It'll have a standalone live video app, and will livestream video on other AOL sites, like The Huffington Post, as well as other live platforms, like Facebook Live, Live Instagram stories and Twitter Live.

Taking on TV: The livestreams will mostly be interviews with A-List celebrities, like Ryan Gosling and John Legend. It will total more than 75 events-per-month and four hours of live programming each day, according to AOL.

That's on par with broadcast networks, like ABC and NBC, which air several hours of live talk programming per day through shows like The View, and The Ellen DeGeneres Show. The format will also mimic live television talk-show programming, with live audiences.

Our take: AOL has had the necessary infrastructure to monetize live video—distribution, scale, technology—but they haven't been able to crack the code. AOL-owned Huffington Post had a livestreaming digital channel, Huffington Post Live, but they shut it down last year to shift their video strategy to include more shareable online video content.

Now is the time: A new eMarketer study says the number of digital video viewers globally will grow 8.2% in 2017, reaching about 30% of the world's population. Other major digital platforms have been investing in live video technology for months, hoping to reap the advertising dollars from the high engagement rates live video spurs:

  • Facebook is in the middle of a huge, national Facebook Live marketing campaign to expand their user base from brands to everyday consumers.
  • Instagram debuted a live feature to their stories platform in November.

Go deeper

SurveyMonkey poll: Trump improves, but not enough

Trump and Biden during the final debate. Photo: Xinhua/Liu Jie via Getty Images

President Trump's final debate performance exceeded Americans' expectations, but it wasn't enough to shift the dynamics that left him trailing Joe Biden across most measures, according to a new Axios-SurveyMonkey poll.

What they're saying: "Liar" was the word used most by debate watchers to describe Trump's performance, followed by "lies," "strong," "presidential" and "childish." "Presidential" was the word used most to describe Biden's performance, followed by "liar," "weak," "expected" and "honest."

Hunter Biden saga dominates online debate

Data: NewsWhip; Table: Axios Visuals

The mainstream media turned away. But online, President Trump's charges about Hunter Biden were by far the dominant storyline about the final presidential debate, according to exclusive NewsWhip data provided to Axios.

  • Coverage of business dealings by Joe Biden's son — and pre-debate allegations by one of his former business associates, Tony Bobulinski — garnered more than twice as much online activity (likes, comments, shares) as the runner-up.