• by Colin Kirkland , December 19, 2023

In an effort to expand the popularity of live streaming on X, the app formerly known as Twitter has announced a new integration with StreamYard, a tool that allows creators to seamlessly manage their live streams across various social-media platforms.

The integration with X will enable StreamYard live-streamers to display X comments directly in their streams, allowing for the possibility of more engaging conversations, and as a result, more followers.

StreamYard, which was bought by virtual events platform Hopin for $250 million in 2021, has built-in features including simultaneous multi-platform streaming, comment-sharing and pre-stream scheduling, all intended to help live-streamers grow their audience and revenue opportunities.

Live streaming is on X owner Elon Musk's list as a top priority, as he continues to push gaming streams, live shopping and live broadcasting opportunities and features to X content creators. However, a series of setbacks has made the expansion challenging.

While live streaming himself via X from the U.S.-Mexico border in September, making statements about needing a Trump-style wall and stronger security measure, Musk's live stream crashed, resulting in an email from the X owner that read: “Please fix this.”

In November 2022, shortly after Musk took over X, the company announced a partnership with Walmart, in which the retailer would promote X's Cyber Deals live event, inviting users to tune into a live broadcast and shop the featured products.

Now, however, Walmart has pulled its advertising from the platform, alongside half of X's biggest advertisers.

The same goes for X's proposed partnership with Paris Hilton's media company 11:11, which was announced in October. The deal was intended to “create a launchpad for new initiatives in video and live video, live commerce, Spaces, and so much more,” according to a tweet by X CEO Linda Yaccarino, ended before it ever began.

Less than a month ago, 11:11 Media canceled the partnership following the advertisers' exodus from the platform due to concerns that ads would run alongside hate speech and antisemitic content.

To make the most of X's new integration with StreamYard, the platform will have to compete with major gaming live-stream hubs like Discord and Twitch, as well as TikTok, for livestream shopping, and YouTube, which has a leading reputation for creator revenue share.