Viewer interaction is a common part of live broadcasts on the web and enables production and viewer to communicate with each other. The possibilities in viewer interaction make it easier for productions to create viewer engagement by involving them in the live broadcast through chats and social media. In creating a bond between production and viewer the interaction must be carefully managed to suit both the shows and the viewer?s needs.  A qualitative study has been used to analyze the viewer interaction in two Swedish live broadcasts on the web.