The key to Live, Kickstarter says, "is its intimacy." Viewers are encouraged to ask questions about the project, learn more about the person or people behind it and immediately back it while tuned in. Think of it as a Twitch stream or a Facebook Live broadcast that is specifically tailored for something you're interested in but still have doubts backing.

"Creators are using Kickstarter Live for musical performances, cooking shows, product demos, game demos, rehearsals, and much more," says the company on its new video-centric website. "It brings the creative process into the light and inspires new backers to join the fun."

Because Kickstarter Live integrates directly with project pages, campaign managers can promote their streams via a simple project update. The feature also integrates with Facebook Live (although it's still in beta), broadening the reach of broadcasts.

Kickstarter appears to put everything in the hands of its project creators but has launched an Explore page that displays a schedule of upcoming streams. Like late-night TV deals, this could be useful for users who don't know they need something until it's being advertized right in front of them.