• by Laurie Sullivan  @lauriesullivan, July 1, 2011

Google's YouTube might have pioneered the ability to stream live worldwide events for free online, but one band got viewers to pay for views on Facebook for the first time.

When platform provider Milyoni tallied up the stats from viewers, it found more than 2,300 tuned in across 19 countries. All purchased tickets to attend the first Social Theater concert on the Facebook platform featuring the rock band Widespread Panic.

The two-day concert in mid-June, powered by third-party app provider Milyoni and production company ACL Live, drew more than 1,900 comments from fans -- each purchasing a seat to watch the show using Facebook Credits. The average concert attendee was 33, with 75% male and the remainder female. PayPal supported the transactions. A quarter of viewers attended both concert days.

While the heaviest attendance came from Dallas, Atlanta, Denver, Nashville and Seattle, music lovers watched from more than 19 countries, including he United Kingdom, South Korea, Australia, Germany, Brazil, and South Africa.

The music group increased Fan followers by 20,000. Austin City Limits' Facebook Fan base grew by 40%. Half of all Facebook concertgoers joined after the live show began.

Milyoni hosts the Social Theater platform in its Conversational Commerce suite allowing brands to monetize live events on the Facebook platform.

Facebook has held press conferences and Webinars through its video platform, but integration of third-party technology platforms with the ability to present live concerts paid for by viewers would give Google competition.

Since the tickets were bought with Facebook Credits, Facebook gets 30% of ticket sales, which is standard Facebook policy. Milyoni has a working relationship with Facebook as the Social Theater technology/platform provider.

YouTube broadcast a live stream of U2 concert in 2009, from the bands official channel. Nearly two years ago, the concert page also featured a live twitter stream, so fans could talk about the concert. Then in January 2010, YouTube streamed "Hope for Haiti Now: A Global Benefit for Earthquake Relief," hosted by George Clooney. Both events were free to viewers.