Online Video In 2008

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As 2007 draws to a close we can look back on the year and easily call it the year of online video. We can also look ahead and ponder, wonder infact and make predictions as to where online video is heading in 2008.

No lesser experts than Jeremy Allaire and Adam Berry of Brightcove have written a ’state of the industry report’ with some online video predictions for 2008. A few of his predictions are mentioned below and if you wish to view Jeremy’s video presentation then take a look at it by using this link.

• To date the advertising focus has been on monetizing video streams, but is this shortsighted. Content owners should develop audience-centric strategies, looking for new ways to blend ad formats, insertion policies, and targeting tactics across pages, short-form video clips, long-form shows, and open distribution. Audience monetization strategies will deliver greater yield and a much better user experience, and better sustainability.
• In 2008 we will have an Internet video market divided in two major groups: platforms and aggregators (like consumer sharing sites, commercial video portals, social networks).
• Consumer video sites (YouTube, Metacafe, Veoh, DailyMotion as dominant forces) try to leverage their traffic into meaningful distribution opportunities, though there are no major success stories in terms of revenue. Some of the 2006 players have been shut-down and others are on the chopping block. Commercial video portals as MSN Video, AOL, Yahoo TV, MySpace TV, Hulu, Comcast/Fancast, and desktop clientes like VeohTV, Adobe Media Player, Joost, Bablegum, are emerging. They use a 90/10 or 80/20 revenue split model with content owners. Social networks like FaceBook, MySpace, Bebo and iGoogle aggregate much traffic, and they will compete with consumer video sites and commercial video portals.

For further reading then pop over to Brightcove and read the report.

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