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Video Marketing Industry News and Trends
The latest articles and research making waves in the video marketing and video communications industries, including breaking news about video marketing platforms, trends in business video use and spending, and updates on leaders in the online video marketing and video communications industries.
As the web video world evolves, so do those who work inside the industry. And Vidcon has proven to be a good way of tracking that evolution. The business of the digital video business was a big focus at the 2013 Vidcon.
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"Cord-cutting," in which consumers leave cable and satellite TV services, is a realistic trend. For the 12-month period ending in June 2013, 316,000 American cable and satellite TV subscribers willing did not continue their subscriptions. While analysts concede that the numbers are not significant, they are large enough to cause concern to cable and satellite TV operators.
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Media publishers are increasingly turning to video content as a way to increase audience size and advertising revenue. The Washington Post's new PostTV is the latest video venture. At launch, PostTV features an interactive news discussion and a political show. With mobile video counting for up to 50 percent of news consumption, ventures like PostTV may be the future of digital media.
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Online video advertising currently supports a vast majority of the video content available for viewing on the Web and via mobile devices. The dramatic growth of online video viewing may ultimately change how viewers access digital video content. Instead of viewing content supported by online video ads, viewers may eventually pay to subscribe to video content.
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The latest Nielsen SoundScan and Nielsen BDS reports found that online video views grew tremendously during the first half of 2013. Nielsen recorded 50.9 billion audio and video streams, a 24 percent increase in streams during the same period in 2012.
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Digital video viewers spend more time watching live video content then video-on-demand (VOD), according to a March 2013 analysis conducted by Ooyala. Tablet viewers spend an average of 16 minutes watching live content versus 3.5 minutes viewing VOD content.
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The Hulu video site is one of a number of significant purchases being consider by Yahoo. In acquiring Hulu, Yahoo will be able to increase their video efforts. Hulu offers the ability to secure a solid video brand that has both subscription services and advertising supported content.
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Discovery Communications first online video network, TestTube, will air fifteen original video shows available on both the company's website and video sharing sites. The new digital video focus targets young, male audiences. This is an opportunity for Discovery to reach the key 18 to 34 age group.
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AYTM Market Research found that 23 percent of US Web users no long have a subscription to cable or satellite TV, reinforcing the cord cutting trend impacting viewer habits. On a daily basis, 27 percent of American adults watch videos either on desktop or mobile devices according to a March 2013 survey conducted by the Leichtman Research Group.
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A report recently published by Sandvine, an Internet solutions company, found that Netflix's streaming video services account for 32.3 percent of all downstream home Web traffic in the United States and Canada. The YouTube video sharing site had the second most downstreams. Sandvine attributes the increase use of mobile devices in the home as one of the reasons for the bandwidth consumption.
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Facebook Live original programming is an opportunity for the social media site's users to engage with Facebook in a real-time, authentic capacity. Facebook is also hoping to use the Facebook Live programming slate as a way to demonstrate to companies how to leverage the social media network for live events.
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The About.com web portal is expected to enter into a partnership with Newsy, a mobile-focused video news network. This relationship will help About.com increase the amount of original video content appearing throughout the site.
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For the Yahoo! web portal, video continues to be viewed as a key strategy. Yahoo is taking a "tiered approach" to integrating video within its web properties. Some original video content will be curated with content obtained from other producers.
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Yahoo has obtained the rights to air video content from the "Saturday Night Live" archive. Beginning in September, the web portal will be able to air clips created between 1975 through 2012. Once the deal goes into effect, the clips will not be able to be viewed on either Hulu or NBC.com. This relationship emphasizes the role that content plays in the competitive digital video marketplace.
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Data from AccuStream Research found that online video viewing increased 20.3 percent in 2012, with 500 billion views. The growth in digital video viewership is attributed to both professionally produced video and user-generated content. Professionally produced video content netted 104.4 billion views, a 17.9 percent growth compared to 2011. User-generated content captured 408.8 billion views, 21 percent more than in 2011.
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GfK, a consumer research company, found that there was a 31 percent increase among viewers on the vitality of streaming television content. Compared to seven years ago, 42 percent of viewers think highly about streamed TV content. This trend could impact traditional TV viewer in a negative way, especially as viewers migrate towards streaming options.
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Conviva's The Video Experience Report found that $2.16 billion was lost in revenue in 2012 due to the poor quality of video streams. Approximately 60 percent of all video streams suffered some form of "quality degradation," with re-buffering accounting for 20.6 percent of all streams. A video start is crucial. Viewers will wait less than two seconds before moving on if a video doesn't properly load.
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There are three main reasons why Yahoo is interested in acquiring Dailymotion. First, video represents a massive and rapidly expanding audience. Second, the proliferation of devices means viewers can engage with digital content in a number of different ways. Third, the monetization of video content represents real advertising dollars. Online video advertising is one of the most creative digital advertising formats.
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More than twice the number of live video streams were viewed during the first week of the 2013 NCAA Division I Men's Basketball Championship. According to data from the NCAA, Turner Sports and CBS Sports, 36.6 million live video streams were recorded, equaling 10 million hours of live video content. There were 4.2 million unique visitors who watched 105 minutes of live video.
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One of the biggest differences between television and online video is that, as of today, television shows generate audience discussions in a way that original digital video content doesn't. Content creation is the driving force of this dialogue. With the introduction of digital devices, content discovery is radically changing.
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As the web video world evolves, so do those who work inside the industry. And Vidcon has proven to be a good way of tracking that evolution. The business of the digital video business was a big focus at the 2013 Vidcon.
Read the full article »
"Cord-cutting," in which consumers leave cable and satellite TV services, is a realistic trend. For the 12-month period ending in June 2013, 316,000 American cable and satellite TV subscribers willing did not continue their subscriptions. While analysts concede that the numbers are not significant, they are large enough to cause concern to cable and satellite TV operators.