Coming to You Live From Facebook, a Lure Back to Your Television

Since Facebook rolled out live video for celebrities in 2015, the service has become a popular tool for broadcasters like Walt Disney Co.’s ABC to entice TV viewers to watch shows when they air -- and sit through the ads. That’s a real challenge in the era of Netflix and Hulu, when audiences have more options than ever and live TV viewing is declining.

For now, Facebook is getting content for free. The company hasn’t begun selling ads with the live clips yet. Advertising produced the bulk of Facebook’s $17.9 billion in 2015 revenue, a sum that exceeds the combined total of Disney’s broadcast and cable channels. Some clips are professional and slick, resembling a Hollywood show like “Entertainment Tonight.” Facebook will announce new features this week that make it easier for people to find live streams, and upload live videos of themselves for all to see. That too appeals to TV marketers, who envision fans posting video from events, or from their couch. The company’s entertainment partners downplay any potential threat. They say the social network is more interested in providing fans access to stars than acquiring premium programming. They also acknowledge that could change.