Ben Rubin has a good idea of what makes a successful video app, because he knows firsthand what makes a bad one. After a year and a half of trying to get Yevvo off the ground, Rubin realized that the video startup had become bloated and stale.

After killing Yevvo, Rubin wasted little time on revealing its replacement, Meerkat. Meerkat is a simplified and streamlined iOS video app that sends live feeds to a user’s Twitter followers. There are only two options once inside the app: start a stream immediately or set a time for a later broadcast. If you choose to start one right away, Meerkat sends a tweet announcing the stream, allowing your followers to view or comment.

The app is already picking up steam at a rapid rate, and Meerkat-tagged tweets can be seen all over many users’ timelines. It seems that the public had an unspoken desire for the ability to stream video of their daily activities or thoughts, and was searching for an easy way to propagate said streams. Meerkat offers the perfect platform for this, by utilizing an already established platform like Twitter.

Meerkat could continue its upward momentum, or it could fizzle just as quickly as it started. The jury’s still out, but while you wait, why don’t you download it and give it a try?