JoyTu.be is a Singapore-based startup founded in 2016, standing out in the field of interactive video technology. In an increasingly competitive digital content market where user engagement is becoming more elusive, this startup has found a solution to one of the biggest challenges in the media industry—how to retain viewers and turn them into active participants in the video experience.
The core technology of JoyTu.be focuses on transforming conventional videos into interactive ones, allowing users not only to watch but also to click on specific parts of the video to bookmark, share, or comment directly. Instead of being a linear sequence of visuals, each video becomes a highly interactive experience, enabling viewers to explore multiple layers of information embedded in every frame. This approach not only significantly improves viewer retention rates but also opens up opportunities to collect more detailed and in-depth user behavior data for brands.
Compared to traditional video platforms that provide only basic statistics such as view counts or average watch time, JoyTu.be’s technology offers brands precise interaction metrics—identifying which segments are most engaged with, or tracking direct feedback on product placements within the video. This provides a clear advantage over conventional one-way media approaches and even competes with complex interactive solutions that typically require higher development costs.
Throughout its growth journey, JoyTu.be has continuously refined its product based on real market demands, particularly in the areas of marketing and e-commerce. Major brands such as HP, LAZADA, and IVY moda have chosen to partner with the platform, reflecting the credibility and practical value of the solution it offers. Notably, in 2021, JoyTu.be was named among the Top 10 at TECHFEST Vietnam, a national-level competition for innovative enterprises, thanks to its market expansion potential and technological feasibility.
In addition, JoyTu.be has received investment backing from Plug and Play APAC—one of the world’s leading startup accelerator networks. This partnership has not only provided capital but also opened doors to connect with and pilot solutions for global corporations within the innovation ecosystem. Furthermore, the startup’s ranking of 374 among 1,636 competitors in the same field demonstrates its strong position in the rapidly evolving interactive video technology industry.
A key takeaway from JoyTu.be’s journey is the importance of accurately identifying a market problem and persistently improving the technology around that problem. Rather than developing an experimental or academically oriented interactive platform, the startup chose a very specific path—helping brands better engage with consumers through video. This focus has been crucial in avoiding the “creativity trap” that many tech startups fall into.
Participation in programs such as TECHFEST and Plug and Play has brought not only recognition but also valuable market feedback, allowing the startup to fine-tune its solution for each target market. For other founders, the story of JoyTu.be serves as a powerful example of how a tech solution can scale and make an impact—when it is designed around concrete needs, supported by data, and implemented at the right time.
With a platform that is gaining traction in digital media campaigns, JoyTu.be demonstrates that interactive video technology is not just about “refreshing” the viewing experience, but is also a powerful behavioral analytics tool in a landscape where data is becoming a strategic asset for every business.
