The Internet is Video
We all know online video is big. Despite the fact that there had been plenty of premature hype surrounding online video for years (remember Broadcast.com, anyone?), by the time Google acquired the wildly-popular YouTube for $1.65bn in 2006, it was pretty clear that the time was finally right for online video.
Since then, the market has only become more robust and competitive. BBC's iPlayer, which streams BBC programming to Britons over the net, started streaming high-definition video a couple of months ago. And Hulu has brought Americans high-definition television programming on the PC.
The message is clear: online video is here, it's getting better and it's going to play a prominent role in the future of the internet.
How big is online video today? In April 2009, Americans viewed 16.8 billion videos online. Over 6 billion of those were viewed on YouTube, which served 107.1m viewers.
These numbers are impressive but they only scratch the surface of what some believe the online video market will become. Cisco, the hardware giant whose wares support the backbone of the internet, is gearing up for a future in which the internet is essentially video.
It estimates that by 2013, global IP traffic will grow to 56 exabytes per month. Over the course of a year, that's two-thirds of a zettabye. Moreover, it expects that video will account for over 90% of the traffic.
The message for anybody with a presence on the internet is clear: if you want to succeed online, video is going to be a big part of what you do.
For businesses and brands that don't see how video fits into their plans and that can't imagine YouTube and streaming being of much use, the proliferation of online video means more than just 'video'. It means multimedia content and richer user experiences.
In this motion-centric internet, brands will need to think more about what opportunities they have to:
Produce visually-compelling content. We recently worked on RenaultTV. Renault is one of a growing number of brands that is thinking about how it can create and leverage content. Create richer user experiences using technologies like Flash. Polaris, which manufactures various types of vehicles, makes great use of Flash on its website to engage visitors.
Since then, the market has only become more robust and competitive. BBC's iPlayer, which streams BBC programming to Britons over the net, started streaming high-definition video a couple of months ago. And Hulu has brought Americans high-definition television programming on the PC.
The message is clear: online video is here, it's getting better and it's going to play a prominent role in the future of the internet.
How big is online video today? In April 2009, Americans viewed 16.8 billion videos online. Over 6 billion of those were viewed on YouTube, which served 107.1m viewers.
These numbers are impressive but they only scratch the surface of what some believe the online video market will become. Cisco, the hardware giant whose wares support the backbone of the internet, is gearing up for a future in which the internet is essentially video.
It estimates that by 2013, global IP traffic will grow to 56 exabytes per month. Over the course of a year, that's two-thirds of a zettabye. Moreover, it expects that video will account for over 90% of the traffic.
The message for anybody with a presence on the internet is clear: if you want to succeed online, video is going to be a big part of what you do.
For businesses and brands that don't see how video fits into their plans and that can't imagine YouTube and streaming being of much use, the proliferation of online video means more than just 'video'. It means multimedia content and richer user experiences.
In this motion-centric internet, brands will need to think more about what opportunities they have to:
Multimedia content and experiences like Renault and Polaris are offering are going to become far more commonplace. The only question for brands that haven't jumped in is will they do so before their competitors.
posted by Matthew O'Riordan at
11:00
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