The Facebook seems to have invested really heavily in live video. According to Wall Street Journal, the company will spend over $ 50 million dollars through contracts with celebrities and publishers to advertise live videos in the coming year.
The highest contracts are with BuzzFeed companies, New York Times and CNN, which together will take in $3 million for a period from March 2016 to March 2017. Celebrities such as Kevin Hart, Gordon Ramsey, and Deepak Chopra have also joined the ad dance.
Although most publishers are already using live broadcasts via it Facebook on their own, the company clearly wants to incentivize them to produce quality content. More live streams means more people actively engaging on social network.
For now Facebok promotes it new feature but once you catch up to the goal they have set you will see the ad coming through them. In a free market we live and also the costs should eventually be covered with profit.