From televised musical spectaculars to streams of explosions on Periscope, live news and entertainment is available in more varied and accessible forms than ever. But in a multi-channel, multiplatform universe, how do you go about finding an audience for what’s happening right now?

With the Olympics occurring just once every four years, keeping up to date with the media habits of its audience is a lot harder to achieve. As Rio 2016 approaches, the distribution rights of broadcast have been given to Snapchat with the intention of engaging with younger viewers.

Three in ten US Gen Yers use Snapchat regularly, and they can now buy tickets to the latest X-Men movie through the platform – taking a Magneto-style selfie while they’re at it. By replacing websites and box office queues with a few taps on a screen, can Snapchat keep valuable users within its app?

If you knew that this was the only chance you’d ever get to read this sentence, would you pay closer attention? Snapchat’s ephemeral messages are a more human way of relating digitally, but they offer more than just a carefree share. Their fleeting nature asks us to stop and pay attention.