The billion dollar live streaming economy is taking rapid shape, especially as consumers look for alternatives to traditional media and seek a level of authenticity that we haven’t seen since the first days of live television. It’s no surprise that sports programming like the Olympics, NFL, NitroCircus and more are leading the way as early adopters to dominate this new live streaming commercial medium. After all, they were one of the first to make the transition from radio to TV with the broadcasting of the first major league baseball game between the Cincinnati Reds and the Brooklyn Dodgers in 1939.

As brands, traditional media, and new “networks” like Facebook, Periscope, Youtube and others figure out a way to embrace live streaming without destroying their hugely profitable traditional businesses, it’s critical for them to recognize that gone are the days when anyone’s entire digital identity is tied to a single domain, social network, or platform.

Live streaming isn’t the next big thing. It’s already here. Millions of people are live streaming across popular sites like Periscope, Facebook Live, Youtube Live, and Twitch. In fact, the last time Periscope released stats (over a year ago), they claimed more than 10 million users.

Major brands are starting to recognize the value of live streaming with Amazon live streaming a Macklemore concert, Roker Media looking to lead a live streaming revolution, and the Olympics live streaming 4,500 total hours of this year’s Games. It’s no wonder that according to August 2016 research from eMarketer that almost one-fifth of US media decision-makers are planning to invest in live stream video ads in the next six months.

The question is, how can brands both large and small, make the most of the time, energy, and resources they commit to live streaming? There really is no one size, cookie cutter approach that works for everyone, but if fans can’t remember where to find out, they’ll never tune in.

Action sports entertainment company Nitro Circus has been touring the world since partnering with MTV in 2009 to create a wildly popular daredevil show. They recently aired the Nitro World Games in a riveting three-hour live broadcast in the U.S. on NBC during prime time and live streamed outside of the US. Instead of using a .COM domain, Nitro Circus used a .LIVE domain name at www.nitroworldgames.live in all of their marketing campaigns.

As digital marketers run out of .COM real estate, many have been left to rely on Bitly, QR codes, or obscure URLs to drive traffic to specific campaigns and websites. Brands like NitroCircus and others have embraced the .LIVE domain as part of their live streaming strategy and it makes more sense than ever since it describes exactly what content resides on the page. That makes it super easy for fans to remember. The Nitro World Games’ .LIVE domain reached more than 100 million consumers in the weeks leading up to the games. Live streams of the games have garnered more than 1 million views, and total video views of clips and highlights of the show have surpassed 100 million. Live streaming Periscope stars like Ryan Bell, Brian Fanzo, and Alex Pettitt have also embraced a .LIVE domain to build their live streaming brand.

Other brands like the National Football League (NFL) have partnered with Twitter to amplify their live efforts, which includes live streaming video and even creating compelling live pre-game Periscope broadcasts from players and teams. This is a smart move because it gives fans an immersive experience before, during and after games. All in all, 2016 is turning out to be the year that live streaming is transforming the fan experience, whether it’s with a favorite team, brand, or a mom who decides to broadcast her love of a Chewbacca mask. Ignoring the possibilities of live streaming, failing to create a brand around live streaming, and not creating a powerful live hub that is easy to discover will be at your own peril.