Brightcove VS. Windows Media, kinda like a Gorilla VS. an Orangoutang

Streaming video over the Internet is nothing new.

Back in the prehistoric mid 90’s a company called Progressive Network (you may know them now as Real Networks) launched a product called Real Audio.

In addition to streaming audio over the Internet, Real Audio allowed content creators to stream live video over the web. You could say that in 1995, when the first video was streamed live over the Internet that the battle over streaming video had begun.

Enter Windows Media and Brightcove, the two giant gorillas in the room.

Although I would have to say that Windows Media looks more like a strange orangoutang than a fierce mountain gorilla.

Let me explain.

The Brightcove platform allows content distributors to broadcast content, both short and long, over the INternet to paying or non-paying subscribers. While streaming video, the content provider has the option of dropping targeted advertising into the video stream. These ads can be changed easily, allowing the broadcaster using Brightcove to sell ad space in a very flexible manner. All content broadcast over the Brightcove platform is Flash encoded, meaning that the content will most likely be viewable by anyone who wants to see it. At the moment Flash Player market penetration is around 92%

When you land at the Brightcove page you are immediately offered multiple resources, case studios and educational videos to help you integrate Brightcove into your media strategy. The website is clean and concise, and really focus on how Brightcove can help you make money with your content by distribution and tracking that content effectively.

All in all, Brightcove appears to be on the bleeding edge in the streaming media market. Very impressive.

Windows media, on the other hand, is quite a different animal.

Sticking to the closed garden mentality that pervades Microsoft, Windows Media player has evolved over the years to be primarily a Windows-centric technology.

Unlike the Flash platform, Windows Media does not have great market penetration. With the announcement of Silverlight, Microsoft’s new streaming media technology, Microsoft seems to be reaching out to the huddles masses who don’t have a Windows PC. Lucky us eh? But in my opinion this move comes many years too late. Flash has taken over the web and is as ubiquitous as the Windows OS is to the majority of the world’s computers.

But I digress. Enough about the technology.

The real problem with the Windows Media platform is the Windows Media website.

What a confusing mess.

If I were to look through the Windows Media website as a content provider, I would be:

1. confused

2. confused, ‘How many pages must I look through to get a sense of this thing?!’

3. confused, ‘How do I make money with this? Is this web site for engineers or something?!’

4. confused, ‘What the hell is Silverlight, what about Windows Media Player? What??!! Flash has most of the market?! Why did I waste my time!’

You get the picture.

So in the end, I could say that Windows Media is a bit of a silly orangoutang.

Going to their website I am led around in circles as to what exactly Windows Media can do for my business, why I should go with a dated technology with low market penetration.

On the other hand, after a few minutes spent surfing around the Brightcove website, I am inspired. In the first few minutes at Brightcove, I am given a multitude of reasons how I will make money with Brightcove as well as reach a cross platform, cross browser audience. Instead of re-inventing the wheel (Silverlight, anyone?) Brightcove sticks with Flash, and focuses it’s energy towards what really matters: distribution and a solid ad revenue strategy.

Quite a strong, silent gorilla of a company, one that is sure of what it is and what it is supposed to do.