streaming: flexibility.
Unlike television, which has to work within established formats and blocks of programming, live streaming sites offer an arena for spontaneous, unscripted conversations. The viewer is no longer dependent upon the television networks to provide them with entertainment but can instead browse through an almost limitless universe of live offerings that are tailored to meet the viewer's interests.
Impact on Traditional Television Audiences
The rise in livestreaming has gone hand-in-hand with a decline in viewership for traditional television. Streaming reached a historic 38.7% of total viewing for July 2023, surpassing both cable and broadcast television. This is an indication that there is a change in consumer behaviour where viewers are gravitating towards the convenience and interactivity that is provided by the use of the medium of live streaming.
In response, other television networks launched their streaming services with live components added to stay relevant. But these efforts are usually unsuccessful in replicating the organic, community-focused nature of independent livestreaming websites.
Live Sports
Traditional live sports are the domain that has traditionally belonged to television, with major events drawing enormous viewerships. But the live streaming services are gaining ground in this domain. Services like Amazon Prime Video, ESPN+ and Peacock are purchasing rights to cover major sporting events, encroaching on the monopoly that was once held by traditional networks.
A stark demonstration of this shift was witnessed during 2024, with nine of the top ten highest broadband events being NFL games streamed online. As leagues and teams move more toward direct-to-consumer models for streaming, television networks are losing the authority to control the broadcasting of live sports.
Challenges Confronting Traditional TV Networks
The encroachment by livestreaming causes many challenges to traditional television networks. The drop in viewers means less advertising income for the networks, which are compelled to reduce spending and revise their strategy. The inflexibility of programmed schedules makes it hard for television to match the on-demand interactive nature of the live stream.
To remain relevant, television networks will be forced to adapt by integrating aspects of live streaming, engaging with younger audiences via social networks and delivering interactive viewing that mimics the involvement experienced on digital. If not, television will be rendered obsolete to the next generation.
