Exclusive: Justin.tv to Launch Pay-Per-View Service

By on 12/20/2009 5:30 PM @beet_tv

Justin.tv, the big live Web video site that says it has 35 million monthly views, will launch a pay-per-view platform next month for a few content creators and then roll it out across the entire network in Q2.

This would mark the first time that one of the big live Web streaming sites have launched a paid service. 

Channel creators can charge what they like.  Justin.tv manages the authentication and payment system and will take about 30 percent of charges as payment.  (This 30 percent is similar to payment Apple receives from the sale of iPhone apps.) 

There is a minimum charge of $1 per paid-view paid to Justin, so channel owners need to charge more to make any money.  Channel owners can charge for an ongoing subscription or for a one time view.

On daily basis, some 40,000 content creators stream their programming live on the site with about 1,800 shows going on at any given time.  Some 800,000 individuals around the world are registered to upload to Justin.tv.

For content creators seeking to monetize their shows this could be a promising opportunity.  And,  it could be significant revenue source for Justin.tv, which now relies on advertising.

Evan Solomon, who heads marketing for the San Francisco-based start-up, visited Beet.TV last week for this interview.

We are curious to see what will emerge.  We can expect music performances, instructional classes, obscure sports, and competitions.  We assume that some clever live streamers will come up with must watch programming and will do well.

Some of it will undoubtedly be seedy and we can expect issues with intellectual property to come up.

Evan told me that the company has a mechanism to screen and identify inappropriate content.

The Increasingly Live Video Web

We expect that live Web video programming will become pervasive. 

Yesterday,  we published a video with Max Haot, CEO of Livesream.  Max believes that within 5 years as much of half of  video on the Web be live.

With all that live content, someone will be making money on a paid per view basis.  It will be interesting to see who gets there first.

Update:  12.21:  Janko Roetggers at NewTeeVee points out in his post that Stickam has pay-per-view program.

Update #2:  We have published a second interview with Evan, this one about the company's in-house CDN operation.

Andy Plesser, Executive Producer

Recent Videos
image
Mobile Video Advertising is Priced at 50% Discount, MMA’s Stuart

Mobile video advertising is pricing at half of what it should be says Greg Stuart, CEO of the Mobile Marketing Association, in this interview with Beet.TV.  He cites data from a just completed two year, $2 million research study undertaken by the MMA with several big brands.   Unlike other forms of ...

image
Mixpo’s Tillinghast Sees Big Upside to Interactive Video as Display Banners

Mixpo, the Seattle-based company that creates custom, interactive elements for pre-roll ads for big brands and publishers, sees much bigger opportunities for interactivity in video ads that appear as banners, says Charlie Tillinghast, former President & CEO of MSNBC.com, who became CEO of Mixpo earlier ...

image
comScore Readies Measurement Tool for Connected TV’s

Responding to a dramatic increase in video consumption on connected TV’s, comScore is readying a measurement tool to tabulate views on the devices and will roll it out this year in the U.S., says Serge Matta, CEO in this video interview with Beet.TV.   He says that comScore is already measuring OTT ...

image
Tim Armstrong’s Goal of “Open” AdTech Dominance: “Open is the New Black,”...

In a  keynote address to some 500 leaders of the adtech industry gathered in New York by the investment bank boutique LUMA partners, AOL CEO Tim Armstrong shared an expansive  view on the sale of AOL to Verizon and the future of AOL.   He spoke about the future of an open, interoperarable tech stack ...

Jon Steinberg, DailyMail
DailyMail’s Steinberg: The Threat to News is the Media Agencies

It’s not porn, it’s not file sharing, yet many media agencies equate news with these unsavory categories – and they are keeping their distance and limiting ad spend. The threat to news is not the lack of journalists, it’s the way news is seen by advertisers, primarily by the ...

image
David Bell: “There Will be Roadkill in the Lumascape”

At the upcoming Cannes Lions Festival in France next month, a vast numbers adtech companies will be vying for attention but there will be an inevitable winnowing.   Consolidation will continues with the growth of larger, open platform technology companies.  “There will be roadkill in the ...

image
Being a Change Agent = Reading Trends, Simulmedia’s Dave Morgan Says

The ad market should brace itself for huge digital transformations in the next few years. Changes that have been afoot for sometime now are on the cusp of hitting the market hard, says serial entrepreneur Dave Morgan, Chief Executive Officer for Simulmedia, who talked about these shifts in the ad ...

image
China’s Search Giant Baidu in Strategic Alliance with Taboola

Baidu, China’s largest search engine, has entered into a strategic investment with content recommendation company Taboola, the companies announced today.   Terms of the agreement were not disclosed. The deal gives Taboola a giant foothold in the Chinese market which does not widely use content ...

image
Video Ad Trust Is A Mess: Coull CEO Watkins

Through initiatives like the Media Ratings Council defining what truly constitutes a “viewable” ad, the industry has come a long way to eradicating fraudulent practices. But the spectrum of viewable ad-measuring platforms spawned by the search for accuracy means video ad sales are still in a ...

image
Xaxis Deal ‘Critical’ To AppNexus’ Future: CEO O’Kelley

Last year’s deal in which WPP’s Xaxis programmatic unit divested its ad-serving technology to ad tech outfit AppNexus was forged in the snowy hills of the Swiss Alps. “For five years, we had a good relationship,” AppNexus CEO Brian O’Kelley tells Beet.TV in this video interview. ...

image
Nielsen, eXelate Will ‘Co-Build Products From Day One': Zagorski

Media measurement firm Nielsen and programmatic ad tech outfit eXelate had already worked together for five years before the former’s acquisition of the latter this March. Now they are working on the same journey. “We act as their data management backbone, taking a lot of their offline data and ...

image
VivaKi Lives On After Reorg: SMG’s Delaney

Ad group Publicis’ VivaKi digital division may be moving its programmatic experts out around the group, but that doesn’t mean VivaKi is dead. “VivaKi still lives on,” says SMG programmatic SVP Mac Delaney in this video interview. “It operates the SkyScraper platform, the ...

loader