Metacafe may not have achieved its initial aim of competing with YouTube on a level playing field, but it’s far from down and out. In fact, it’s building vertical channels and nurturing content in such a way that the site has a promising future.
WhoTube?
has now definitely now conceded defeat to YouTube when it comes to UGC. And with good reason, as YouTube is THE site for anyone looking to upload a video they’ve shot and want to share with the world. YouTube has become ubiquitous.
However, that doesn’t mean Metacafe has failed, or that it’s destined to die a horrible death in the same manner as Joost did. Instead, it needs to adapt and evolve. Which is exactly what it’s already done, and is continuing to do.
Go211 and Beyond
Instead of trying to be the ubiquitous video site for all, Metacafe is now focusing on a particular demographic and building vertical content to cater to those users.
In May the site launched Metacafe Movies a vertical channel dedicated to curated content related to the movie industry. This includes uncensored movie trailers and exclusive behind-the-scenes footage.
Metacafe’s other verticals are Video Games, Television, Music, and Sports. The Sports channel is the focus of Metacafe’s most recent acquisition, with Action Sports, the parent company of Go211.com, joining the fray.
Go211 attracts around 4.5 million visitors every month thanks to its live Webcasts and highlights reels of actions sports events around the world. These visitors will now be added to the 45 million monthly uniques Metacafe gets worldwide.
Metacafe CEO Erick Hachenburg told The Wall Street Journal:
“The big news for us is that we are really focusing on how to go deep in several channels. Instead of trying to be a broadcast network, we asked how do you build more meaningful verticals. We are of the belief that every content site is going to be reinvented as a video site.”
He also implied that other similar acquisitions could be in the offing soon, but wouldn’t name names at this stage.
Conclusions
I must admit to not having heard much about Metacafe over the past year or so. But the company seems to have been quietly building some momentum after bravely changing its overall strategy. And it looks as though it’s now on course to succeed.
