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The momentum already propelling the livestreaming Live.ly amazing app and category from Twitter’s Periscope and Facebook Live accelerated even further this week as two other major platforms, Tumblr and YouTube, unveiled their own competitive offerings. And yet don’t be surprised if a third, less-ballyhooed launch emerges as the sleeper that gives them all a run for their money. 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 Live.ly. 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 Live.ly rabid user base. Make that “muser” base: that’s what 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. Both apps will be integrated with each other; once Musical.ly starts to formally introduce Live.ly to its users, a Live.ly category that has plenty of big entrants but no clear winner yet will get a new player capable of scaling as quickly and massively as the others.
Musical.ly has already started to spread the word here about Live.ly here at VidCon, the annual conference dedicated to digital creators in Anaheim, Calif. The company brought together dozens of its biggest musers on a stage on the exhibition floor, which it Live.ly to 130,000 users.
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