I am a member of both and they are very similar.
Word has it that Kucoin is owned by the same company that owns Binance. They have a very similar structure, even their own coin...the rewards, discounts, and buy back program.
If the speculation is correct, Kucoin came to being so they can accommodate Chinese nationals which Binance can't currently. If this is true then Kucoin may turn out to be bigger than Binance.
I read also that NEO founders are invested on Kucoin. Not hard to believe given they are favored in listing RPX, the no fee NEO/GAS withdrawals, the RPX/NEO, RPX/GAS pairing etc.
All-in-all I see great future for this new exchange.
My shill...they have a referral program. Please consider using mine if you are interested on joining Kucoin. Thanks.
https://www.kucoin.com/#/signup?r=E3ITtU