Wow do I wish I’d written this:
Okay, video startups, it’s time to get real: That social TV thing you’ve been trying for the last couple years? It’s not working.
The evidence is all around us: A few days ago, Yahoo announced that it was shutting down Intonow, the social TV service it had acquired three years ago. The announcement came on the heels of i.TV discontinuing the GetGlue service and brand which it acquired late last year in favor of its new tvtag app.
And just today, social TV company Viggle bought Dijit, better known for its NextGuide app. Dijit of course had acquired social TV pioneer Miso a year ago, just around the time when Viggle tried — and failed — to buy GetGlue.
Dizzy yet? I haven’t even mentioned Matcha, Tunerfish, Screentribe, Twelevision, Otherscreen, BeeTV, Numote or Philo yet — all startups that tried and failed to revolutionize TV by making it social. Some got acquired and eventually sidelined, others just fizzled and ran out of cash. Part of this is simply how the startup world works — for every success, there are a bunch of failures.
But there’s more to it: from the very beginning, standalone social TV apps were a solution in search of a problem.