Rather than being organized by place or profile pages on Facebook, the new content on Watch would be created under a show page - a move that could unite the processes of watching and commenting on TV and other video. Initially, it will be available to selected users.
"We'll be introducing Watch to a limited group of people in the USA and plan to bring the experience to more people soon", Facebook said.
Promising online shows that run from comedy and reality to live sports, Facebook says its new Watch platform will let creators connect with their audiences - and earn money in the process. Facebook has limited the number of content creators who can take advantage of the program during a testing phase. The Watch tab and a number of shows will start arriving on some USA users' mobile, desktop, and Facebook's TV apps today. Over time, the Watch tab will learn the likes and interests of users and make recommendations accordingly.
Connecting shows like Gabby Bernstein episodes, whether live or recorded, in which she responds to questions from fans. Recommendations will also be based on categories such as "Most Talked About", "Shows Your Friends Are Watching" and "What's Making People Laugh".
Watch, which is rolling out as a limited test in the USA today (Aug. 10), will feature content produced by a range of media partners, including A&E, National Geographic and Hearst, among others.
Facebook notes in their announcement that their analysis of viewer habits has revealed four types of shows that tend to be successful. "Similarly, we'll be opening up shows to a limited group of creators and plan to roll out to all soon". Another show is Kitchen Little from publisher Tastemade.
Facebook partners that will produce content for Tab will get a 55% share of the ad break revenue, and the remaining will be kept by the social networking giant.
With Facebook running out of space for its ads on the news feed, the company has been looking for other sources of income. Mark Zuckerberg, who previously said that we're entering a "golden age for live video", sees the format as the future of his company.