ParisLemon » Buzz Doesn’t Pay. Is Joost Dying?

Buzz Doesn’t Pay. Is Joost Dying?

Mathew Ingram wonders tonight if Joost is heading for the deadpool – if utter lack of talk about the company since launch is any indication, I’d have to agree.

Joost was one of the most hyped services a year ago well before its launch. Easily the most beta invites I’ve ever given away have been for Joost, and I kept running out leaving people wanting more. So where did all of those eager testers go?

Well if they’re anything like me, I open it once in a while to see if anything new has been added, maybe watch a few clips, then shut it down 15 minutes later. I love the software, love the usability, but – as Mathew indicates – the content is simply not where it needs to be in order to get people to open up an entire program just to watch.

Joost on a stand alone device like the Apple TV I think would work well – though the navigation would have to change from its current mouse-based state – unless they take NewTeeVee’s advice and put Joost on the Nintendo Wii. I think that might be a brilliant move, using the Wiimote to navigate the Joost menus might seem even more natural than using a mouse. We know Nintendo is experimenting with TV functionality for the Wii in Japan, why not add a Joost channel?

Any talk of Joost’s demise so soon after its launch – even if unfounded – is pretty sad. I still find Joost to be very forward-thinking and potentially a killer service, but those who were with me at the get go – got gone. Current television – even the online variety on NBC.com, Hulu and the like – could learn a thing or two about advertising from Joost. Short pre-rolls are acceptable, but even better is the unobtrusive interactive ads the show up every once in a while during playback. I’d take that over a 1-minute break in the action to show a Chevy commercial any day.

To keep with my rather lame initial post from last year – O.J. “The Juice” Simpson is back in jail and this Joost may not be on the loose for very long either it seems.

Post by MG Siegler on 01/19/08
Comments

Dave

It's such a crowded space at this point, that Joost would need to demonstrate a *meaningful* differentiator to stand out. Sure Joost has some nice whiz-bang, but not only is content a barrier but the separate client presents some serious adoption barriers (e.g. you gotta download it, it's currently only available on computers, etc.).

I figure most of the alternatives already have several significant market advantages:

Hulu: content, accessibility (browser based, viral via embeds - so sorta site-agnostic)

iTunes: installed based b/c of iPod. More platform support: computers and portable players

Cable: installed base, on demand content

Which says nothing of the other media sites (ABC.com, CBS.com, Comedy Central) or video sharing sites YouTube, Veoh, etc. Or other delivery platforms.

In this type of market fancy technology isn't sufficient. The other two components content (as you say) and ease-of-use/accessibility are key. Joost can certainly gain one of these other legs, but they are currently lacking.

But that's just my $.02

jollyjo

"-the content is simply not where it needs to be in order to get people to open up an entire program just to watch."

That and the lack of "viral ability". No doubt, the buzz and the newness were like magnets, but as the content got stale coupled with the inability to spread the Joost "love", interest came to a screeching halt.

Even without this post, I can already see the folks at Joost scurrying about trying very hard to figure out their next move.

MG Siegler

@dave - and a good $.02 it is. all solid points I think.

@jollyjo - yeah the viral aspect is certainly an interesting idea. obviously that majorly helps youtube, and since joost is a standalone player it clearly isn't really an option at this point.

Anonymous

I signed up for the Joost Beta & was eagerly anticipating it. I went to the site once, maybe twice, the content just wasn't good enough so I have not been back. To me the company that wins the race on live sport on the net will get my vote. Hulu is not available to me in the UK although I joined the Beta & liked what I saw of the site. I watch a lot of the BBC iPlayer, they have a heap of great content. Will download a few Apple movies for rent too I guess.

YouLicense Team

I heard they peak at 1500 concurrent viewers. This means only 1500 people are watching Joost at prime time together?!

They should start spreading the player on the web...embedding shows...

Brad Linder

Last night I tried to sign onto Joost for the first time in months. The writer's strike has left little worth watching on my PVR and I was bored. Unfortunately, Joost wanted to download an update before allowing me in and the update server was down. So I listened to NPR and played a video game instead.

MG Siegler

@anon - yeah sports is big. I think quite a few people watch some of the soccer on joost.

@youlicense - wow, if that's true, that is sad. embed player would be good if they could make one as slick as their stand-alone.

@brad - ha ha I would have done the same exact thing. they don't exactly have the clout to test members patience with servers being down.

igmuska

I participated in the first beta invite, installed the software, then got bored...then read a feed about it just recently, and loaded it...Every chance I get I've been watching old Star Trek. Sadly I noticed that they only offer a few of the more popular syndicated shows from the pre-Internet era.
But the concept is devastating! It leaves me to wonder about its marketing strategy: first addict a few, who then spread the contagion innocently to others. TV as we know it is pretty much history now. Think about it.