No stranger to live video content, YouTube will soon open streaming up to the masses with a social media friendly app.
As Twitter's early riser Periscope attempts to become an industry standard and Facebook slowly builds out its Live video service, YouTube doesn't want to be be left behind.
Set to be available on Android and iOS midway through 2016, YouTube Connect will be Google's attempt to make YouTube even easier to use across mobile devices and social media.
The app will allow Google and YouTube users to stream live video and save it for later viewing, while live viewers can get involved through a chat feature similar to Periscope.
The service won't be restricted to the app, with the YouTube desktop website to become a major viewing platform for Connect.
Global power play
As the rise of video continues, it's not too late for YouTube Connect to make a big impact if brands jump on board.
Still the most recognisable name in the space, the ubiquitous YouTube will benefit marketers looking to streamline their social conten -t both live and archived.