Meerkat and Periscope are mobile live streaming apps that debuted in March 2015 and allow users to broadcast live video to followers. While Meerkat streams directly to a user's Twitter followers, Periscope allows videos to be saved and discovered later, giving it an advantage over Meerkat. Periscope is also emerging as a stronger platform as users can develop a dedicated following, unlike Meerkat which relies solely on Twitter integration. Both apps provide opportunities for brands and media but also face challenges regarding privacy, content quality, and copyright infringement.

1. Meerkat vs. Periscope
Top Line Takeaways for Mobile Live Streaming
April 2015

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Live Streaming
What Is Mobile Live Streaming?
Live streaming video via your mobile device (smart phone or tablet) allows you to
broadcast content to your audience as it happens. Various apps exist, with
Meerkat and Periscope currently being the most prominent.
What Makes It Special?
• Immediate shared experience: Much like live television, mobile live streaming
allows the user and any followers to share the content as it is being created—
making it unique to Snapchat and Instagram, which only allow for uploading
post-event.
• Media implications: If mobile live streaming takes off, it will become a
necessary and indispensible aspect of content publishing for journalists and
brands alike. Users’ appetite for raw, instantaneous content could increase with
the rise in mobile live streaming.

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Meerkat
Meerkat: What is it?
Meerkat is a live video streaming app that debuted with much fanfare in March,
2015 at South by Southwest (SXSW)— an annual music, film and interactive
conference in Austin, Texas.
“Meerkat combines the anything-can-happen drama of live television with the
user-created intimacy of YouTube.” – Contently.com
How Does It Work?
• Meerkat streams live video content to your Twitter followers. Open the app,
log-in with Twitter, click the “stream” button, and the app tweets out a Meerkat
URL to your followers linking to the live stream.
• Users can respond directly to tweets in the app, without having to switch
to Twitter. When streaming through Meerkat, the user interface shows the video
feed, a list of viewers, as well as a mini-newsfeed of Twitter replies.
• Once the live stream is over the video doesn’t live anywhere online. Similar
to Snapchat, content can be stored on the user’s phone and shared later.
Sources: Contently.com, “Despite the Hype, Is Meerkat Really Worth Your Time?”
TheVerge.com: “How Meerkat Conquered All At SXSW”
-The Verge

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Periscope
Periscope: What is it?
Periscope is Twitter’s version of a live video streaming app that has also debuted
this March.
How Does It Work?
• Periscope streams live video content to the Internet. Similar to Meerkat, the
user to prompted to log in with Twitter. Periscope has the same general
functionality though, due to the interface, there is more of a focus on discovering
other streams. Comments on Periscope stay within the app.
• Periscope features a map pinpointing the broadcaster’s location (optional).
Upon selecting a stream, the user interface is again similar to Meerkat with
options to comment or ‘heart’ the stream. Swiping to the right reveals a map
indicating the location of the stream.
• Video content is less ephemeral— content is available for 24 hours
afterward. Users have the option to make content available for replay after
posting.
Sources: The Daily Dot: “Why Is Periscope Obsessed with Fridges?”
CNBC: “Twitter’s Periscope Tackles Live Streaming, Meerkat”
-The Daily Dot

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What Makes Them Unique?
• Content available for
replay post-stream for
24 hours (optional)
• Comments stay within
the app, not posted to
Twitter
• Visual map of
broadcaster’s location
• Users can make
streams private or public
• Users can build
a following on
the platform
• Stream is only live;
video able to be saved
to user’s device
• Comments appear in
app and on user’s
Twitter feed
• Meerkat content is
broadcast to all user’s
followers
• Real-time video
streamed within app
• Interactive features
including likes and
comments
• Leaderboard of app’s
most popular users
• Home page features
feed of live stream
videos from users
worldwide
Sources: Contently: ”Will Periscope Kill Meerkat?”
• Scheduled streams
alert users when to
tune in

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Meerkat | Periscope
How can brands use it?
These two live streaming apps offer vast possibilities for brands, media outlets and even
amateur journalists.
• Interviews at live events: Mashable has been actively using the platforms, taking on
the role of television reporter and asking a series of questions, both prepared
beforehand as well as live questions taken from their viewers.
• Teasing Content: Jimmy Fallon and other entertainers have used Meerkat to show
viewers a behind-the-scenes look at studio recordings and photo shoots. Celebrities
Arnold Schwarzenegger and Kobe Bryant have reportedly been using Periscope.
• Breaking News: Digiday believes the true potential in Meerkat is that users from all
over the world will be able to provide a live first-hand look at announcements, crises, or
other significant moments in time.
• Visual Live Chat: Some social media influencers have turned the camera around to
themselves, responding in real-time, as viewers get a sense of authentic conversation.
• Political Coverage: Similar to how Twitter had an impact on in 2012, These apps could
do the same for the 2016 presidential election. Even the White House Press Secretary
has already done a Meerkat interview.
Sources: Digiday: “What Brands and Publishers Need to Know About Meerkat”
Digiphile: “As Meerkat Election Hype Grows, the Presidential Primary Winner is Twitter”
CNBC: “Twitter’s Periscope Tackles Live Streaming, Meerkat”

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Meerkat | Periscope
What are the potential pitfalls?
Meerkat and Periscope face challenges ahead, including potential legal ramifications and risks.
• Privacy is a major concern and potential hurdle for users of the app. While broadcasting in
public may not be illegal everywhere, some may be uneasy with the notion or being filmed.
While it can be disabled, Periscope’s map feature may be too detailed for some. Personal
rights and the legality of profiting from a Periscope or Meerkat stream are also being called
into question.
• Quality of content is another potential concern with live mobile video. As always, users –
individuals and brands alike – will need to beware the content they produce is worthy and
not clutter. Live stream video apps like uStream and Justin.tv have had a difficult time taking
off, largely due to a lack of interesting user creative. Videogame-focused app Twitch, has
seen some success by targeting niche audiences.
• Copyright Infringement will be an area of concern as live streaming sporting events,
movies, concerts, and other live entertainment may become more prevalent. Corporations
and artists will need to consider how to address a potential increase in users live streaming
proprietary content and performances.
• Censorship will be another issue as users are able to comment on any public stream,
making it particularly difficult to control the experience from a brand perspective.
Sources: CBSnews.com: “New Live Streaming App Meerkat Prompts Big Privacy Concerns”
Billboard: The Meerkat minefield: Legal Issues With Live-Streaming Apps

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What’s the Verdict?
Periscope is quickly emerging as a forerunner with potential to grow as a platform.
Although it is not over for Meerkat (the company just raised $14 million in funding), the app is hampered
by leaning so heavily on Twitter— Meerkat was already restricted from accessing Twitter’s social graph.
Meerkat has already dropped from it’s peak of #140 on the U.S. iPhone download chart to #523 after
Periscope’s launch.
Among the few key differences between the platforms, these give Periscope a decisive edge:
• Videos can be saved and discovered later. This will give brands more capability to have their content
viewed while still maintaining the allure of fleeting, exclusive content.
• Brands and influencers can develop a following natively on Periscope much like on Vine or YouTube.
Sources: Contently: ”Will Periscope Kill Meerkat?”
Billboard: The Meerkat minefield: Legal Issues With Live-Streaming Apps
This chart shows how, in
just 24 hours, Periscope
caught up to Meerkat’s
popularity

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Thank you.
Questions? Thoughts?
Bryan Thomas, Strategist (Washington, DC)
bryan.thomas@ogilvy.com
Robert Santos, Strategist (Washington, DC)
robert.santos@ogilvy.com
Teresa Shiang, Strategist (Singapore)
teresa.shiang@ogilvy.com

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Sources
http://contently.com/strategist/2015/03/11/despite-the-hype-is-meerkat-really-worth-your-time/
http://techcrunch.com/2015/03/22/katch-meerkat/#oy4soc:Iogu
http://katchkats.com/
http://www.theverge.com/2015/3/17/8234769/how-meerkat-conquered-all-at-sxsw
http://www.adweek.com/news/technology/meerkat-could-restore-faith-sxsws-startup-magic-163547
http://techcrunch.com/2015/03/13/twitter-starts-breaking-meerkat-features-by-limiting-social-graph-access/
https://digiday.com/platforms/brands-publishers-need-know-meerkat/
https://digiphile.wordpress.com/2015/03/20/as-meerkat-election-hype-the-presidential-primary-winner-is-twitter/
http://www.cbsnews.com/news/new-live-streaming-app-meerkat-prompts-big-privacy-concerns/
http://www.ishootshows.com/wp-content/uploads/2011/09/stop-shooting-concert-photos-with-your-phone-4295.jpg
http://techzulu.com/wp-content/uploads/2015/03/IMG_2537.png
http://contently.com/strategist/2015/03/27/will-periscope-kill-meerkat/?
http://www.cnbc.com/id/102537151
http://www.dailydot.com/lol/why-is-periscope-obsessed-with-fridges/
http://www.billboard.com/articles/business/6516936/meerkat-periscope-legal-issues-live-streaming-apps