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MEERKAT VS. PERISCOPE:How Broadcasters Embrace the Two

Competing Live Video Streaming Apps

Nicole GreinerNiklas Jacobi

VAST MEDIA, Germany

MEERKAT VS. PERISCOPE:How Broadcasters Embrace the Two

Competing Live Video Streaming Apps

The potential of live social video streaming has captured people's attention and is currently one of the most discussed topics within the tech,television and social networking industry. With mobile streaming apps Meerkat and Periscope on the rise, services to create and consume livevideo have never before been more accessible and easy to use. Despite the fact that the core technology isn't really new, the technological andsocial environment has changed over the past few years – and desktop-based streaming platforms like Twitch.tv and BlogTV (now known asYouNow) have grown huge in popularity.

While Meerkat and Periscope are still battling over the mobile live streaming market and waiting for a major breakout success, it is very likely thatmore players will be joining the battle and that streaming apps are about to change the way live events are viewed in our mobile-based world. As aresult, television broadcasters are already experimenting with new ways to use both apps to connect with their online audiences as well as todistribute original video content in real-time. With a growing audience, streaming apps are starting to have a critical impact on TV broadcasters'coverage of live events while also raising new concerns surrounding piracy and copyright infringements.

MEERKAT - THE UNDERDOG?

At the beginning there was Meerkat. Launched in early March 2015 for iOS devices, the service was build on Twitter's social graph and wentsomewhat viral during the SXSW Interactive festival which resulted in about 200,000 unique users in Meerkat's first weeks. Unfortunately for thecompany, things changed when the service lost some of its access to the official Twitter API - a result of Twitter's purchase of Periscope for areported $100M. Eventually, Twitter's Periscope app was released just a few days after Meerkat's success at SXSW Interactive. From day one,Periscope had one major benefit: Full access to Twitter's social graph and a tight integration within Twitter itself resulting in more than one millionPeriscope sign-ins in the first 10 days after its launch.

SIMILARITIES AND DIFFERENCES OF MEERKAT & PERISCOPE

Currently, both services are still quite similar when it comes to their purpose and functionality. Both make it possible to broadcast a live streamdirectly from a mobile device. Pressing the 'Stream' button within an app enables users to instantly share a corresponding link to their Twitter feed,allowing followers to join, watch, comment and interact with a stream in real-time. Furthermore, followers who also have the app will automaticallyreceive a push notification on their mobile device, and all live streams can be accessed through the app or on the web. In addition, leaderboardswithin both app allow users to discover trending streams from all around the world.

MEERKAT VS. PERISCOPE

INTRODUCTION

However, Meerkat and Periscope vary significantly in terms of features and social integration: Meerkat users can retweet somebody else's streamto their own followers. In addition, Meerkat gives users the possibility to schedule upcoming live streams and inform their followers about it. Popularstreams also have to chance to be featured on the app's main page. To comment on a stream, viewers need to have the official Meerkat installed.All interactions as well as Twitter avatars of current viewers are displayed on a stream's interface. Moreover, Meerkat streams can only be viewedlive, making it all about real-time participation and live video conversation between viewers and broadcasters. There are no playbacks available andonly hosts can preserve their own stream as a video file.

According to Crunchbase, Meerkat raised $18.2M in funding to date with $14M alone in March 2015. Moreover, the service recently launched anew development platform that allows third party developers to create apps and services, which could help Meerkat to increase viewership,interaction and engagement. At the same time, Meerkat launched on Android and updated its iOS app with new features in early May – including apartial integration for sharing Meerkat streams on Facebook. Furthermore, users can now create thumbnails for their streams which could helpsome users to build a presence on the platform. Users can also now choose to host a stream only for selected contacts.

And then, there is Twitter’s Periscope. Numbers indicate that Periscope is gaining more and more momentum. According to statistics from TopsyLabs, Inc., about 300,000 links to streams on Meerkat and over 800,000 links to streams on Periscope have been shared on Twitter between April11 and May 11, 2015. In addition, Mashable recently published an article on its website stating that in early May Periscope was in the Top 40 in theUS App Store while Meerkat could only be found somewhere in the Top 1200.

One of the main features that differentiate the Periscope app from Meerkat is the option to play back expired live streams. Similar to a Snapchatstory, users can make expired broadcasts available on their profile, allowing viewers to relive a live stream experience for 24 hours. In addition, allPeriscope streams feature a special interaction tool that is also preserved for replay: Viewers who join a live stream have the chance to tap thescreen of their mobile device to make little hearts appear which symbolize appreciation. The more hearts users receive, the higher they rank in theapp's 'Most Loved' list. Furthermore, Periscope suggests new people to follow based on a user's Twitter network. The app also allows users to onlybroadcast to specific people by pressing a lock icon and choosing who they want to invite to their live stream.

Despite the fact that Periscope is currently only available for iOS devices, the service has a variety of advantages over its rival Meerkat: First of all,it is easier to reach a global audience on Periscope because the service highly benefits from Twitter's infrastructure and its partnerships with TVbroadcasters, big brands, media companies and celebrities who are already using the service for peeks behind the scenes, press events,

MEERKAT VS. PERISCOPE

INTRODUCTION

announcements and more. Periscope is committed to distribution on Twitter and since online video is highly expected to be a major part of Twitter’sfuture, the live streaming platform has the potential to play a major part in the company’s evolution. Among other reasons, people are turning toTwitter for real-time events and breaking news and Periscope could help Twitter to increase engagement in this field while also making for a newsource of possible ad revenue.

PIRACY AND COPYRIGHT ISSUES

On the contrary, Meerkat and Periscope are also raising questions concerning video privacy and copyright violations – relevant issues that firstcame to light during the fifth season premiere of HBO’s ‘Game of Thrones’ which saw several users illegally live streaming the first episode usingone of the two apps. In addition, the professional boxing fight between Mayweather and Pacquiao, which was broadcast as a pay-per-view event onMay 2, 2015, saw even more viewers turning to live video streams of the event coming from mobile streaming apps. It also created buzz forPeriscope. Twitter responded to takedown notices for both events within minutes, but the fact remains that Meerkat and Periscope make it verysimple to share and view copyright protected material. Even though the terms of both services prohibit the broadcast of copyrighted content,Meerkat and Periscope are yet lacking tools for reporting copyright violations.

CONCLUSION

Overall, both services are facing several issues that still need to be worked out. The two apps have only been battling each other for two monthsand with big opportunities ahead, there is still time for other players to join this battle.

Nonetheless, Meerkat and Periscope are currently taking the leading role in driving the conversation around live streaming from mobiles devices.Meerkat makes starting a live stream super easy but lacks full integration into Twitter – while Periscope benefits from the fact that its acquirercontrols the platform where the battle between both apps is currently taking place. To compete against Twitter, Meerkat and other underdogs willneed to adapt fast since Periscope is likely to grow in the months ahead. In the end, the only thing that matters is viewership and a having avaluable community of content creators – which is why television networks and other media companies who make use of streaming apps toinstantly connect with their viewers play an important role.

What follows is a selection of social extensions and campaigns that illustrate how broadcasters are making use of both Meerkat and Periscope tobring their TV formats closer to fans – adding a new experience of online video to social TV.

MEERKAT VS. PERISCOPE

INTRODUCTION

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INDEX

MEERKAT CASE STUDIESMAD MONEY: BELL CEREMONY // CNBC // USAPBC WEIGH-IN // NBC // USAAMERICAN IDOL: #IDOLTOP12 PARTY // FOX // USAFOX SPORTS LIVE: LIVE BEHIND-THE-SCENES // FOX SPORTS // USANEO MAGAZIN ROYALE: HASHTAG CONFERENCE // ZDF // GERMANY

PERISCOPE CASE STUDIESNEO MAGAZIN ROYALE: BEHIND-THE-SCENES INSIGHTS // ZDF // GERMANYLATE NIGHT WITH SETH MEYERS: SHOW SNEAK PEEK // NBC // USATHE VOICE: #THEVOICEONPERISCOPE BACKSTAGE TOUR // NBC // USATHE VOICE: LIVE VIEWING PARTY WITH #VOICETOP20 // NBC // USATHE VOICE: THE VOICE BACKSTAGE // TF1 // FRANCEDAS GROSSE SCHLÜPFEN: LOOK BEHIND-THE-SCENES // ZDF // GERMANYWWE INSIGHTS // WWE NETWORK // USAOUTLANDER: #TARTANAFFAIR PREMIERE EVENT // STARZ // USATHE PRANCING ELITES PROJECT: PRE-PREMIERE KIKI // OXYGEN // USAMR. ROBOT: Q&A SESSION // MR. ROBOT // USA#ROYALBABY NEWS COVERAGE // CNN // UK

MEERKAT VS. PERISCOPE

MAD MONEY: BELL CEREMONY //

CNBC // USA

Copyright / Images: CNBC LLC. / @CNBC

1) To celebrate the 10-year anniversary of the Americanfinance TV show "Mad Money", CNBC hosted a Twitter-based live stream on Meerkat on March 10, 2015, whichmarked the first time a big media brand was using the app.

2) The stream featured host Jim Cramer ringingthe opening bell at the New York StockExchange. Cramer and the show's crew wereseen standing behind the NYSE podium andpushing the button that signals the bells to ring.

3) The Meerkat stream ofCramer ringing the openingbell accumulated 114 viewers.

PBC WEIGH-IN //

1) One day prior to the primetime sports special "PBC onNBC" boxing event on NBC on April 11, 2015, NBCSports Digital teamed up with Premier Boxing Championsto provide their Twitter followers with an exclusive onlinelive stream of the boxers' weigh-in via Meerkat.

2) To access the stream, fans could turn to the officialNBC Sports Twitter account at 1 pm EST. In addition,the event was promoted by @premiereboxing. A totalnumber of 433 viewers accessed the stream, whichreceived 64 comments and 56 likes. According to NBCSports Digital, live streaming on social media is anexciting new way to provide online audiences like their436,000 Twitter followers with insightful sports content.

NBC // USA

Copyright / Images: NBCUniversal / NBC Sports Digital / Premier Boxing Champions / @premiereboxing

AMERICAN IDOL: #IDOLTOP12 PARTY //

FOX // USA

Copyright / Images: FOX / @AmericanIdol

1) The top 12 candidates of season 14 of the singing competition "AmericanIdol" were revealed live from the studios in Los Angeles on March 11, 2015.To engage fans prior to the broadcast of the 'Top 12 Revealed' episode,FOX used Meerkat to host a live stream from the #IdolTop12 party.

3) The party was attended by thejudges, contestants and otherguests. Fans could watch the starswalk the red carpet and witness thefun happening behind-the-scenes.

2). "American Idol" used the app’s schedulefeature to inform its Meerkat and Twitter followersthat an exclusive live stream from the #IdolTop12party was about to begin in 20 minutes.

FOX SPORTS LIVE: LIVE BEHIND-THE-SCENES //

FOX SPORTS // USA

Copyright / Images: Fox Sports Interactive Media, LLC. / @FOXSportsLive

2) The event was announced on social media afew hours prior to the start of the broadcast. Shortvideo announcements featured the show's hostsJay Onrait and Dan O'Toole.

1) On March 25, 2015, Fox Sports' flagship program "Fox Sports Live"hosted an one hour video live stream via Meerkat to provide fans withan exclusive behind-the-scenes look at the first hour of the show.

3) The live stream was broadcast directly from theshow's desk through an iPad on a tripod. Duringbreaks, host Jay Onrait consistently encouragedviewers to comment on the stream by holding up noteswith questions on it, including 'Should every Tuesdaybe Meerkat Tuesday?'. Overall, the Meerkat live streamaccumulated 400 viewers, 74 likes, and 215 comments.It was also shared 24 times within the app.

4) A few weeks later, "Fox Sports Live" turned away from Meerkatand instead moved to Twitter's Periscope. The behind-the-scenes-live-stream has now become a regular feature of theshow. Among other things, Periscope viewers are encouraged toask questions or suggest catch phrases for the hosts to use.

NEO MAGAZIN ROYALE: HASHTAG CONFERENCE //

ZDF // GERMANY

Copyright / Images: @janboehm / @CHIP_online

1) On March 25, 2015, German pubcaster ZDF's latenight show "Neo Magazin Royale" invited fans to helpthe team find the show's hashtag of the week byjoining their editorial conference via Meerkat.

2) Viewers were encouraged to make and discusssuggestions for a funny hashtag of the week viaMeerkat's comment feature. The suggestions werediscussed by the show's host Jan Böhmermannand his team. Within only a few minutes, over 900fans were following the live stream. "Neo MagazinRoyale" now streams the hashtag conference on aweekly basis, but has shifted to Periscope.

NEO MAGAZIN ROYALE: BEHIND-THE-SCENES INSIGHTS //

ZDF // GERMANY

Copyright / Images: Jan Böhmermann / @soehlsch / UFA SERIAL DRAMA digital

1) ZDF's late night show "Neo Magazin Royale”regularly uses Periscope to provide fans with behind-the-scenes insights. On March 30, 2015, the show’shost Jan Böhmermann for example hosted a live videostream of his team's editorial conference via the app.

2) In the live video stream, Böhmermannintroduced the "Neo Magazin Royale" crewworking behind-the-scenes of the showand replied to comments and questionsfrom the viewers.

3) Every week, the showadditionally streams thefinal rehearsal.

LATE NIGHT WITH SETH MEYERS: SHOW SNEAK PEEK //

NBC // USA

Copyright / Images: NBCUniversal / @LateNightSeth

1) Right after Twitter released Periscope on March26, 2015, NBC's late night show "Late Night withSeth Meyers" provided fans with an exclusivesneak peek of the Thursday night episode by livebroadcasting the taping of the show on the app.

2) On the Periscope stream, fans could watch thelive taping of the show's recurring 'This Week inNumbers' segment, for which host Seth Meyerswas joined by The Count from "Sesame Street"that day, from behind the scenes.

THE VOICE: #THEVOICEONPERISCOPE BACKSTAGE TOUR //

NBC // USA

Copyright / Images: NBCUniversal / @NBCTheVoice / @ramonalehman03 / @levinesflowers

1) On March 26, 2015, the same day Twitter releasedPeriscope, NBC's "The Voice" already used the appto offer fans a '#TheVoiceOnPeriscope BackstageTour' with surprise host Matt McAndrew from thesinging competition's seventh season.

2) McAndrew showed the fansaround on set and got some ofthe contestants in front of thecamera to goof around.

THE VOICE: LIVE VIEWING PARTY WITH #VOICETOP20 //

NBC // USA

Copyright / Images: NBCUniversal / @NBCTheVoice

1) On March 30, 2015, NBC's "The Voice" wrapped up the Knockout Rounds andfinalized the top 20 candidates to perform in the upcoming live shows. On the followingday, an one-hour episode called 'The Road to the Live Shows' aired and functioned as arecap of the ongoing season eight by showing highlights of the top 20 performers and jurymembers. All 20 candidates gathered to watch the episode together. Fans at home wereable to join the candidates for a 'Live Viewing Party with #VoiceTop20' on Periscope.

3) During each commercialbreak, a different candidateof the top 20 took over thePeriscope stream.

2) The live stream started at 8 pm butwas already heavily promoted before onTwitter. Fans were called upon to submitquestions using #AskVoiceTop20 for thechance to have the candidates answerthem during the 'Live Viewing Party'.

4) To let fans further engage with the episode and the live stream,NBC released several '#VoiceBingo' cards on its social mediaaccounts that fans could use to play parallel to the on-air show.Each time an iconic moment such as 'Xtina screams' happened,fans could cross out the corresponding field on their bingo card.

THE VOICE: THE VOICE BACKSTAGE //

TF1 // FRANCE

Copyright / Images: e-TF1 / @TheVoice_TF1 / @sandrine / @MartinZayas / @laurentbuanec / @fou_ad_ / @LouisMetivet / Henner Herwig Jürgens

1) Since Twitter launched Periscope at the end of March 2015, Frenchbroadcaster TF1 regularly uses the app to provide fans of singingcompetition "The Voice", which is currently in its fourth season, withexclusive behind-the-scenes insights. The first video live stream frombehind the scenes was offered on April 4, the day of the first live show.

3) During the season finale onApril 12, TF1 used the app tohost live streams from the 'V-Room’ where the contestantsstay backstage during the show.

2) TF1 uses the app in different ways and on differentoccasions. The show's host Nikos Aliagas for example tookfans on a tour through the backstage area and entertainedthe fans during the commercial breaks by showing what ishappening in the studio and behind the scenes. In otherPeriscope streams, the fans got a look at the atmosphere inthe studio before the start of the live show or could see whatthe contestants are up to in preparation of the show.

4) TF1 launched several of thesestreams throughout the night, whichwere hosted by different contestantseach time.

DAS GROSSE SCHLÜPFEN: LOOK BEHIND-THE-SCENES //

ZDF // GERMANY

Copyright / Images: Zweites Deutsches Fernsehen / @lens_laura / UFA SERIAL DRAMA digital

2) The stream prior to the on-airshow provided viewers with a quickbehind-the-scenes look of the studio.

1) On April 1, 2015, German pubcaster ZDF aired "Das große Schlüpfen" (Thegreat hatching), a live show that let the audience witnesses the hatching of avariety of animal species, including reptiles and birds, live on-air and online. Tofurther engage viewers, the pubcaster used Periscope to give them a behind-the-scenes look before the show started. After the broadcast, the app was used tostream the hatching of ostrich babies that didn't hatch during the on-air show.

3) The stream after the broadcast featuredthe hatching of the ostrich babies. Thecamera operator commented on thehappenings and interacted with viewers byasking them what they should name thenewly born animals.

Copyright / Images: WWE, Inc. / @WWE / @usfireee

WWE NETWORK // USA

WWE INSIGHTS //

1) On the occasion of Arnold Schwarzenegger's and Randy 'Macho Man' Savage's officialinduction into the 'WWE Hall of Fame', the World Wrestling Entertainment, Inc. (WWE)hosted a gala in March, 2015. Fans at home could watch the event via the subscription-based video streaming WWE Network which also hosted an hour long preliminary reportfrom the red carpet. In addition to the stream on WWE Network, fans had the chance toaccess a Periscope stream starring WWE host Corey Graves on the red carpet.

3) WWE also used Periscope on April 6,2015, to host a pre-show of the "Raw PreShow" which takes place on a weekly basisprior to the broadcast of USA Network's show"WWE Raw". The Periscope stream againfeatured Grave who gave viewers an insightinto the preparations of the show.

2) Graves encouraged the attendingcelebrities to interact with viewers athome through the app.

4) On April 7, the app was used againto host a Q&A session with rapper FloRida at the WWE TV Studios.

OUTLANDER: #TARTANAFFAIR PREMIERE EVENT //

STARZ // USA

Copyright / Images: Starz Entertainment, LLC.

1) On April 1, 2015, Starz celebrated the upcoming return of historical drama series"Outlander" for the second half of its first season on April 4 with a big mid-seasonworld premiere event at the Ziegfield Theatre in New York City. For the fans unable toattend the event, Starz documented all the action on Twitter using the hashtag#TartanAffair and also offered exclusive live streams from the red carpet on Periscope.

3) A little later, Starz's social mediateam provided fans with a live streamof the red carpet. Fans could not onlywatch the stars walk the red carpetand posing for the photographers, …

2) The first of two Periscope livestreams that evening offered fans alook at the "Outlander" set and costumeexhibit in front of the Ziegfield Theatre.

4) … but the series' cast and crew alsostopped in front of the camera to say helloto the fans and to answer some questionsasked via the app's comment feature.

THE PRANCING ELITES PROJECT: PRE-PREMIERE KIKI //

OXYGEN // USA

Copyright / Images: Oxygen Media LCC. / @oxygen

1) To celebrate the series premiere of its new docu-series "ThePrancing Elites Project", Oxygen hosted a so-called kiki, agathering of friends for the purpose of gossiping and chit-chat,that was attended by the show's protagonists and crewmembers. The event took place at 9pm, one hour before the TVpremiere on April 22, 2015. Viewers at home had the chance tobe a part of the kiki and to interact with the attendees throughthe live stream on Periscope the channel hosted.

2) Next to general shots of the party, the stream also featured aQ&A session during which users could submit questionsdirectly via the Periscope app. Non-app users could also tweetat @oxygen for the chance to have their questions answered.Furthermore, viewers could see a live dance performance bythe cast members. After the TV broadcast of the premiere,Oxygen hosted another Periscope stream in which the cast andcrew members discussed the first episode.

MR. ROBOT: Q&A SESSION //

USA NETWORK // USA

Copyright / Images: NBCUniversal, Inc. / @whoismrrobot

3) The footage of the livestream was also shared onTwitter after the panel ended.

1) In the context of the Tribeca Film Festival 2015, an advancescreening of USA Network's upcoming drama series “Mr.Robot” was held on April 26, 2015. After the screening of thepilot episode, the full team of cast and creators participated ina panel to discuss the series and answer audience questions.

2) The Q&A session was streamedlive via Periscope and thus alsoallowed non-attendees to follow thediscussion and submit questions.

#ROYALBABY NEWS COVERAGE //

CNN // UK

Copyright / Images: @MaxFosterCNN / Anne Kalisch

1) On May 2, 2015, Kate Middleton and Prince William welcomed thenewest member, a little girl, to the royal family. CNN anchor andcorrespondent Max Foster, who is based in the network's London bureau,used Twitter's video streaming app Periscope throughout the whole day atvarious locations to keep followers posted on the latest events.

2) The first stream was hosted in the morning in front ofthe Lindo Wing of St Mary's Hospital where Kate gavebirth. Foster and another correspondent answeredquestions that were submitted via Periscope's commentfunction. The stream gave viewers an impression of thescenery in front of the hospital and also featured well-known royal superfan Terry Hutt.

3) Additional streams were hosted when the genderwas announced, Kate's and William's first childPrince George arrived at the hospital and when thecouple left the hospital with their newborn. The livestreams were also turned on during Foster's liveconferences with CNN International or CNN US. Theseries of streams concluded in the evening in frontof Kensington palace, the royal residence set inKensington Gardens.

4) On May 4, 2015, the day that the girl's name was to be announced, Fosterhosted a '#RoyalBaby Name Q&A' session on Periscope. Viewers, Fosterand other journalists in front of the palace discussed possible outcomes forthe choice of name. Some of the streams generated a total of almost 5,000live viewers and 73,000 hearts, the app's equivalent to likes.

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