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This paper focuses on live streams as interactional phenomena from an ethnomethodology and conversation analysis (EMCA) perspective. It discusses how streamers and viewers manage attention and engagement and how noticing-based actions constitute a powerful and crucial resource to produce and display these, finely tuned to the asymmetric communicative affordances of live streams, which, in the case of expository live streams, enact a streamer on display for the perceptual consumption of remote viewers. It discusses how streamers and viewers may produce noticing sequences and noticing-based sequences. It also discusses how the orientation towards noticing in expository live streams may become contagious and lead to a 'noticing effervescence.' • Streams and streamers are oriented toward eliciting various responses from viewers. • A powerful resource for viewers to achieve engagement is to send messages designed as noticing-based actions. • Noticing-based actions index some prior perceptual realization regarding features or events in the stream. • Noticing-based action implies that what is treated as noticeable is deeply embedded in message designs. • Such an action format casts viewers as onlookers, framing the streaming activity as a spectacle. [ABSTRACT FROM AUTHOR]