There’s no question that online video has made great strides in 2011. Online video sites enjoyed record viewership and more ambitious programs than ever originated on the Web, garnering the kind of national media attention historically reserved for network TV.
In its most recent Video Metrix report, comScore reported that during the month of November, 83 million U.S. Internet users watched online video content, or an average of 20.5 hours per viewer. The total U.S. Internet audience viewed 40.9 billion videos – a figure that speaks volumes to the prevalence of online video and the growing opportunities that lay ahead for both content creators and advertisers.
This shift in consumer behavior and the emergence of short-form digital programming has enabled the development of innovative, talent-driven digital content such as DBG’s The Confession starring Kiefer Sutherland and Christopher Kubasik’s Booth at the End - not to mention the announcement that Netflix is bringing original episodes of Kevin Spacey’s House of Cards to the service.
With that in mind, we think there will be two major trends likely to bubble up in 2012.
The Web Will Be Programmed
The discovery of online video in 2012 will undergo a significant transformation. Instead of forcing consumers to search large-scale video platforms and portals, top video publishers will roll out channel strategies to make video discovery easier. As this paradigm shift occurs, I believe channel loyalty will develop, benefiting both the consumer and the publishers.
Given YouTube’s recent announcement of the creation of 100 online video channels featuring original programming, it certainly will be an exciting 2012. As the web is programmed, there may very well be a shift from the current “click-it-when-you-see-it” mentality to a more purposeful viewing behavior.
Recent reports on the surge in mobile video viewership have made it abundantly clear that consumers have become screen agnostic. As a result, the demand for short-form video made specifically for the small screen has increased dramatically. As this trend continues, social, mobile and out-of-home campaigns for online content will become the norm. Marketers will learn to leverage their existing properties to drive viewership for their new online video programs. As this occurs, we’ll see even greater awareness for online video programming.
Agree with my look into the crystal ball? Disagree? Let me know in the comments what you think is next for online video.
Chris is the Chairman and CEO of Digital Broadcasting Group, overseeing all aspects of company’s operation. In 1999, Chris co-founded Klipmart and built it into the nation’s largest provider of online video advertising and management solutions. In June of 2006, under Young’s leadership, Klipmart was purchased by now Google-owned Doubleclick. At Doubleclick, Chris held the role of Executive Vice President of Rich Media and Emerging worldwide, working to accelerate innovation in digital video and emerging advertising formats.
Old school remote control advert by Zenith.