Above: Nick Jonas performs in Dallas Wednesday night, as seen via Periscope.
Earlier this week, the National Hockey League cracked down on media members using new video apps like Periscope and Meerkat, and is now prohibiting unauthorized live streams from inside arenas beginning 30 minutes prior to each game.
But as brands, celebrities and institutions begin to grapple with the impact of widespread live video streams, the stakes may not always be the same.
Movie theatre owners seem less concerned. Hilton created a Periscope event around a Nick Jonas concert Wednesday night. And Katy Perry says that when she sees phones: “that is the new applause.”
As Mashable points out: “The branding opportunities for organizations like the NHL seem pretty limitless: rink-side live streams of team warm-ups, exclusive interviews with players and coaches, the list goes on. So it figures: Why cede those opportunities (and future dollars) to fans?”
And GeekWire took note recently when a National Women’s Soccer League team streamed an entire match via Periscope,” but then asked: “Given the insane amount of money networks spend for TV broadcast rights, are sports teams even allowed live stream their own games?”
But Yahoo Sports looked a little more closely between the lines, explaining that “one understands protecting the media rights for companies paying millions for exclusivity,” but asking: “Is that exclusivity violated by live streaming warm-ups? Or intermission? Or the coach’s press conference?
Meanwhile, HiltonHHonors embraced the new medium by inviting fans “to have a virtual front row seat” as they streamed a Nick Jonas performance last night from Dallas, reporting that the event marked “the first time an entire live concert (would) be broadcasted via Twitter and Periscope.”
— Hilton HHonors (@HiltonHHonors) April 23, 2015
At the same time, Variety reports that live streaming apps are “invading” theaters but that the movie biz is “not too worried,” adding that “media and entertainment companies stand to have more to gain from Periscope and Meerkat by using the services for promotions and special events than they might be hurt by unauthorized broadcasts of their content.”
Finally, when asked about streaming apps, Katy Perry told Mashable: “Embrace the future or you’re left behind.” Watch: