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Please contact:
Jeff Claudino
Director of Sales, Insider Research Services
619-229-9940
or via email at:
claudino@lightreading.com |
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| A TELECOMMUNICATIONS RESEARCH SERVICE |
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| A CABLE/MSO SECTOR RESEARCH SERVICE |
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| A SILICON & SUBSYSTEM RESEARCH SERVICE |
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| A BUSINESS-CLASS VOICE APPLICATIONS RESEARCH SERVICE |
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| A SERVICE DELIVERY RESEARCH SERVICE |
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| A WIRELESS INFRASTRUCTURE RESEARCH SERVICE |
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| REAL WORLD RESEARCH |
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| Online Video Platform Survey: Launching the Internet Video Era |
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Online video viewing has shown rapid growth over the last few years. A Web measurement firm reports that 16.8 billion videos were viewed online in April 2009, in the U.S. alone, up 16 percent compared with March 2009. The time spent viewing video is also increasing steadily, with the average viewer watching 6.4 hours of online video during the month. It is clear consumers are becoming comfortable with the Internet as a source of video content.
Content owners seeking to offer video on the Internet are primarily driven by a need to create an online presence for their brands, generate incremental revenue, and experiment with new revenue models. Clearly for advertisers and product companies, video can help drive traffic and increase engagement on their Websites; however, for most other content owners, creating new revenue models and incremental revenue drives their interest. It appears advertising, transaction-enabling, and subscription capabilities will be important requirements for platform providers. The growing demand for online video also is driving interest from technology vendors. White-label video publishing platforms are springing up rapidly, with several players entering the space.
Search and referrals seem to dominate the selection process at least at the initial stages. Platform vendors would be well advised to target trade publications with their public relations activities, develop full-featured informative Websites, and leverage their existing client base for new clients.
In all, this study underscores the momentum in this space, but also finds that the market is still far from mature or clear about what features and capabilities will enable success in online video.
Several vendors offer video-publishing platforms, and their features and functionality, key strengths, and costs vary widely. Online Video Platform Survey: Launching the Internet Video Era provides insight into media companies' perception of the online-video market. It also addresses key issues such as the status of video deployments, expectations of growth, capabilities required from their video platforms, and vendor views.
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| Sample research data from the report is shown in the excerpts below: |
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 Table of Contents (cpi0709_toc.pdf) |
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| The following excerpt shows what respondents feel are the most important capabilities for online video distribution. As is shown in the excerpt, answers vary greatly when respondents could only choose one option, versus choosing all options that apply to them. Respondents selected high-quality video distribution (closely followed by the ability to download video) as the most important capability when allowed to select all the answers that applied to them. However, when respondents were allowed to select only one option, revenue considerations came to the fore, with ad insertion ranked highest by a clear margin. One notable result from segmenting this data suggests that companies offering sizeable quantities of video content online are more likely to require subscription capabilities. These large companies are also more likely to have content that can attract a sizeable audience willing to pay to see it. |
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| [click on the image above for the full excerpt] |
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 Total pages: 13 |
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| "I like the detailed reviews and comparisons of products. ... It's a great reference tool." |
| - Derek Sheeler, Analyst, Olayan Group |
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| "Great service that combines the information I need/want to know, in a concise format that doesn’t require me to set aside valuable time digging through a lot of filler." |
| - Barry Kantner, Vice President, World Wide Packets |
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