Newly released data from research consulting firm Magid Advisers indicates that Facebook Live has a slight edge in its market share of live streaming video at 45 percent, followed closely by YouTube Live at 44 percent. Instagram (28 percent), Twitter (19 percent) and Snapchat (17 percent) round out the top five.

In terms of live streaming content, breaking news is the most popular type, responsible for about a quarter of all views. Videos from family members and friends is a close second, while how-to videos and streams from celebrities and other public figures also generating high numbers of views.

For the most part, users are viewing live streaming content on smartphones and laptops—especially when it comes to people ages 18 to 34. Smart TVs are also becoming increasingly popular, although they are currently in a distant third in terms of live stream viewership.

The takeaway for live streaming content marketers

If live streaming content is a focus of your marketing strategy, the data indicates that you should be using both Facebook Live and YouTube Live. In fact, many brands choose to simulcast their streams on two or more platforms at once, which can help them make the most of their investment in video creation and production.

Content marketers are only beginning to realize the potential of live streaming content as part of their overall digital marketing strategies. It enables them to reach key members of their target audience in real time while capturing the excitement and timeliness of breaking news. As Facebook, YouTube and other platforms continue to evolve their approach to live streaming, it’s clear that more brands will find new ways to reach consumers through highly engaging, up-to-the-minute content.