Facebook Expands its Live Streaming Video Feature

#CDUdigital Conference In Berlin
BERLIN, GERMANY - SEPTEMBER 12: A visitor uses a mobile phone in front of the Facebook logo at the #CDUdigital conference on September 12, 2015 in Berlin, Germany. The world's largest social media network was launched by Mark Zuckerberg and his Harvard College roommates in 2004, and had its initial public offering in February 2012. (Photo by Adam Berry/Getty Images)
Photograph by Adam Berry — Getty Images

Facebook has spent a lot of time and resources over the past year beefing up its video capabilities, and one aspect of that is its Live feature, which originally allowed celebrities and verified accounts to stream live video. Now it is expanding that ability to any brand or corporation with a verified page.

The social network said Friday that it is starting to roll out the new feature to all verified pages, but only through the iOS client for now. Android support is coming later.

The Live feature was first available in August, to users of the social network’s Mentions app, which was designed to allow celebrities and those with large Facebook followings to broadcast messages to their fans. It has been used by comedian Ricky Gervais and Tonight Show host Jimmy Fallonwho broadcasts live rehearsals of the showand news agencies such as Al Jazeera have used it to stream live news.

Facebook Live

Starting a Live broadcast is as simple as going to your page and clicking “Publish” and then choosing “Live Video,” Facebook says. Users can also click a “subscribe” button and be notified the next time a specific page or user goes live with video.

“Select Live Video and write a quick description before going live. During your broadcast, you’ll see the number of viewers, the names of other verified people or Pages who are tuning in, and a real-time stream of comments. When you end your broadcast, it will be published on your Timeline so that fans who missed it can watch the video at a later time.”

Facebook’s moves into video pose a potential threat to a number of existing players in the field, including YouTube and Periscope, the live-streaming app that Twitter acquired that has become popular with users as a way to stream breaking news.

The giant social network already has more than four billion video views a day on the platform, although the quality of those views is debatable, since a view is defined as anything more than three seconds.

You can follow Mathew Ingram on Twitter at @mathewi, and read all of his posts here or via his RSS feed. And please subscribe to Data Sheet, Fortune’s daily newsletter on the business of technology.

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