Online Video- Driving monetization through Advertisements

This piece covers a major question thousands of Content creators and Publishers face almost on a daily basis, why grow beyond YouTube, Vimeo, Daily Motion and other Video Aggregators?

In this short article, we try to throw some light on the current landscape of Online Video and how content owners can evolve on their distribution strategy and succeed in the longer run. It has been clear to almost every content owner that YouTube has been one place they should definitely be, considering the shear dominance Google’s Video platform has displayed in last half decade. Below are some key facts released by YouTube which prove the same-

YouTube has more than 1 billion users

Every day people watch hundreds of millions of hours on YouTube and generate

billions of views

The number of hours people are watching on YouTube each month is up 50%

year over year

300 hours of video are uploaded to YouTube every minute

60% of a creator’s views comes from outside their home country

YouTube is localized in 75 countries and available in 61 languages

Half of YouTube views are on mobile devices

Mobile revenue on YouTube is up over 100% y/y

However despite such huge numbers an unlikely trend has surfaced which has had heads trolling all over. As of 2013, something changed, something nobody really thought of but as per Comscore Video Metrix report, YouTube’s market share has dropped over 17% in less than 2 years, down to 23.7%

Exhibit 1

Well that does not ends the story, many content creators and talents are flocking towards newer Video distribution platforms like VHX and Pivotshare. Some of us think that the basic idea for having your presence everywhere is to increase your reach, but many fail to understand that reach might not always be the correct

parameter to measure success in OTT world and certainly not for niche players focusing on specific form of content. What direct distribution platforms like VHX and Pivotshare offer is much more than just distribution, it is

- Having a direct connect with your audience - Engaging with your subscribers - Understanding their needs

- Personalizing their experience - Refining your content strategy based on what your consumer needs - And above all long term monetization by having a perfect mix of SVOD,

AVOD and TVOD based on consumer engagement.

They see audience engagement and direct distribution as a clear future. Not only you can control your content and monetization around it, but also knowing your audience helps you develop your future content strategy with actual analytics and not aggregated view data. A dream come true for any Content business is to know exactly what their audience wants, what to create, for whom to create and how much to people are willing to pay for that.

Below is an exhibit from Comscore analysis of online video viewership during London 2012 Olympics. As per Comscore Video Consumption & Measurement in a Multi-Platform, Multi-Device World, a clear indication suggests- More screens= More time spent on every device.

Exhibit 2

This number has all but increased exponentially over last 3 years and “Connected

Experience” has become a default standard for online viewership. Millennial are

making use of multiple screens to improve their experience, bigger screen for much

better viewing experience, smaller screens for an enhanced mobility, convenience

and above all second screen social engagement.

Content creators need to make sure that they do not fall back in enhancing the

content quality, faster time to market, personalization and above all relevant

distribution. While many Content creators still rely heavily on aggregators like

YouTube, Vimeo, etc., direct distribution would up the game in a competitive race to

grab user’s attention. However it goes without saying that “Content still is and will

remain the King for a very long time”, so to make your distribution work, you must

have great content which appeals to your target audience.

With TO THE NEW latest turnkey OTT video solution, VideoReady helps you launch your Video on Demand destinations across Mobile and Web, in few simple Steps. Following are some key benefits offered by VideoReady-

For more information, please visit www.videoready.tv or Follow us on Twitter-

About Author- Akash Tyagi | Product Head | TO THE NEW VideoReady

Sources-

http://www.reelseo.com/video-wars/

Comscore Video Index 2014 Video Consumption & Measurement in a Multi-Platform, Multi-Device World by Victor Cheng