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I like mixergy and think that the interviews are great. But I still believe that this monetisation strategy is a strategic mistake. The reasons are these: 1. I
by maxklein 17y ago
I like mixergy and think that the interviews are great. But I still believe that this monetisation strategy is a strategic mistake. The reasons are these:
1. I've seen a few of these interviews being done online by others. This game is a winner take all game. The most popular such site is going to have everyone wanting to be interviewed there, and everyone will watch it because popular names are interviewed then. So it's important in this niche to become the dominant force and stay there, giving competitors no chance. Putting a paywall is going to lead to fewer incoming links and less traffic on old videos, slowing down growth, and giving others a chance to catch up
2. The payment model is unusual for video. People want to purchase a video and have it on their drives. They don't want to have to watch hundreds of videos in a single month.
3. The price is high. $25 for a month of access to video is a bit high, in my uninformed estimation
I think that a better strategy would be a focus on growth and improving the quality of the people, and focusing on breaking more into the mainstream. This particular move is going to slow down growth, and I think it may be difficult to get certain names on when they know that they are doing the interview for someone elses profit.
And my final argument is this: This model shuts down the possibilities of further experimentation. When the videos are closed, it's not possible to test other ways of monetising the traffic arriving at the videos.
- mrtron 17y agoI agree - the business model seems a bit forced. I think your first point will translate into quite a reduced maximum popularity. I would have tried the opposite approach and gave sites some easy way to embed clips of the interviews on their sites/blogs. People are used to paying for live video (PPV). People are used to paying to download content. They aren't used to paying for old content. This seems to be like giving away your new hits for free and charging for the long tail - not sure that is ideal.
- cookiecaper 17y agoI agree that an opposite model would probably have worked out better -- charge for early access instead of archive access. Those who appreciate and anticipate new installments can pay to receive them sooner, [past] interviewees are perhaps less disturbed because the content will ultimately become free, and users searching the web for things like "Paul Graham interview" or similar would be able to find the content and get hooked, thereby creating new paying customers. It'd really be interesting to hear Mixergy's thought process on this, though.