Why Live Streaming Needs to Be More Than Live— It Has to Be an Experience

Last night’s snowy Browns game was a story waiting to be told. Prime Video & Amazon MGM Studios had the chance to make it unforgettable but played it safe. Why do streaming platforms keep missing these moments?

Streaming platforms are stepping into the spotlight as the future of live events. But here’s the hard truth: customers expect more. If they’re going to lead, streaming platforms must do more than just show up. They need to innovate boldly, execute flawlessly, and start thinking like producers—not just broadcasters.

Streaming’s Biggest Problem: Quality

This week, I listened to The Verge Vergecast episode, If Netflix Can't Make Live Work, Can Anyone? where David Pierce and Richard Lawler dug into Netflix’s struggles with the Tyson/Paul fight. Lawler’s insights hit home: streaming platforms still struggle with the basics.

Buffering, regional blackouts, lagging quality—these issues don’t cut it. HBO solved these challenges years ago during Game of Thrones. Customers don’t care why your stream failed; they only care that it did.

Steve Jobs famously said, “You’ve got to start with the customer experience and work backward to the technology.” That mindset is what’s missing here. Platforms like Netflix , PrimeVideo, and YouTube must embrace a zero-tolerance approach to failure. Customers won’t grant you a grace period.

Innovation in Live Viewing: A Missed Opportunity

Platforms like Formula 1 1 have already shown what’s possible by integrating rich, real-time data into the viewing experience. Why isn’t live football, boxing, or concerts doing the same?

Here’s what’s missing:

• Deeper Data and Personalization: Dynamic overlays showing real-time stats, heat maps, or predictive insights during NFL games.
• Interactive Viewing Options: A “friends watch party” mode with integrated chat or customizable views.
• Enhanced Graphics: Graphics shouldn’t just fill space—they should tell a story.

For years, Netflix has led the way with generative AI in its personalized recommendations, title cards, and even trailers. It’s time to apply that expertise to live events, where the possibilities are endless.

Building the Hype: The Missed Opportunity

As a product innovator, I see a glaring gap in how streamers approach live events: the lead-up. Netflix has mastered the art of binge-worthy content and personalized discovery, but for live events, the same magic isn’t there.

For example, Prime Video’s Thursday Night Football offers solid coverage, but it feels static—just football. There’s little effort to turn the game into an event. Meanwhile, platforms like F1 showcase how to blend real-time stats, storytelling, and fan engagement seamlessly into live experiences.

Take Beyoncé’s upcoming Christmas halftime show for the National Football League (NFL) . This isn’t just a performance—it’s a cultural Beehive-level phenomenon. Streamers should be using AI and innovative tools to enhance the experience:

• Exclusive Pre-Event Content: Behind-the-scenes footage of rehearsals or interviews with Beyoncé’s team could drum up excitement.
• Cross-Pollination with Other Content: Think back to Netflix’s Squid Game promotions at the Jake Paul fight—why not tie in original series or other iconic content to broaden the event’s appeal?
• Interactive Experiences: AI-powered personalized previews, virtual fan meetups, or watch party integrations could make fans feel part of something special.

These platforms aren’t just streaming—they’re producing. The key is leaning into the unique tools at their disposal to create something unforgettable.

Turning Live Events Into Cultural Spectacles

Streaming platforms aren’t just hosting content—they’re holding the keys to the next great cultural moments. But let’s face it: right now, too many live events feel like missed opportunities. Platforms are playing it safe, delivering broadcasts when they should be delivering spectacles.

Imagine if platforms could reimagine events like Beyoncé’s halftime show, not as singular broadcasts, but as dynamic, immersive spectacles:

• Cohort-Driven Experiences: Traditional broadcasters have long treated live events as one-size-fits-all: One America watching together. But streaming platforms can go deeper. Build simultaneous experiences tailored to different audiences—the BeeHive gets exclusive commentary and favorite-song polls, sports fans get dynamic game stats woven in, and families might opt for a curated, “event night” vibe.
• Bold Visual Innovation: Graphics shouldn’t just fill space—they should elevate the story. Think dynamic overlays capturing fan energy or visuals that respond in real time to crowd and game data.

These are the moments that create buzzworthy, cultural spectacles. Platforms have the tech. They just need the vision.

Togetherness + Personalization = The Future

On The Vergecast, Richard Lawler made an insightful point: the “togetherness” of live events often outweighs personalization. That shared experience—the kind that drives watercooler moments and cultural buzz—has been the foundation of traditional broadcasters.

But here’s the opportunity: streamers don’t need to follow that playbook. They can do something traditional broadcasters never could—build shared emotional experiences that resonate deeply with different cohorts, personas, and viewerships.

Imagine a Beyoncé halftime show where the Beehive gets exclusive angles, behind-the-scenes footage, and fan-favorite commentary during the performance, while NFL diehards see the game’s stats and storylines integrated seamlessly into the stream. Families might have an option for a more curated, “game night” vibe. All of this could happen on the same platform, at the same time—personalized layers that still connect back to the shared cultural moment.

Streaming platforms have the tools to create experiences that are simultaneously personalized and collective. The key is understanding the demographics. Build the emotion and feeling around these distinct viewerships—without fracturing the shared experience. It’s not just about what people are watching; it’s about making every viewer feel like they belong to something bigger than themselves.

The Call to Action for Streamers

As someone who leads the world’s first GenAI-powered drive-thru, Wendy’s FreshAI, which has been engaging millions of everyday customers for over a year, I see a parallel challenge in streaming: it’s all about the experience. Customers aren’t just looking for a product—they want to feel something memorable, emotional, and worth their time.

Netflix CEO Ted Sarandos , 亚马逊 Andy Jassy , YouTube’s Neal Mohan , and 苹果 ’s Tim Cook—this is your moment to shine. Your platforms are more than tech tools; they’re stages for cultural moments.

The stakes couldn’t be higher. Beyoncé’s halftime show is your next big test. Sports fans, music fans, and the Beehive will all be watching. Get it right, and you’ll prove streaming can deliver the cultural spectacles audiences crave. Miss the mark, and customers will move on.

What do you think? Are platforms ready to step up and redefine live events—or are they still playing catch-up? Let’s discuss in the comments.

#StreamingInnovation #LiveEvents #CustomerExperience #ThoughtLeadership #FreshAi

Disclosure:The views expressed in this post are my own and do not necessarily reflect the official policy or position of The Wendy's Company or its affiliates. While I am employed by The Wendy's Company, this post reflects my personal research and interests.