Monday, December 20, 2010

Top 5 Predictions for Online Video in 2011

Over the weekend, Jeremy Allaire -- a respected colleague in the online video space -- wrote his Top 5 Predictions for Online Video in 2011.


Of particular note to me are the following nuggets (on which I give my own added and expanded thoughts below):

(1) "Web video is just getting started" -- I agree 100%, as I have written several times that I believe that online and mobile video are only in the 2nd inning of a 9 inning game; as pervasive as Web video appears to be, it is early, early, early and we ain't seen nothin' yet;

(2) Connected TV platform wars -- once again, I am in violent agreement -- screens two and three (i.e., the living room and the mobile phone) are directly in the lines of sight for many of the largest companies in the world, with billions of dollars at stake; again, it is early, early, early and we are now in a phase of massive experimentation. Here's a critical thing that few talk about -- it is not all about premium TV and motion picture content. The companion to that is private personal video -- i.e., your videos of your families and friends that you don't wish to share publicly on YouTube, etc. A massive opportunity is to store and share your personal videos with the highest quality on any platform (including the living room);

(3) Over-the-Top Internet TV -- I agree with Jeremy, Google TV and other "Internet TV" initiatives will struggle to gain real significant acceptance until those services can significantly deepen their content offerings to include the freshest motion pictures and television programming; and, that won't be easy, since the studios will resist throughout 2011 until they get paid top dollar;

(4) Video Ubiquity -- Every Company is a Video Company -- again, I wholeheartedly agree. Remember, online video is much more engaging than text or still images; that means that businesses of all shapes and sizes will be able to harness the power and unique impact of video to market better, engage more with customers and prospective customers, and simply sell more -- in other words, drive more revenues and better build your businesses. More revenues equals more demand -- every business ultimately will "get" this in the same way they now understand that they all need a Web presence;

(5) Proliferation of Video Standards and Devices -- things will only get significantly more confusing for businesses and video content providers throughout 2011; they will increasingly turn to those companies that can solve those problems (so that they don't have to).

Bottom line -- online video battles will continue in the years ahead -- I like where we sit at Sorenson Media (i.e., right in the heart of it all).

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