Hoopla (service)

Hoopla (service). Hoopla is a digital media platform offered by Midwest Tape, a company based in Holland, Ohio. It provides a borrowing service for public library patrons to access a wide array of digital content instantly using their library credentials. The service operates on a model where libraries pay for each item borrowed, known as cost-per-circ, granting users simultaneous access without waitlists.

Overview

Hoopla functions as a digital library service, partnering with public library systems across North America to offer on-demand streaming and downloading. Unlike traditional library holds systems, it utilizes a simultaneous access model, allowing an unlimited number of users to borrow the same title at the same time. The platform is accessible via a dedicated mobile application available on iOS and Android devices, as well as through web browsers on personal computers. Its catalog spans several media formats, including audiobooks, eBooks, comic books, music albums, television series, and feature films.

Features and content

The platform aggregates content from a diverse range of distributors and publishers, such as Marvel Comics, DC Comics, ABC Studios, BBC Studios, and Macmillan Publishers. Users can stream content immediately or download it for offline enjoyment within the application, with loans typically expiring after a set period, such as 72 hours for movies or 21 days for eBooks. A unique feature is **Hoopla Instant**, which guarantees immediate availability without reservation queues. The service also includes curated collections and thematic lists, and it supports closed captioning and variable playback speeds for audiovisual materials.

Access and availability

Access to Hoopla is exclusively granted to patrons of participating public library systems, which must hold an institutional subscription with Midwest Tape. Availability of specific titles and formats can vary significantly between different library systems based on their individual licensing agreements and budgetary constraints. The service is primarily available in the United States and Canada, with library networks like the Toronto Public Library and the Los Angeles Public Library offering it to their communities. Patrons typically need a valid library card from a partner institution and may face monthly borrowing limits set by their local library.

History and development

Hoopla was launched in 2010 by Midwest Tape, a company with a long history in supplying physical media to libraries. The digital service was developed in response to the growing demand for instant, on-the-go access to library materials, competing with early services like OverDrive. A significant expansion occurred in 2016 when Hoopla added comic books and graphic novels through partnerships with major publishers like Marvel Entertainment and Image Comics. The platform has continually expanded its content partnerships, adding major film studio and television network catalogs, and in 2020, it introduced bonus content like author interviews and behind-the-scenes features.

Business model and partnerships

Hoopla operates on a cost-per-circulation model, where the subscribing public library is charged a fee each time a patron borrows an item. This differs from subscription models that charge a flat fee for unlimited access to a catalog. Key content partners have included Warner Bros., Universal Pictures, Penguin Random House, and DreamWorks Animation. The service also maintains technology partnerships with companies like Amazon for integration with Fire TV and Alexa. This business structure allows libraries to control spending by setting patron borrowing limits while providing patrons with guaranteed instant access to a broad digital collection.

Category:Digital library projects Category:American companies established in 2010