For now, pushing for ad revenue-sharing deals doesn’t appear to be the startup’s main agenda; as CEO Avner Ronen told us, Boxee is trying to line up as many content partners as possible to increase its reach—but also, to continue to pump up its credibility as a legitimate social streaming video platform.

TheStreet.com, kid-friendly portal Qubo, and Conde Nast Digital—which said it would be seeding Boxee with content in late August—are the first Brightcove clients that have signed up for the deal. They join bigger media companies like MLB and CNN that have been feeding Boxee their video clips. Soon, it looks like Hulu will be one of the only online video sites that’s not sharing any content with Boxee.

Rafat adds: Boxee’s falling in the same trap as others: of buying into its own hype, and forgoing any efforts for revenues right now. It is hard in the environment without mainstream content, a nut YouTube is only beginning to crack now after years of trying. Secondly, building a destination service is hard for an indie with direct competition from the major content providers; Joost can attest to that one wholeheartedly. Confusing honeymoon period novelty deals with traction has hurt others before. “Increasing its reach” is a euphemism for “we can’t make money”, any way they want to spin it…