Social app Musical.ly launched a spin-off Periscope rival called Live.ly last week, and it’s proving a big hit on Apple’s App Store. Live.ly has been downloaded nearly 500k times in its first four days, with Variety reporting that one broadcast from digital media firm Young Hollywoood has attracted nearly 600k live views.
Yes, that sounds impossible, but we expect a portion of those views happened outside the app itself. Musical.ly’s huge, enthusiastic and young fanbase have provided a good launchpad for the company’s new app, which is competing with YouNow, Facebook Live, Twitch and YouTube’s live features, as well as Twitter’s Periscope. We’d expect some musicians to give Live.ly a try, as Musical.ly has been working on marketing partnerships with the likes of Jason Derulo, Ariana Grande and Lukas Graham in its core app, which has been downloaded more than 100m times. Livestreaming is an expensive business, but recent reports suggested Musical.ly was raising $100m of new funding at a $500m valuation. As we’re patiently explaining to incoming customer service enquiries, Musical.ly the app still has no relationship with Music Ally the music industry research and consultancy company.