Magnify.net Different Than The Rest Of The Video Crowd
Magnify.net is a new video startup that is different from the rest of the crowd. Unlike YouTube and dozens of others, it isn't focused on building a portal around user-uploaded videos. Instead, they are allowing website publishers …
Context & Ripple Effects
The online-video field had already been described as crowding with new services, while Click.tv represented an earlier push to bring video publishing into websites' editorial workflows. Magnify.net enters that split by serving site publishers rather than trying to aggregate audiences in a destination portal.
First-order effects
- Website publishers gain a video-service option built around embedding and managing video on their own properties, rather than sending audiences to a user-upload portal.
- Magnify.net competes for publisher relationships and distribution placement, while YouTube remains centered on user-created video and audience aggregation.
Second-order effects
- Publishers can weigh the reach of YouTube-style portals against retaining the audience relationship and page context on their own sites.
- Video startups such as the earlier Click.tv publishing effort face a clearer competitive distinction: tools for publishers versus consumer destinations.
Third-order effects
- If publishers adopt services that keep video on their own domains, online video may divide between portal-scale audience networks and infrastructure providers serving independent sites.
- The crowded video market points toward differentiation by distribution model, not simply by accumulating more uploaded clips.
The trend: Online video is branching from consumer upload portals into publisher-facing services that let sites retain control of their video experience.