Dive Brief:

• Meerkat, an app that allows users to conduct live broadcasts, has received a surge in attention after glowing reviews from CNET and Yahoo, as well as videos from media entrepreneur Gary Vaynerchuk and comedian Dane Cook on Twitter. 
• Some brands and publishers—including Yahoo News, Oregon State University, J.C. Penney, and Starbucks—have utilized Meerkat to broadcast live events.
• The app is optimized for Twitter and says it will bypass Facebook—with no plans to push video to that platform in the future. 

Dive Insight: 

While Meerkat has been generating some excitement as of late, it still isn't topping the list of the most downloaded apps in Apple's iTunes store, according to Digiday. It's hard to tell with buzz-generating apps like Meerkat if they will truly take off, or if the attention is all hype.