Live.ly: The New Kid on the Live Streaming Block

In the two weeks since it launched, the newest contender for streaming subscribers has tallied more than two million downloads, making it one of the fastest growing and most popular apps in the iTunes store. Welcome to Live.ly, a sister site to musical.ly, in which broadcasters get  “real-time reward mechanisms and a follower count,” according to a statement released Thursday.

“As of July 7th, live.ly broadcasters can now include ‘best fan forever,’ which serves as a real-time reward mechanism to fans. This feature is designed to increase engagement rates of those turned into a broadcast,” the company explains. “In addition, broadcasters now have the ability to view how many people are following them. In the coming weeks, live.ly will also introduce a Virtual Gift System, which provides monetization opportunities for users who want to buy digital gifts for their favourite broadcasters. The gifts will take the form of animated stickers that pop onto the screen during broadcasts and are designed to help elevate and enhance the two-way broadcasts.”

(The site was having some trouble loading as of Thursday night.)

Musical.ly has more than 100 million users, and those curious about live.ly can use their musical.ly app at this time. Live.ly became available on June 23 and is being touted as a “breakout livestreaming platform.” Musical.ly, the statement noted, is “the world’s fastest growing video social network.”

Live.ly is already attracting some star power. The top broadcaster so far is Jason Derulo, a singer and dancer whose livestreams have an average of 1 million views per session, according to Variety. Close on Derulo’s heels is Cameron Dallas, a former Vine star who has parlayed that notoriety into an upcoming Netflix series.

The app is currently only available for iPhone users; an Android version is expected soon.

Within days of its launch, Variety co-editor-in-chief Andrew Wallenstein suggested live.ly could prove the next big hit among social media platforms, especially given musical.ly’s success.

“Musical.ly, a Shanghai-based social network that has astonished the industry by amassing a global audience approaching 100 million mostly teenage users in less than one year, is spinning off a second app, Live.ly, that will also focus on livestreaming,” Wallenstein wrote on June 26. “After a soft launch in May, Live.ly went live in the iTunes app store Friday, and began trending instantly despite zero promotion because of the word of mouth from Musical.ly’s rabid user base,” or “muser” base, as Musical.ly calls the “predominantly young, female-skewing creators who once only shared video clips of themselves lip-synching to popular songs on the platform. But now a broader range of entertainment options is finding traction on Musical.ly, which decided to open Live.ly to give those musers a broader canvas on which they could express themselves.”

Amber Healy

I write about music policy and lawsuits because they're endlessly fascinating.

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