How Instagram Live Became Appointment Viewing

On Instagram Live on any given day over the past two months, you may have watched SZA lead a sound bowl meditation, Rihanna and Lil Uzi Vert do the Futsal Shuffle, or Offset make an offer on Reese Witherspoon’s dad’s car. Seemingly overnight, Instagram Live has become a digital smorgasbord, catering to all manner of pop-culture predilections, many of which you probably didn’t know you had in the first place. It’s now the premiere venue for a collection of semiregular events that attract viewership from the hundreds to the hundreds of thousands…


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