This post is part of a conversation-by-blog with Hunter Walk about this question: “Is video discovery a scalable business?” Read Hunter’s post first.
You had me at “video discovery.”
That may sound odd coming from me. After all our startup launched Vodpod in 2007 — “Pinterest for video” long before Pinterest ever launched! — and Showyou in 2011, and both services frequently get lumped into the “video discovery” category.
I find it hard to argue with any of your points given both personal experience with the services we’ve built and close observation of the online video world going all the way back to 1997 (I think you were in college then, right?). Pair up almost any form of media — music, video, news, blogs, events, concerts — with the word “discovery” and you’ve got trouble. For all the reasons you point out, and more.
Take “music discovery.” Remember all those “music discovery” startups? Of course not. Turns out no one wanted music discovery. We just wanted to listen to some music. We wanted a better radio. There’s a lesson in there somewhere.
I think that lesson is this: that by framing a service as “media discovery” you unwittingly adopt the framework and mentality of “utlity” services and apps: “What is the pain-point for the user?” And that framework almost never works when it comes to media. I’ve got 99 problems, “media discovery” ain’t one.
That doesn’t mean, however, that the future is dim for new video services and apps. Just the opposite, I think. As Chauncey Gardner wisely observed, we “like to watch.” We want to be entertained. And informed. And nothing is as entertaining as video. I mean, my God, did you see that Trolololo video?
Devices like the iPad (and to a lesser extent the smartphone) demand we rethink where and how we’re entertained. When we talk about tablets we talk about how they’re a replacement for PCs. But they’re also replacing televisions. They’re portable screens we can carry around the house, from a comfy chair to our beds. We use our tablets in the evenings and the weekends, sometimes alongside our TV, sometimes as a replacement for it. And when we tune in on these devices, we don’t want to snack, we want to gorge.
And while YouTube is a colossus that stands astride the web, it hasn’t cracked the code here. We ask people who have just downloaded Showyou about how they use the YouTube app. You won’t be surprised, I suspect, to learn that the main reasons they launch the YouTube app are (1) to search for a video, or (2) when they’ve tapped a link on a web page which in turn spawns the YouTube app. People generally don’t (yet) think: “Oh, it’s 9PM, I’m tuning into YouTube.”
So, I see a bigger, more expansive opportunity for startups here. A chance to build a new kind of entertainment platform for the 21st century. One that plays to the strengths of the Internet, that taps into its architecture of abundance, its use as a “communication” (i.e., social) platform, its openess; but that does so within the context of how and why we use our tablets. That’s a huge opportunity; but it’s something very different, and more profound, than “video discovery.”