Octoshape is a Joost rival which is gaining visibility without all the hype. Developed by a couple of Danish university uber-geek professors, the system uses a tech they call Grid-Casting (which looks a lot like BitTorrent in structure) to stream scalable video out of the door.
As I said before, I don’t think that Joost is necessarily a shoe-in to own this market, take a look at the Egmont movie trailer channel to get an idea of the potential Octoshape video quality. It’s a lot better than Joost! [Update: Mmm…just looked at Joost again as a comparison, and actually this is not true. Joost quality is pretty excellent. Sorry guys.] Of course in the end it’ll also be about the content, but I wouldn’t place any final bets on eventual winners and losers just yet.