The embed feature was announced as part of a series of updates Thursday, which also included a new highlight feature for concluded broadcasts to aid discovery.
With the new feature, Periscope automatically generates a short trailer for each and every broadcast, which can be watched within the app to find the most interesting recordings. Finally, Periscope added autoplay for live feeds within the Android app, which should help to boost viewing as well.
However, the embed feature may be the most consequential for Periscope, especially as it is looking to compete for eyeballs with Facebook’s live streaming efforts. Periscope added live streams to Twitter’s timeline in January, but Twitter executives have long acknowledged that the majority of their audience ins’t actually using the Twitter app.
Twitter had 310 million monthly active users during Q1 of 2014, but many more users see the company’s tweets on Twitter.com or on third-party websites without being logged in, or without even having a Twitter account. The company has estimated in the past that it has a total audience of more than 800 million users if you include those logged-out users.
By bringing Periscope embeds to embeds on the web, Twitter can reach those users as well — and eventually monetize them through video advertising.