Since the launch of Facebook Live, the social media giant has developed around 140 deals with media partners and celebrities, including Vox Media, Tastemade, Mashable, CNN, the New York Times and the Huffington Post.

According to the Wall Street Journal, Facebook is paying media outlets and creators in excess of $50 million in order to incentivise them to fill the service with content while a feasible ad-funded model is developed.

The most valuable partnership is said to be Buzzfeed, which totalled more than $1 million. 

The success of the service to date puts it as a key player among other video platforms, and it is expected to grow considerably over the coming months.