While livestreaming events on YouTube is a relatively recent development, the platform is providing value to brands by delivering "access" to viewers. 

The live programming and its on-demand component provide both views and "deep engagement," says Dana Vetter, Music Manager at YouTube.

Disclosure: This video is published as part of series of thought-leadership interviews produced by Beet.TV in association with Digitas, in advance of the Digitas NEWFRONT11.