2014 Online Video Production Survey and Trends Report
This in-depth industry trends report on online video production practices is based on a 24 question survey taken by 318 video production professionals.
Topics covered in the trends report include:
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Online Video Production Survey and Industry Trends Report
This in-depth industry trends report on online video production practices is based on a 24 question survey taken by 318 video production professionals. Topics covered in the trends report include;
The survey of 318 video production professionals indicates that online video production and related budgets are expected to continue dramatic growth in 2014 as video becomes an ever increasing part of the online marketing, sales and communications mix for most organizations. Here are some data highlights from the Online Video Production IndustryTrends Report published in May 2014:
Online Video Production Survey Overview Methodology
The Web Video Marketing Council and survey partner Interactive Media Strategies were commissioned by Flimp Media to conduct an in-depth market research survey of online video production professionals to examine a range of topics relating to online video production and deployment practices and industry trends. The survey examined the tools, technologies, software, platforms and distribution applications used by video production professionals working in a wide variety of companies and vertical market industries in the United States. The survey included 24 questions and responses that were submitted through a secure online survey program. Survey response data was collected in an online database for analysis.
The Online Video Production Survey and Industry Trends Report was compiled from data collected from 318 survey respondents with hands-on experience in producing, editing, encoding, publishing or managing video content. The survey was digitally distributed to video production professionals through the Web Video Marketing Council, Interactive Media Strategies and partner websites, blogs, and email newsletters. The principal sponsor and co-publisher of this Trends Report is Flimp Media, a leading online video production and video marketing communications software company. Survey results include information on the expected growth in volume of videos produced, planned changes in video budgets and current applications being used for online video distribution and marketing initiatives.
Survey Respondent Roles and Responsibilities
The 318 survey respondents largely consisted of video production professionals who have significant experience with shooting, editing, managing, or producing online video content. Forty eight percent of respondents indicated they have 10 or more years of video production experience. Over 70 percent of the survey respondents stated that they were involved with authorizing or making purchases for video initiatives, while over 60 percent stated that they were involved with video project management or coordination. The respondents represented a wide range of video production job descriptions, but nearly all of them are integrally involved with their company’s video production initiatives.
Survey Respondents by Organization Size and Type
Twenty percent of survey respondents work for marketing/advertising/creative agencies while eighteen percent work for video production agencies. The remaining sixty two percent of respondents work for companies in a wide range of industries including Financial Services (10%), Technology and Software (10%), Publishing and Media (9%), Retail and Wholesale (7%), Professional Consulting (6%), Entertainment (6%) and other markets (15%). Sixty three percent of the 318 respondents work for smaller organizations with less than 100 employees, while 9 percent work for companies with more than 1,000 employees.
Video Creative Content Uses and Applications
Over the past 12 months, businesses and organizations have been producing online video for a wide variety of uses and applications as shown in the following chart. We are now seeing mainstream deployment of online video across a number of sales, marketing and communications applications. The top three online video applications cited by respondents were Videos for Company Websites (81%) and Videos for Social Media and Networking Sites (69%), and Videos for Lead Generation (39%).
In addition to producing online video for websites and social media sites, respondents indicated they are creating online videos for, Employee Training and Education (38%), Management Communications (35%), Online Video Slide Presentations (31%), Video Landing Pages and Video Brochures (27%), Video Email Marketing (23%), and Online Video Advertising (17%).
Combining Video and Multimedia - Video Brochures and Video Landing Pages
An interesting trend that is emerging for online video production is combining video with interactive multimedia content to create new video communications applications and marketing tools such as video brochures, video postcards, video microsites and video landing pages. Twenty seven percent of respondents indicated they are deploying video in video brochures and landing pages, a trend that will likely continue to grow.
One of the reasons for this trend is that combining video with interactive multimedia experiences enables marketing and communications professionals to engage target audiences with branded video that then drives the viewers to specific response actions resulting in actionable results with deeper, more meaningful tracking and reporting statistics. The idea is to engage with video, then to encourage viewers to interact with calls to action for all sorts of activities like lead generation, fundraising, event marketing, employee communications and brand engagement marketing.
According to statistics compiled by Flimp Media from more than 2,000 video email marketing client campaigns using video postcards and video brochures, the average viewer engagement time is 1.3 minutes with average viewer response rates of 23 percent. Combining video and multimedia content into interactive experiences with deep tracking and reporting can be easily accomplished using a new Amazon cloud based online video platform called Flimp 5 Video + Multimedia. Video brochures and video landing pages can contain buttons or links for calls to action such as forwarding to a friend or colleague, posting to a social media site or registering for an event. See examples of this new type of Video + Multimedia content below:
Quantities of Online Videos Produced in 2013
One of the objectives of the Online Video Production Survey was to get a better understanding of the number of videos produced by companies in 2013 as well as the expected change in the volume of videos that producers will create in 2014. As shown in the following chart, in 2013, many organizations were already producing significant volumes of videos, with 39 percent producing more than 10 videos each month, and 11 percent producing more than 50 videos monthly. The largest percentage of respondents (41%) said their companies produced between 2-10 videos per month and only 8 percent indicated they produced one or fewer videos per month.
Video Production Volume Will Grow Significantly in 2014
As might have been predicted by even casual observers of the online video industry, the volume of videos produced in 2014 can be expected to grow significantly according to the survey data. Respondents were asked to check the category of growth they believed most closely matched the number of videos their companies expect to produce in 2014 compared to 2013.
For the purposes of preparing the chart shown below, response categories were grouped by anticipated growth volumes in 20% increments. As the chart reflects, 85 percent of survey respondents expect the number of videos their organization will produce in 2014 will increase as compared to 2013. Further, 15 percent of respondents believe the number of videos their organization will produce in 2014 with double compared to number produced in 2013.
Online Video Production Budgets Expected to Grow in 2014
The chart below, shows anticipated changes in online video production budgets for 2014 according to respondents; 68 percent expect online video budgets to increase, 24 percent expect video budgets to remain the same and only 8 percent of survey respondents said they expect online video production budgets to decrease in 2014.
Funding of Online Video Production Budgets Within Organizations
Only seven percent of survey respondents indicated that their organizations have no formal budget for online video production. According to survey responses, Marketing Departments (46%) are the largest funding source for online video production, followed by Specific Business Units (29%), Video Production Departments (24%), Corporate Communications (20%), Sales Departments (13%) and Human Resources (11%).
Most Popular Video File Formats Used
Keeping up with the ever-changing video format and codec trends is a challenge for most online video producers. There are a wide variety of video file formats that are available, numbering over 40, with the most popular being H.264/MP4, Apple Quicktime (.MOV), Adobe Flash and Windows Media. The types of video viewing devices are also on the rise, as larger, touch screen hand held devices proliferate. The wide variety of tablets, laptops, Kindles and Smartphones may vary in terms of compatibility with the different video formats shown in the graph below. The most widely used video file types according to survey respondents are H.264/MP4 (60%), followed by Apple’s .MOV (53%), Adobe Flash (44 %) and Windows Media .WMV (37%).
Internet users aren’t just using multiple devices and operating platforms; they’re also using various Web browsers and multiple versions of Web browsers, all of which can create video codec compatibility issues and complexities. The goal for video marketing professionals, videographers and the like is to make the consumption of their video content as seamless as possible, providing quality viewing experiences for broad audiences using many types of devices, and other operating systems and web browsers. Trend among video hosting and streaming vendors is to enable video producers and video marketers to upload their videos one time and to automatically generate multiple delivery rates and file types that will accommodate a wide range of variables.
Number of Video File Formats and Codecs Used for Each Video
The survey statistics show that 39 percent of video professionals encode their video content into two to four video formats, bit rates, or file types. This compares to three percent who encode video content into 11 or more video formats and delivery rates. Clearly, video hosting vendors are striving to keep video uploading and delivery simple for their customers.
Twelve percent of respondents indicated that they use an online video hosting platform that creates the required video file formats for them. The survey data shown in the chart below indicates that video professionals are using fewer video file formats as the trend toward standardization and automation is occurring in the online video industry.
Formatting Videos for Various Types of Internet Viewing Devices
Laptops and PCs continue to be the predominent viewing devices targeted by video professionals and marketers, with 95 percent formatting videos to be viewed on those devices. Seventy-four percent of video professionals format their videos for iPhones and iPads and 70 percent currently format their video content for Android mobile devices. Only seventeen percent are specifically encoding online videos for other tablet-like devices, such as Kindle Fire and B&N Nook, and 27 percent are encoding video for internet connected TV’s. Being able to serve online video in many different formats for a wide variety of viewing devices will continue to be a challenge for the industry.
Preferred Brands of Professional Video Camera's Used Within the Consumer and Prosumer Markets
There are a variety of preferred brands of professional video cameras being used for online video production. According to the survey, 40 percent of the respondents use Canon video camera products, followed closely by Panasonic (38%) and Sony (23%). Nikon was the least video camera brand, used by 5 percent of survey respondents.
Preferred Mobile Video Cameras and Webcam Products
Mobile devices are gaining in popularity for certain types of online video production, especially for spontaneous videos produced for social media and YouTube sharing. Almost 17 percent of those surveyed said that they use iPhone, while 14 percent use iPads for capturing video. Flipcams and Android devices were third and fourth at 12 percent and 11 percent respectively. In the future, we expect to see a significant rise in Android device use as these smartphones and tablet devices gain in popularity. Webcams are not widely used by survey respondents for creating video content, as shown in the chart below.
Preferred Video Editing Software and Editing Tools
As shown in the chart below, among video production professionals surveyed, 37 percent prefer Adobe Creative Suite editing tools, followed by Apple Final Cut software (25%). Surprisingly, Avid software was the preferred video editing software for only 3% of respondents, mainly those working for TV Studios and large production houses.
Access to Video Editing and Encoding Software and Tools
When asked what video editing software or tools you regularly use or have access to, 61 percent of video professionals indicated Adobe Creative Suite. Forty-two percent of survey respondents indicated that they use or have access to Apple video editing software, products like Final Cut Pro, QuickTime and iMovie. Other popular video editing, encoding or transcoding products include Camtasia (21%), YouTube video editor (15%), Microsoft products (14%) and Sorenson products (12%).
Online Video Hosting & Sharing Platforms
There are numerous online video platforms used for video hosting, video sharing and video marketing. In general these allow users to upload their video content one time, outputting high quality resolutions of 720p and 1080p, along with multiple video file types that can be accessed and viewed on various devices, browsers and connection speeds. Most respondents indicated that their online video platform enables them to upload a video and have it automatically converted into multiple video bit rates and formats. When video professionals were asked which online video platform or video hosting service they use for publishing and distributing videos online, 32% said Vimeo, followed by Brightcove (15%), and Kaltura (10%). A range of other OVP’s were cited by less than 10% of respondents, including SlideShare (6%), Animoto (8%), Vzaar (5%) and Flimp (3%), which is used for video hosting, video email and video/multimedia marketing.
YouTube Sharing, Comments, and Embed Code Sharing
Allowing viewers to share, embed and comment on videos is an important aspect of online video marketing. When video producers were asked how they enable users to share videos, over 65 percent of respondents said they posted videos on YouTube and 44 percent said they enable viewers to post comments about videos posted online. Nearly 40 percent of video professionals allow viewers to embed their videos on other Websites using available embed code features within their video players.
Optimizing Online Videos for Video SEO Marketing
Video SEO is becoming an important aspect of organic search marketing, not only for video search on YouTube, but as a way to enhance and optimize keyword phrase rankings for web searches. There are a variety of different Video SEO marketing techniques being deployed by video producers and marketers for online video marketing. These include tagging videos with keyword terms (73%), annotating videos with information about content, duration, thumbnails, etc. (58%), optimizing video titles and descriptions with target keywords phrases (45%), and posting video content to blogs (33%). Only 20 percent of survey respondents create video sitemaps for videos on their websites.
Biggest Challenges Related to Online Video Production and Deployment
Video professionals run into various challenges and obstacles when creating, editing and publishing online videos. When asked which were the biggest challenges they faced, 41 percent of respondents indicated that delivering videos in multiple file types and bit rates for various devices was the biggest challenge. Thirty-four percent of respondents cited budget restraints associated with producing quality video content. Other challenges cited by survey takers include keeping pace with video production demand (27%); Understanding all the different video formats and codecs (26%); Finding talented video editors (19%); Limited bandwidth or internal network issues negatively affecting video viewing (15%) and High cost associated with distribution of video content internally (13%).
Measuring The Success of Online Video Initiatives
Survey respondents cited a range of success measurements used to determine the performance of their online video initiatives. The chart below shows the various performance measurements used to measure success. Forty two percent of survey respondents indicated that the number of sales leads generated is an important success measurement for online video campaigns. Other performance metrics cited were; Revenue generated (36%); The number of video views on YouTube (36%); The number of video views on our website (34%);The number of videos produced (31%); Customer Satisfaction feedback (24%) and Facebook likes (22%).
This is the first survey and industry trends report published by the Web Video Marketing Council on the topic of online video production. As one would predict, the survey results underscore increasing demand for online video content and hence continued growth for the online video production industry. The increased demand for online video production is being driven by a variety of factors including;