On-demand audio is a strong growth sector, and has been for the past few years.
Facebook has moved aggressively to strengthen its position in video distribution in an attempt to take on YouTube. It has also established itself as an article distribution platform with Instant Articles over the past two years.
Audio was the string missing from its bow. In terms of potential advertising dollars, there are numerous opportunities to offer podcasters and music producers the chance to directly reach its 1 billion-strong user base, as it has already done with articles and videos.
It therefore came as no surprise when, just five days before Christmas, Facebook quietly released details of a new addition to its Live capabilities: Live Audio.