Joost Leads The Way With Web Video - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
Mobile // Mobile Applications
News
5/29/2008
01:00 PM
Fritz Nelson
Fritz Nelson
Features
Connect Directly
Facebook
LinkedIn
Twitter
RSS
E-Mail
50%
50%

Joost Leads The Way With Web Video

Joost has learned a lot about what people watch online, and who watches.

While Joost is still a leader in high-quality video by any measure, it was all the singe a year ago. One of the first businesses to start online as a video network and aggregator, it hired ex-Cisco executive (and some say John Chambers heir apparent) Mike Volpi as its CEO.

Some of Joost's magic comes in its network architecture, which is probably no surprise given Volpi's heritage. It's an impressive marvel of technology and an ambitious endeavor, but compared to others, it comes with one significant drawback (which also happens to be its strength): the need to download client software. Volpi confirmed a rumor that a clientless (or more accurately, browser plug-in) version of Joost is slated for the summer.

Joost's site says today's product is still in beta, something Joost's senior VP of engineering, Matt Zelesko, dismissed, saying, "Gmail is still in beta, too." But much has changed during the past year, including Joost's architecture and the location of its data centers.

InformationWeek Reports

Since launching publicly, Volpi says, the company has learned a great deal about "what people watch, about viewing patterns worldwide, about interactive [features]." For instance, while many experts say online viewing is rife with attention deficit disorder, Joost has found average viewing times around 17 or 18 minutes. But quality must be top-notch. Volpi also says the content people watch online isn't what they would watch on TV, namely more science fiction, comedy, and animation. The demographics map to early adopters: males ages 20 to 30.


Mike Volpi, CEO, Joost

Mike Volpi, the man behind some of the magic
Joost's client started out very futuristic. I downloaded an early beta months ago and found the UI as intriguing as a video game, but also as initially confusing (for instance, there wasn't an obvious way to simply quit the application). Joost learned that the user just wants simple navigation, Volpi says.

As a content aggregator, Joost is fantastic for more of what Volpi calls the midtail (of the "long tail") programming--the stuff you wouldn't necessarily see on mainstream television. This is truly the content that the Internet is fostering.

Like bands that launch themselves on places such as MySpace, new shows will find their way in front of larger audiences via sites like Joost. That's because Internet TV, as Volpi points out, has so many advantages, primarily that content is easier to find and largely on demand, not to mention more is geared to special interests. Just look at huge hits like KateModern, Quarterlife, and Lonelygirl15. Some of these shows will develop on the Internet and then might move to TV ("the Internet is an audition platform," Volpi says), but some are meant to only do well on the Internet (Quarterlife was wildly successful on the Internet, but failed on regular TV).

Photo illustrations by Sek Leung

video artwork by Sek Leung

Web Video: Make It YourTube
The Internet has made video accessible to everyone, including your competition. It's time to jump in, and we'll show you how to do it.
Joost Leads The Way With Web Video
Joost has learned a lot about what people watch online, and who watches.

YouTube And Joost Show There's Money In Online Video
The online video pioneers try innovative new forms of advertising.

Do You Hulu? Video Destination Site Delivers On The Viewing Experience
Joint venture between News Corp. and NBC Universal aims to make watching online videos easy for those who don't want to be tied to the TV.

Peer-To-Peer The Joost Way
All machines connected to the video-delivery company essentially serve as partial hosts, so users get content faster.
High-Quality Web Video On A Budget
Light Reading details its homegrown video delivery system.

Diggin' Video With Revision3
The new venture from the fine folks at Digg breaks the rules of Web video.

The ABCs Of Quality Viewing
The TV network's site will blow you away in terms of picture quality and the availability of programs.

Mobile Video Still A 'Snack'--For Now
While providers see a trend toward getting video on mobile handsets, there are still some speed bumps.

Blog:   How The Cable Companies Can Win Again
Download a PDF of this Article

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
InformationWeek Is Getting an Upgrade!

Find out more about our plans to improve the look, functionality, and performance of the InformationWeek site in the coming months.

Slideshows
11 Things IT Professionals Wish They Knew Earlier in Their Careers
Lisa Morgan, Freelance Writer,  4/6/2021
News
Time to Shift Your Job Search Out of Neutral
Jessica Davis, Senior Editor, Enterprise Apps,  3/31/2021
Commentary
Does Identity Hinder Hybrid-Cloud and Multi-Cloud Adoption?
Joao-Pierre S. Ruth, Senior Writer,  4/1/2021
White Papers
Register for InformationWeek Newsletters
Video
Current Issue
Successful Strategies for Digital Transformation
Download this report to learn about the latest technologies and best practices or ensuring a successful transition from outdated business transformation tactics.
Slideshows
Flash Poll