This Tel Aviv-based startup hopes to change the way we watch online video by exposing us to the most entertaining snippets
Minute, a Tel Aviv-based video optimization company, has released a new app that aims to reduce the time spent viewing online videos by only showing the most viral segments. Known as the Minute Project, this Android and web app relies on crowdsourced data to pinpoint what’s most engaging about an online video. This is then turned into the perfect, bite-sized Vine-like clip which is entertaining enough to hold a viewer’s attention. In addition to the release of this new app, Minute has raised $4 million from undisclosed investors to further develop its video technology.
Like Tinder for online video
By tracking other viewer’s online viewing habits, Minute’s algorithm is able to identify the segments that work. The idea is to give content consumers easy access to the most entertaining video content available online. This not only has the potential to reduce online video overwhelm, but could save viewers the time spent scouring the internet for interesting video content.
The app is designed to be instant and intuitive. Much like an app like Tinder, with Minute viewers are presented with a deck of video snippets to like or unlike. Viewers can like content by swiping right and unlike or skip content by swiping left, and have the option to pause, replay and even share any of the video snippets. The app enables viewers to watch a selection of video clips in the same amount of time it would take to watch one complete online video.
An ADD video experience
One of the main inspirations for the app is the increase in ADD. After all, how many people take the time to watch an online video in its entirety from beginning to end? Certainly very few millennials, as the popularity of the slang expression “tl;dw’ (too long; didn’t watch) suggests.
Co-founded by Amit Golan, Erez Eliad, Maoz Melamed, and Nick Laniado in 2013, the Minute team seems confident that their app is capable of remedying this. In fact some of the research they’ve conducted suggests that after viewing these snippets, more viewers go on to view the entire video. They also noted an overall increase in video engagement as a result of the snippets.
While an interesting way to discover new video content, one has to wonder if such an app isn’t perpetuating rather than solving ADD. Or perhaps this is the online viewing experience that so many multi-tasking millennials have been looking for? When asked about this, Co-Founder and CEO of Minute, Amit Golan, explained to Geektime, “We don’t see it as a problem, but instead see it as a natural progression in the development of media technology that is looking for faster and more efficient experiences. From this development stemmed the opportunity to build an app that seeks to be a central part of this progression.”
What’s next for Minute?
This is just the beginning for the Minute team, who are also looking to explore content partnerships with different publishers. The startup is working on perfecting its API which will make it easier for publishers to target viewers with engaging video snippets. This could open a new channel for advertisers to engage their audience.
“We are excited for the impact this will have on video consumption. Our intelligent crowdsourced highlights are proven to increase user engagement, and we look forward to partnering with content providers to apply the technology,” said Golan.
Here is the full (gasp) video.