New Delhi, May 5 -- Once defined by on-demand convenience, streamers are now betting big on live events-from sports to entertainment-to capture audience attention.

Industry experts say the appeal lies in the unpredictability of live content: it's raw, real-time, and communal. Unlike on-demand shows, live-streaming creates a shared moment of experience, amplifying viewer engagement. And for platforms hungry for monetization, it unlocks fresh avenues for sponsorships and interactive opportunities-making it a win-win for both audiences and advertisers.

"While on-demand viewing gave audiences control, live-streaming gives them connection. One is about individual self-expression while the other is about belonging. One is about convenience wh...