Joost Positioning Itself To Combat YouTube

By March 2, 2007June 9th, 2020No Comments

Online video is definitely big news this year, with a large chunk of advertisers intending to invest in marketing via this relatively new medium. Joost, a start up created by the founders of Skype, is positioning itself to challenge the current leader in the online video market, YouTube.

Whereas YouTube has been built on user generated content, Joost is relying on partnerships with large media companies that generate copyright protected content for television and video, which is an area that YouTube seems to face continued problems due to copyright infringements and lack of structured agreements with high-end content providers.

Joost’s most recent victory in their quest to dominate the premium video content market came yesterday in the form of a a distribution deal with JumpTV, who own the rights to 270 TV stations in 70 countries. This follows previous deals that give Joost access to content from MTV, Comedy Central, Paramount and more.

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  • Allie says:

    I have to disagree with a few things mentioned in your post. First, I guess are right that Joost is going to compete with YouTube. But the real “headline” here is that Joost is competing with traditional Broadcast TV.

    This is the first real competitor to old-fashioned television. And the “disruptive” / revolutionary part is that it’s being delivered on the very same cable that carried traditional TV. (This is technically called “over the top” — as Shelly Palmer explains.)

    Secondly, YouTube did not build its popularity on user-generated content. This is what everyone says, even reliable traditional media outlets. But the truth is that YouTube became popular by distributing stolen content. There is a huge amount of pirated videos on there, and this drives most of their traffic.

    – Allie

  • AccuraCast says:

    I think Joost might compete to an extent with traditional TV, but one needs to bear in mind that there is a limited / finite amount of time that the Internet can steal away from broadcast TV – No one wants to stare at their PC all day long. So, in the end it will be a bigger tussle between the leading online video brands for viewer time, which ends up presently being a battle between Joost and YouTube.

    As for the second part… true… a lot of content on YouTube is stolen, but I’ve never been one to care about the bleeding hearts in the “poor” media companies. If anything, the YouTube generation do them a favour by distributing / promoting their content to people that otherwise would not have seen it.