When mobile live streaming service Stream first got it’s start, the domain the company used looked a little different from what it is today. They registered stre.am as their main URL—a clever domain hack that unfortunately saw lackluster results. That’s when they discovered the .LIVE domain.
“We wanted to drive more brand identity for our platform and and increase our ability to be organically discovered,” says Will Jamieson, CEO of Stream. “Our core business is live streaming so .LIVE made sense—and it had a nice ring to it.”
The company quickly transitioned to stream.live and hasn’t looked back since.
Stream’s online branding story is just one of the many that are becoming increasingly common: Brands are discovering the relevance and power of New Domains, and are eager to integrate them into their marketing strategies. As an up-and-coming form of media, there is more competition between live streaming platforms than ever. By changing their primary domain to stream.live, Stream was able to stick with their brand while utilizing a relevant extension.
The reception to the domain has been nothing but positive thus far. “A nice, clean URL is a great call to action,” Will says. “Whether it’s on a company t-shirt or other collateral, stream.live tells a story that’s relevant to our brand.”
Though the company is still young, Stream has already made impressive strides while building their audience and user base. They just secured a partnership with NASA to live stream the upcoming total solar eclipse, which will take place on August 21, 2017. The domain they’ll be using to advertise this phenomenon? Streameclipse.live.
Will will be making an appearance on Rightside’s webinar series Connecting the Dots on Tuesday, May 23 at 10 a.m. PDT to talk more about the growth of his business and how using a .LIVE domain has made an impact on the brand. Re-watch old episodes and stay tuned for new ones by visiting CTD.live.