Sports media was built on live coverage of games, but younger generations are increasingly less interested in watching sporting events as they happen. That doesn’t mean that the live video format isn’t still appealing to this demographic, though.

At least that’s what Bleacher Report’s general manager, Bennett Spector, is finding. Spector’s team spent this past year investing heavily in building a roster of live video content creators ranging from sports enthusiasts to athletes, as well as a wide slate of livestream programming that includes creators’ musings on upcoming trades and their thoughts on teams’ performances for the season.

The monetary appeal is that live video still commands an audience and, therefore, sponsors, Spector argued. But the fact that Bleacher Report’s livestreams are filmed and managed by the creators themselves also saves a lot of money from a production standpoint.

“You can make more money from [longer form video] advertising, but we were challenged with production budgets, because to make video on the internet, you still have to spend a lot of money,” Spector said on the latest episode of the Digiday Podcast. And to make live video a lower production lift, B/R built an in-house streaming tech stack to further eliminate the need for control rooms and technical operations common in broadcast productions.

Now that the technology is in place and the revenue potential is there, Spector talks about how he and his team are actively looking to grow the number of creators in B/R’s network.