Georg Cockburn

Joost announced that it was going to launch a web client in October. An important move for the video streaming service that was once anticipated to shape WebTV. When it launched in 2006 Joost was only available as an application which has to be installed. But users, who are used to view videos directly within their browser (as they have learned by YouTube, Vimeo and many others) don’t seem to want to go through the bother of starting an application just to watch their favourite TV show. As the browser seems to become the central application on one’s computer the main user tasks have to be able to be controlled directly within the browser. To install, configure and the open an extra application is too much of a bother for the modern user.

And then came Hulu: The website has deals with the main large TV networks and offers US consumers a lot of current TV shows – all without installing a separate application.

Now Joost announced that it was working on a browser-based version in March. Currently, you will still need to install a plugin for your browser to view videos on Joost, but starting in October, Joost will also move towards a completely Flash-based system. The plugin will remain necessary for watching HD content and live video, however.

So Joost is about to manage the first big challenge: enabling the usage within browsers. And there are also many social features Joost has added to it’s new release. But there’s another big step to take: Getting deals with more content producers in order to offer premium content to an audience that expects no less than that.