Where once we lived in a world of pre-recorded video, that's changing rapidly as millennials increasingly show how much they love live streaming.
For instance, Periscope has posted more than 100 million broadcasts since its debut in March of 2015, and Snapchat Live Stories has as many as 100 million users per day, which has lead Facebook into the same space with Facebook Live.
And Facebook Live has been successful in just a short time, with some creators pulling in over 100,000 viewers per broadcast.
All this has lead Google to decide that perhaps it's a good idea to enter this side of the online video business, and as a result, you'll be seeing its new stand-alone app called YouTube Connect in the coming months.
The service is said to have chat and tagging features built in, as well as a newsfeed that displays videos from friends and brands that the user has subscribed to.
YouTube is beginning to feel the pressure from Facebook when it comes to short form video, and Connect is its way for trying to get back in the game.
Too little too late? Users are fickle, but they usually go where their friends are, so don't be surprised if many don't even sample a new offering, even from market leader (for now) YouTube, at least until the next update of their favorite platform upsets them.