Do we have too many companies addressing the similar needs with minimal differentiation? Is it too crowded?
- Summary of the key players in the market today -
the Platform. Target segment: white label publishers, premium publisher. Value proposition: ingest video and manage metadata. Tie-up with ad networks and player vendors for an end to end offering. Owned by Comcast. Metrics (month): 65M streams and 10 M UUs.
- Brightcove. Target segment: white label publisher, premium and mid market (torso) publishers. Value proposition: ability to customize player, great toolset for publisher, open APIs for customization, tie up with ad networks. Private with around $90M funding. Metrics(month) : 31M streams per month, 10M UUs. Customers: Showtime, WSJ, and AOL.
- Move network. Target segment: white label publishers, premium and mid-market publishers. Value proposition: high end streaming needs - HD. Customers: ABC, Discovery, Fox, CW.
- YouTube. Target segment: tail publishers. Value proposition: get your video on YouTube. Value proposition: access YouTube audience.
- Ooyala. Very similar to Brightcove.
And there are new players in the market - Kaltura, Fliqz, Marcellus. As you'll note, there is not much of a differentiation between the players. Few of them are beginning to differentiate on price vs. value - a dangerous strategy leading to price wars.
What would be ideal is that they bring out a value proposition for their target customer semgent and focus on it. Too many of them are simply creating "me-too" products. I predict an industry shake-down in the next year or so, the five players listed above should make it out all right, the rest will face a very tough climate.