The expanding industry of live video has caught the attention of Facebook. The company now plans to enter the space, and this is great news for marketers.

With live video being in its initial stages, businesses don’t have access yet. But that could change in early 2016. Facebook is busy tweaking and stabilizing the feature, paying close attention to how many people use it, how often, and for how long.

The new feature will be implemented into the actual Facebook interface. It will not require users to download a separate app like Facebook Messenger.

Many business and brands operate on Facebook using the Pages function, creating a storefront visual for their brand, allowing users to “Like” the page and receive notifications in real-time.

Research estimates that mobile users spend 82 percent of their time inside apps, and Facebook leads that app usage.  This means the audience Facebooks holds is massive.

Brands have been using video as a medium to market to the younger generation with apps like Periscope and Meerkat. But there’s no debate that Facebook has the biggest reach, and could acquire that demographic with ease.

Periscope and Meerkat suffer from limited interaction. The ability to track and target data is lacking. Facebook leads the world in data. It bring to the table systems for segmentation and audience targeting, as well as analytics engines to measure engagement and performance.

Putting it all together, it is clear why Facebook would dominate. Businesses and marketers will be provided a tremendous tool. The only thing left to do is wait.