Media Firms Lose Out to Celebrities on Facebook Live

Celebrities are dominating viewership of live video streams on Facebook. But media companies still created most of the top-viewed videos on Facebook that weren’t posted live, new data show.

The disparity suggests media companies still struggle to get viral live hits while users are rushing to check out what Jennifer Lopez, Vin Diesel and Channing Tatum are doing in the moment. The celebrities typically use the videos to answer questions from fans.