“The future belongs to independent content creators”

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At a time when mainstream media like CNN+ is failing spectacularly in just weeks, indie creators like Joe Rogan are gaining millions of subscribers, Nas Daily is creating a school for indie media, and alternative social media platforms are created to fill a gap in what many perceive as an impediment to free speech. Among these platforms is evmux, a new booted venture that despite no marketing effort has nonetheless caught the eye of techies online.

“We have around 1,500 active users on the platform and we just launched it two months ago… [We’re] very excited about it,” explained Eran Eluz, co-founder and CTO of the company. evmux is a live streaming studio that offers services for podcasters, gamers, or independent creators who want to stream their content live. The service can be integrated with platforms such as Twitch, Linkedin, Facebook and YouTube and sees itself as a direct competitor to Israeli company Riverside, which recently received $35 million in funding and has partnered exclusively with Anchor, Spotify’s podcasting platform, for video. podcasts.

“We are proud to have started,” he continued. “The Riverside partnership is validation. I love competition, I’ve been competing all my life and in a bootstrap competition is very tough for us but we love it. It’s a challenge, but what happened with Riverside is a good thing, because Anchor and Spotify are one platform. Google Podcasts and Amazon get involved, Linkedin gets involved… If you’re not there, you don’t exist. You need to provide content creators with the platform to share their content. »

According to Eluz and Elad Rosanski, the company’s co-founders and CMOs, the future of streaming isn’t just for the Joe Rogans of the planet, and it’s certainly not elitist enough to be enjoyed solely by streaming companies. general public distribution. “I always watch young people and see how they consume content,” Eluz continued. “They consume content [but] not on TV – they just don’t watch it.

The shift away from traditional media in newspapers and news stations suddenly and abruptly pivoted to an increased focus on individuals spreading their own content and bypassing conventional news gatekeepers. Eluz laments how records are broken in Israel by news stations reporting low viewership figures, a trend that has been mirrored in the UK, US and many places around the world. Instead, Millennials and Gen-Zers tune in to live streams on social media platforms like TikTok and Instagram. “I’m pretty sure the future is here, in these independent content creators. It’s already here. It just keeps growing and growing,” he continued.

Although only two months old, the company has already captured the attention of YouTube techs who make their living discovering and promoting new platforms for independent creators. The “Justin Brown – Primal Video” channel has over a million subscribers and featured emvux in one of its videos highlighting new technologies in space. The company claims this was organic and received more media attention without the need for traditional sales or marketing strategies yet.

Going forward, evmux is looking to tackle companies like Riverside head-on. The success he sees from his main competitor is validation of what he expects to experience in the future. Currently, the platform offers all of its services for free, with premium plans available for $20 or $40 per month to remove watermarks and add storage to store recordings.

“Right now, our live stream is much better than Riverside’s, while their recording is better than ours,” Eluz admits. “Now it’s a competition and it’s a race…we’ve added more stuff in recording and editing as they add more live streaming capabilities. Ultimately, in a year, I’m sure we’ll both have it all, and then we’ll see who’s better…and then it’s Tabloola vs. Outbrain,” referring to the two Israeli companies that went head-to-head in business until one ill-fated attempt of merger.

It may be too early for evmux to compare itself to a Taboola/Outbrain battle with Riverside, a company with millions in the bank and global corporate partnerships. However, the confidence that Eluz and Rosanski have in their product and in the market as a whole suggests that they are here for the long haul to provide a user base that is desperate to have their voices heard.

“We tend to believe that in the future it’s for everyone…creating content may be the best channel today,” he concluded.

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