M&M Global explores what’s going on behind the hype around live-streaming apps Meerkat and Periscope.

What is going on then?

You’ve probably heard of live-streaming technology such as Ustream, and it isn’t anything new. Ustream, founded in 2007, is a website that allows its 80 million users to broadcast live streaming videos on the internet. Meerkat and Periscope aren’t so different.

So why all the hype?

Think live-streaming with the integration of social media. The reason why Meerkat and Periscope are causing so much excitement in the industry at the moment is because this new take on live-streaming services sounds much more fun, more appealing and easier for both marketers and users.

The apps allow users to quickly broadcast live videos which their friends and Twitter followers can tune into (providing you have access to a decent Wi-Fi connection).

Meerkat dominated the technology scene during this year’s SXSW Interactive festival in Texas following its launch at the end of February and has gained over $14m in funding. Its users include the likes of Jimmy Fallon and Rio Ferdinand. However, Meerkat has hit a big problem now that it’s been blocked from integrating with Twitter following the launch of the social platform’s own service, Periscope.

Who’s winning?

Although Meerkat has tried to solve the issue of being blocked out by Twitter by adding new features to its app, the launch of Twitter’s Periscope is giving the company a run for its money.

If having the backing of one of the biggest social networking platforms available isn’t enough, on the day of its launch Periscope shot past Meerkat in Apple’s rankings of free apps. Shortly after that, it passed Meerkat again in the number of tweets with links to its like broadcasts.

However, things have started to slow down at both ends. The total number of tweets shared each day with links to streams from both Periscope and Meerkat are now pretty much equal.

Although notable media personalities are trying out the platforms, it’s still early days and there’s only a limited market for personal live streaming video. So, while the race between the two apps isn’t over just yet, it’s probably safe to expect that it will be in a month or two.