Quality Is Key to Online Video, Study Finds

Written by R. Scott Raynovich - Light Reading

Wednesday, July 29. 2009 at 04:00 PM EDT 3 comments

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A research study conducted earlier in the year by Contentinople has found that most media companies are seeking quality when it comes to looking at online streaming or download products.

Three quarters of the survey respondents were small to mid-sized media companies. When asked about required capabilities, respondents selected high-quality video distribution as the most important capability when allowed to select all the answers that applied to them.

Clearly, the dominance of YouTube and user-generated content (UGC) is past, and content owners are increasingly looking to provide their higher-quality, professionally produced content online," writes Heavy Reading senior analyst Aditya Kishore, of the findings.

High quality was closely followed by the ability to download video, then a "standard" player (a service that did not require a special player to be downloaded). Ad insertion came in fourth, and subscription ranked even lower.

The Contentinople video platforms study was conducted in March of 2009. We received 167 responses and retained 82 respondents that matched our criteria for relevance. The survey was administered globally, but conducted in English. A majority of respondents were from North American organizations.