This document provides an overview of the online video industry, describing major categories such as video sharing (led by YouTube), intermediaries, video search, video e-commerce, video creation/editing, peer-to-peer (P2P) video, and video blogging. It discusses major companies within each category and notes that while video sharing sites face high bandwidth costs, P2P technologies can help distribute this load. The industry is growing rapidly with opportunities in new areas like video blogging.
Online marketing strategies revolve around the ‘attention span’ of audience.
Trying to capture the imagination and interests of a potential customer has been the eternal challenge for marketers, and the equation gets even more complex when you have less than 5 seconds to that. ‘Magical sales pitch’ and ‘Message from the president’ are now less than passé, and are now being substituted with panoramic snaps and virtual tours of the destination.
It is now statistically proven that professional videos make more than a lasting impression, and customer persuasion is maximized when videos are utilized to market a product, resort, hotel or the Tour Packages. Travel industry market dynamics have been metamorphosed by the sophisticated use of Videos at every stage of the marketing cycle.
One of the major impacts of video marketing has been on the smaller players in hospitality segment – With zero distribution costs, these operators are now jostling for the market pie with established leaders, and also making their mark with intelligent video marketing.
At the Hill&Knowlton Demystifying Digital event in Amsterdam on April 14 2011, YouTube delivers a presentation on new communication opportunities for brands on the popular video platform
eMarketer Webinar: The Evolving Online Video LandscapeeMarketer
Join eMarketer Senior Analyst Paul Verna, who will discuss the state of online video content and syndication. After this webinar, you'll have a firm grasp of the online video audience, revenue models and trends for the future.
Online marketing strategies revolve around the ‘attention span’ of audience.
Trying to capture the imagination and interests of a potential customer has been the eternal challenge for marketers, and the equation gets even more complex when you have less than 5 seconds to that. ‘Magical sales pitch’ and ‘Message from the president’ are now less than passé, and are now being substituted with panoramic snaps and virtual tours of the destination.
It is now statistically proven that professional videos make more than a lasting impression, and customer persuasion is maximized when videos are utilized to market a product, resort, hotel or the Tour Packages. Travel industry market dynamics have been metamorphosed by the sophisticated use of Videos at every stage of the marketing cycle.
One of the major impacts of video marketing has been on the smaller players in hospitality segment – With zero distribution costs, these operators are now jostling for the market pie with established leaders, and also making their mark with intelligent video marketing.
At the Hill&Knowlton Demystifying Digital event in Amsterdam on April 14 2011, YouTube delivers a presentation on new communication opportunities for brands on the popular video platform
eMarketer Webinar: The Evolving Online Video LandscapeeMarketer
Join eMarketer Senior Analyst Paul Verna, who will discuss the state of online video content and syndication. After this webinar, you'll have a firm grasp of the online video audience, revenue models and trends for the future.
VEME is a blockchain enabled XR social networking app built to bridge your device and the world in ways never before imagined. Life Is About The Journey, Not The Destination.
https://my.veme.com/
Presentation for \"New Era, New TV\" Seminar @ OrangeLabs in Beijing in December 2008. Details on services from Korea and Japan (Pandora.tv, Afreeca.tv, Nico Nico Video) and ideas on why pure ad model might be a bad idea, and why mobile is still unproven.
Infosys' customer engagement software solution is a customer engagement platform that helps enterprises to improve customer engagements and build an eBusiness strategy
“Software is eating the world” said Netscape founder Marc Andreessen in his Wall Street Journal 2011 op-ed to describe how digital technology has transformed the world of business. We divide the disruption into two stages; efficient pipelines disrupting inefficient pipelines and platforms disrupting pipelines. Most Internet applications during the 1990s involved the creation of highly efficient pipelines—online systems for distributing goods and services that out-competed incumbent industries. Online pipelines tended to have very low marginal costs of distribution—sometimes as low as zero. This allowed them to target and serve large markets with much smaller investment. We are now in stage two where platforms disrupt pipelines. They bring news sources of supply to market, change value consumption by facilitating new forms of consumer behavior, change quality control through crowd sourced curation, and bring new market middlemen by aggregating fragmented markets.
Outside in: How companies can harness the power of online co-creation (case s...Felix Koch
An introduction into online or digital cocreation and how organisation can use these tools to collaborate with the public, consumers, staff and experts to achieve their business objectives. Contains a selection of 9 recent and successful examples of online co-creation, two of which Promise and I have been involved with.
The next generation of World Wide Web Consortium (W3C) standards promises to usher in new levels of interactivity and interoperability on the Web, but the transformation won’t happen overnight. This report covers everything you need to know about the current and future state of one of the most important emerging standards for cross-platform online video delivery, HTML5.
Social Media in a Corporate Context 2010 - Luke Aviet, GoViralCommunicate Magazine
Spread the word - How are brands and organisations using viral videos to reach and interact with audiences online? Here we look at the changes in media consumption, focusing on the growth in the online video market and highlighting the different genres of branded content video.
Client whitepaper authored by 21TechMedia discussing the importance of lean forward features embedded in video towards greater engagement and monetization of online video
Youtube success strategies for beginners 2020 beginners tip to increase subsc...Marketing College Forum
Do you want to be a successful Youtuber? Are you finding it difficult to settle for a Profitable Niche? Do you want to avoid the pitfalls of most Youtuber encounter starting out? Do you want to increase your Subscriber base? Then it would help if you had this book.
One thing is to have an impressive skill, and another is learning how to monetize it. In this age and time, people have constantly reinvented themselves, creating a niche in what they know best to do and therefore monetizing it. We can agree that no matter how skillful you are, if you don't know how to utilize it, your skills are wasted. If your dream is escaping the unending rat race of poverty, earning big figures just by pushing out video contents about something as simple as how to cook your favorite dish, Derick Richard has something for you.
This eBook emerges from the author's deliberate attempt at trying to share what works and what doesn't when it comes to becoming a famous and successful YouTuber. In this eBook, Derick goes beyond the ordinary steps involved and dives into what it takes precisely to identify your YouTube niche and using YouTube analytics to grow your channels fast.
Derick explained, albeit clearly, his tried and tested steps to know which particular video editing software you should invest your money in. He amplifies basic editing tricks and tips, telling it straight about why each video editing works and which is preferable over the other. His only word for you is to stay glued and enjoy a full ride to establishing your own Youtube channel within some hours of thinking about it.
Other Information you will get from this book include:
Understanding the Youtube algorithm
Tricks to Youtube Advertising
Steps to Youtube Channel success
Required Equipment for youtube mastery
Youtube Optimization Strategies
Youtube video production hacks
Video making ideas
Youtube subscription growth strategies
Increasing your Youtube income
How to create engaging youtube videos
And lots more
Wait no further, Scroll up and click the BUY BUTTON to start moving from a beginner to a pro YouTuber using our strategies.
VEME is a blockchain enabled XR social networking app built to bridge your device and the world in ways never before imagined. Life Is About The Journey, Not The Destination.
https://my.veme.com/
Presentation for \"New Era, New TV\" Seminar @ OrangeLabs in Beijing in December 2008. Details on services from Korea and Japan (Pandora.tv, Afreeca.tv, Nico Nico Video) and ideas on why pure ad model might be a bad idea, and why mobile is still unproven.
Infosys' customer engagement software solution is a customer engagement platform that helps enterprises to improve customer engagements and build an eBusiness strategy
“Software is eating the world” said Netscape founder Marc Andreessen in his Wall Street Journal 2011 op-ed to describe how digital technology has transformed the world of business. We divide the disruption into two stages; efficient pipelines disrupting inefficient pipelines and platforms disrupting pipelines. Most Internet applications during the 1990s involved the creation of highly efficient pipelines—online systems for distributing goods and services that out-competed incumbent industries. Online pipelines tended to have very low marginal costs of distribution—sometimes as low as zero. This allowed them to target and serve large markets with much smaller investment. We are now in stage two where platforms disrupt pipelines. They bring news sources of supply to market, change value consumption by facilitating new forms of consumer behavior, change quality control through crowd sourced curation, and bring new market middlemen by aggregating fragmented markets.
Outside in: How companies can harness the power of online co-creation (case s...Felix Koch
An introduction into online or digital cocreation and how organisation can use these tools to collaborate with the public, consumers, staff and experts to achieve their business objectives. Contains a selection of 9 recent and successful examples of online co-creation, two of which Promise and I have been involved with.
The next generation of World Wide Web Consortium (W3C) standards promises to usher in new levels of interactivity and interoperability on the Web, but the transformation won’t happen overnight. This report covers everything you need to know about the current and future state of one of the most important emerging standards for cross-platform online video delivery, HTML5.
Social Media in a Corporate Context 2010 - Luke Aviet, GoViralCommunicate Magazine
Spread the word - How are brands and organisations using viral videos to reach and interact with audiences online? Here we look at the changes in media consumption, focusing on the growth in the online video market and highlighting the different genres of branded content video.
Client whitepaper authored by 21TechMedia discussing the importance of lean forward features embedded in video towards greater engagement and monetization of online video
Youtube success strategies for beginners 2020 beginners tip to increase subsc...Marketing College Forum
Do you want to be a successful Youtuber? Are you finding it difficult to settle for a Profitable Niche? Do you want to avoid the pitfalls of most Youtuber encounter starting out? Do you want to increase your Subscriber base? Then it would help if you had this book.
One thing is to have an impressive skill, and another is learning how to monetize it. In this age and time, people have constantly reinvented themselves, creating a niche in what they know best to do and therefore monetizing it. We can agree that no matter how skillful you are, if you don't know how to utilize it, your skills are wasted. If your dream is escaping the unending rat race of poverty, earning big figures just by pushing out video contents about something as simple as how to cook your favorite dish, Derick Richard has something for you.
This eBook emerges from the author's deliberate attempt at trying to share what works and what doesn't when it comes to becoming a famous and successful YouTuber. In this eBook, Derick goes beyond the ordinary steps involved and dives into what it takes precisely to identify your YouTube niche and using YouTube analytics to grow your channels fast.
Derick explained, albeit clearly, his tried and tested steps to know which particular video editing software you should invest your money in. He amplifies basic editing tricks and tips, telling it straight about why each video editing works and which is preferable over the other. His only word for you is to stay glued and enjoy a full ride to establishing your own Youtube channel within some hours of thinking about it.
Other Information you will get from this book include:
Understanding the Youtube algorithm
Tricks to Youtube Advertising
Steps to Youtube Channel success
Required Equipment for youtube mastery
Youtube Optimization Strategies
Youtube video production hacks
Video making ideas
Youtube subscription growth strategies
Increasing your Youtube income
How to create engaging youtube videos
And lots more
Wait no further, Scroll up and click the BUY BUTTON to start moving from a beginner to a pro YouTuber using our strategies.
Management information technology
MBA - MIS
youtube case study
1. Define video sharing and describe how it is done at YouTube.
2. What can people do on YouTube?
3. How can YouTube create Internet celebrities?
4. How can YouTube promote music and artists?
[The Impact of the Internet on the Video Rental Industry.docxdanielfoster65629
[The Impact of the Internet on the Video Rental
Industry: Blockbuster vs. Netflix]
2
Table of Contents
INTRODUCTION 3
VIDEO RENTAL INDUSTRY ANALYSIS 5
BLOCKBUSTER BUSINESS DESCRIPTION 7
BLOCKBUSTER BUSINESS MODEL 7
BLOCKBUSTER HISTORY 8
BLOCKBUSTER SWOT ANALYSIS 10
NETFLIX BUSINESS DESCRIPTION 14
NETFLIX BUSINESS MODEL 14
NETFLIX HISTORY 15
COMPETING ONLINE SERVICES 16
FINANCIAL ANALYSIS 18
THE FUTURE OF THE VIDEO RENTAL INDUSTRY 24
CONCLUSION 25
REFERENCES 26
3
The Impact of the Internet on Video
Rentals: Blockbuster vs. Netflix
Could Brick and Mortar Video Rental Stores be a thing of the past? The Internet has
challenged the way movies are rented in the United States. Blockbuster, one of the
biggest video rental companies, has completely restructured its operations to meet the
market demands due to the emergence of the Internet and companies like Netflix. The
first impact the online video rental industry made on Blockbuster was making late fees
obsolete. Blockbuster enacted a “no late fees” policy in 2004 to remain competitive in the
industry. The company gave up about $450 million in late fee revenue and $250 million
to $300 million in operating income the first year the policy was enacted (Halkias). This
is not counting the increased number of new releases the company needed to purchase to
meet customer demand due to the policy. Under the "no late fees" program, a customer
was charged the purchase price for a movie if it was kept longer than 14 days. The charge
was dropped if it was returned within 30 days, and the customer was then charged a $1.25
restocking fee (Halkias). Blockbuster then created Blockbuster Total Access in attempts
to compete in the online video rental market. With Blockbuster Total Access, customers
would pay a subscription fee of $24.99 a month and rent up to 2 movies online at a time.
4
Netflix, the online DVD rental pioneer, sold a similar service for $21.99 a month.
Company CEO, John Antioco, said the overall online subscriber market is about 3
million to 5 million households, and he believes Blockbuster can attract a 30 percent
market share (Halkias). Blockbuster spent between 70 and 90 million dollars on the Total
Access program in hopes of reinventing itself. Program costs and continued decline in
rentals caused the company’s 2004 earnings to fall about 10 percent below the $1.48 a
share earned in 2003 (Halkias). The company will have to continue developing in this $8
billion dollar a year industry as it continues to change. Within another four years,
customers are expected to spend about $1.7 billion getting movies from cable to watch at
their convenience (Cohen). The video rental industry is also moving to legal downloading
sites such as CinemaNow Inc. Founded in 1999, the service lets people download movies
as a rental with a viewing window, or buy the film outright and burn it on a di.
500 hours of video content is uploaded to YouTube each minute. 3.25 billion hours of YouTube content is watched each month. Facebook now sees 100M hours of video watched per day by their approximately 1.79 billion users. There are over 300 other video platforms all vying for your video uploads.
Clearly, we have not seen a saturation of video content and experts’ projections continue to rise. We have an almost insatiable appetite for video partly because it’s easier to consume and because of its ability to convey messages quickly and succinctly. Video benefits the viewer and the marketer.
The future of video marketing has arrived. Many companies are producing their own videos covering topics such as product introductions, CEO messages, technical deep dives, demonstrations and various product webcasts. Marketers are also capitalizing on the wealth of videos already posted to link their sites to the most popular views on YouTube, Facebook, and other platforms. The time has come for every company to adjust their marketing programs to include a video strategy. But…
Where does a company begin to understand the complexities of this new marketing frontier where video is being combined with marketing automation?
How does a marketing team navigate this fast moving and uncharted territory of automated video marketing?
What are the platforms and who are the key vendors? What is their role in this video gold rush?
Understanding the digital video ecosystem is a start. Understanding how they fit together gets us one step closer to developing a smart and effective video marketing strategy.
This paper gives you a solid framework to move forward with greater confidence as you make plans to integrate your marketing funnel, campaigns, targeting, and competitive analysis to video.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
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A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
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Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
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Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
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The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
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1. A report on Online Video Industry
Puneet Gupta (09BM8037)
Varun Bajpai (09BM8059)
VGSOM, IIT Kharagpur
2. Table of Contents
Introduction.................................................................................................................................................. 3
Online Video Industry ................................................................................................................................ 3
Video Sharing ......................................................................................................................................... 3
Intermediaries ......................................................................................................................................... 6
Video Search........................................................................................................................................... 6
Video eCommerce ................................................................................................................................. 7
Video Creation & Editing ....................................................................................................................... 9
P2P ........................................................................................................................................................... 9
Vlog-o-sphere ....................................................................................................................................... 10
Current Industry Facts and Figures ....................................................................................................... 11
The Future of Video Monetization ......................................................................................................... 16
Porter 5 Forces Analysis for Industry .................................................................................................... 21
SWOT analysis for Online TV Business ............................................................................................... 22
Closing Thoughts ..................................................................................................................................... 23
References ................................................................................................................................................ 24
3. Introduction
The success story of YouTube and particularly its popularity and potential reach has
fascinated a lot of web startups. The outburst of social networking sites like Facebook,
Orkut, LinkdIn, MySpace and there encapsulation of videos in the recent past is only an
indication of the needs online population. The report aims to look at the online video
industry at present and the potential it portrays for a successful business venture.
Online Video Industry
The present video industry can be categorized into following (Sokullu & MacManus):-
• Video Sharing
• Intermediaries
• Video Search
• Video eCommerce
• Video Editing & Creation
• P2P (Peer To Peer)
• Vlogosphere
Video Sharing
One of the most popular categories of online video industry has been Video Sharing
and it is synonymous with YouTube. Video sharing sites allow you to upload your videos
and share them with others. But even if you are not a content producer, you can watch
4. others movies. So this is a very consumer-oriented industry that has been popularized
via blog-based viral marketing.
YouTube outperformed its competitors and has become a clear winner in video sharing.
And Google didn't skip this opportunity in the online video space, as it took advantage of
YouTube's legal hassles and snapped the market leader for the relatively small sum of
$1.65B. Even though Google already had its own video sharing site, Google Video, this
acquisition showed Google's ambitions in the online video space.
Yahoo Video remains well behind Google Video and YouTube. Also Yahoo Video does
not support as many video formats as the others do. For example, you cannot upload
your videos directly from your mobile, because this format is not supported yet. Yahoo
is trying to increase Yahoo Video usage by making it a part of their other well
established properties. For instance, you can see Yahoo Video stories on their
homepage.
5. PhotoBucket, a crucial component of most social networking sites and the number one
photo sharing site, did not miss the big opportunity in online video space and has a
video component too.
MetaCafe - The Israel based company is estimated to be the second biggest player in
this space after YouTube. The company does not limit itself to its home country and has
big international ambitions. It was recently rumored to be acquired by Yahoo for $200M.
The company is backed by top tier VC companies like Benchmark Capital and Accel
Partners. MetaCafe does not have a time limitation like YouTube, and offers a rich
desktop client for easy uploading. Their unique revenue sharing program was a great
innovation in this space.
The site wants you to program your own channel with your favorite movies, music and
clips, then broadcast it from your web page, blog or MySpace. This is a well thought
through viral marketing tactic, but the site's traffic seems low at this time.
6. Intermediaries
To legally host your commercial videos on YouTube or MetaCafe, intermediary
companies need to be contracted. Their main duty is to connect publishers, video
creators and advertisers.
BrightCove connects video creators with web publishers. This is a huge company that
raised ~ $60M from investors including New York Times in their latest round of
financing. Their syndication marketplace consists of approx. 1319 channels.
SayMedia - Connecticut based company empowers the video publishing of big
consumers like TED events, Bebo, Hi5 and America Online. Raised $12M in Series C
from August Capital and Josh Kopelman's First Round Capital.
Video Search
After the acquisition of YouTube, Google now focuses its Google Video property on
video search. This is a smart strategy, because the Google brand largely means search.
7. YouTube was already the number one video sharing site and Google Video has
exclusive access to all YouTube and Google Video data - which makes Google Video
search much superior to others.
A successful video search service from AOL. AOL had this capability after acquiring the
successful startup Truveo in early 2006.
Blinkx differs itself from the crowd with its innovative interface, which shows a preview
of videos in the search results. They also get satisfactory results from a variety of sites.
TV Eyes is different, because it crawls not video sharing sites like YouTube - but real
TV channels.
Video eCommerce
Video eCommerce sites allow to legally stream the latest cinema movies and TV shows
from computer.
8. Guba was one of the first to enter this market, being founded in 1998. They are not only
a video eCommerce site, but have free offerings and also a video sharing component.
But video sharing on Guba is very small compared to video eCommerce. One of Guba's
co-founders left the company after the YouTube acquisition and said in an interview that
YouTube won the big prize - and there will be no more big prizes in the industry!
Amazon Unbox can be easily described as the iTunes of videos. Unbox allows you to
preview and buy a wide selection of TV shows and movies for very low prices, starting
from $1.99. The videos can be watched via an exclusive client app from Amazon.
MovieFlix offers videos in Real format. They offer 2 membership programs: free and
premium. Besides the freely accessible videos, you can pay a monthly fee of $7.99 and
access their 4000 titles - the quality is arguable though.
9. Video Creation & Editing
Instead of paying hundreds of dollars in license fees to edit your videos, the following
sites are generally known to be good companions to video editing/sharing sites.
This video editing site was acquired by Yahoo right after it got to its public beta status. It
is expected to be embedded into Yahoo Video. This will bring a clear editing advantage
to Yahoo over the others. Yahoo is currently far behind Google in the video space
overall, hence JumpCut may provide them the edge.
Mojiti is a China based company. It allows you to add notations to your videos. Mojiti is
also a video sharing site targeting the Chinese market.
P2P
Peer to peer is taking an important place in video sharing. Video sharing requires large
bandwidth, which is why the burn rate of these sites is very high and only the VC
backed ones survive. P2P is an answer to this problem, by spreading the bandwidth
weight to clients using this system. There have been some recent large investments in
companies working in this field.
10. BitTorrent, the Creators of the popular open source P2P file sharing protocol do not own
the protocol itself, but own one of the most popular clients and a search site. They
recently got $20M funding from top tier firms like Accel Partners and acquired another
popular bittorrent client µTorrent.
Previously known as Azureus are the creators of the Java based popular open source
bittorrent client. They recently closed a $12M Series B investment from RedPoint
Ventures and BV Capital.
Vlog-o-sphere
Blogs and photologs have already taken over many people’s lives - being an excellent
way to share, communicate and self-express. And now with the commodization of digital
cameras, comes the vlogs - a.k.a. video blogs.. They are either for fun or self
expression, but a big industry can blossom here - there are a lot of opportunities.
Tomorrow’s vlogs, for example, are candidates to replace your favorite daily TV shows.
11. And popular vlogs don't just attract ads, but they also hold the potential to sign
partnership deals with video sharing sites. Examples:
Rocketboom is the best example of how far vlogs can go. This vlog is dedicated to
reporting the latest developments in internet culture, in an original and entertaining way.
It looks so professional that you may not able to differentiate it from TV shows you
watch.
References: Emre Sokullu and Richard MacManus for their source article, & the research of Ali Dagli of
Savvian
Current Industry Facts and Figures
Among the online population:-
• 1 in 3 video viewers comment
• 2 in 5 upload videos
• 1 in 2 regularly share videos
• More than 1 in 2 view online video with others
• Among 18-34’s, more than 2 in 3 view with others
12. Total Unique Viewers (000)
160,000
140,000
120,000
100,000
80,000
60,000
Total Unique Viewers (000)
40,000
20,000
0
Google leads the race in this sector with more than 145 million unique visitors followed
by Yahoo and others. This data shows US population.
13. As clearly seen, Indian online population still lags behind the other major countries in
online video streaming. But still a considerate number do and its rapidly increasing.
Per month stats for online video in India as compared to USA is:-
USA India
Number of Viewers 180M 30M
% of Internet Audience 85% 71%
Videos Viewed 36B 1.7B
Videos per person 200 58
Viewing time per person 13 Hr 5
14. The data clearly shows approx similar % of internet audience in India watch videos
online but the viewing time per person and the number of videos viewed is
comparatively less. This may clearly be seen as a growth opportunity in India.
The data clearly shows Google to be a leader in viewer’s time in India too. But a major
shift can be seen in the presence of social networking sites like Facebook.
15. The top 4 surfed video categories viewed in India are represented by the data above.
The Entertainment Industry dominates this due the large influence of TV soaps and
Bollywood in this part of the world. The multimedia category includes
homemade/educational videos and cartoons. The conversational media includes
chatting and all.
If we look at the audience profile in US, we’ll see that the average number of videos
viewed by unique visitors peaks in the age group 15-24 in males whereas it peaks in the
age group 35-44 in case of females. Also more males tend to view the videos than there
fairer counterparts.
16. The Future of Video Monetization
The video viewing duration is moving upwards as TV content moves online.
17. 2006 2010
Ad Spent $324 M $1440 M
Videos 63 B 441 B
Spent Per Video 0.7 cents 0.4 cents
The above data shows the ad spent in US in this industry.This means that the ad spent
in increased only by 344% wherease the videos increased by 600%. This shows the
tremendous growth that this industry promises.
The projection also shows that the online video viewing growth is outpacing ad
spending growth.
Now let us compare the advertisements, the major source of revenue generations on
online video portals as compared to TV.
18.
19. The data clearly indicates that the ad time in normal online videos or long form premium
TV content is minimal as compared to that on TV presently. Hence a huge potential
market lies ahead to be tapped.
A simple survey of what viewers really value watching online shed some light on the
potential services to venture into:-
More than half the viewers were interested in watching past/ missed episodes online.
Also a sizeable population watched online because it has less ads. Hence we propose
entering into Online TV Business. As the lifestyle of people is changing, it becomes
increasingly difficult for them to fix a time to watch their favorite episodes. But today, if
we provide an opportunity to them to watch whatever they want at whatever time they
20. want, in high quality, with fewer ads than TV, and at a fair price it would create a win-win
situation for all. But the real challenge remains – MONEY.
Who should be our target segment? Will they be willing to pay?
Studies indicate that nearly 100% of online spenders are video viewers. Hence can be
our initial customers and with the improvement in the broadband speeds and
decreasing rates, this industry can be to Television industry what Wikipedia was to
Encyclopedias.
In the end we close our report by presenting Porter’s 5 forces analysis of the Industry
and the SWOT analysis for Online TV Business.
21. Porter 5 Forces Analysis for Industry
Bargaining power of customers – High
Many alternative websites available
Switching Cost is low
Bargaining power of suppliers – Marginal
Suppliers of videos are often common internet users
The only bargain can be the amount of web space provided to upload the
video
Threat of new entrants – High
Limited amount of capital required
Services can be easily copied
Scope for innovation like faster download
Threats of substitutes – Medium
Social media sites providing comprehensive services, hence eating the share
Highly dynamic industry
Competitive Rivalry in industry – High
Many big firms trying to capture this lucrative market
New innovative products on offer
22. SWOT analysis for Online TV Business
• Huge untapped market in • Requires high bandwidth
India for streaming
• TV shows want to increase • Requires detailed contracts
their viewership with content partners
• Control over postings • Willingness to pay for
online content which might
be freely available
Strength Weakness
• Rapid increasing viewer’s base • Customer loyalty towards TV
• Reducing cost of the required shows and not
infrastructure websites, hence a huge threat
• Changing lifestyle of of other players copying
people, hence no fixed time to similar business model
watch TV • Piracy concerns
Opportunity Threats
23. Closing Thoughts
Consumers are viewing online video for convenience benefits
Viewing of originally-scripted content on viewers’ own schedule is the key
driver of online viewer behavior
Much of the online viewing of video represents an incremental audience
for originally scripted content because it includes viewers who may have
missed the live airing
Online viewing represents a significant additional revenue stream to
content owners
Time spent viewing online video and video ad dollars are currently a small
fraction of TV
There is no decline in time spent watching TV nor in TV ad spending
TV ad effectiveness shows no decline over past decade
The ad load for online video is low relative to TV and could be increased
Avoids content owners nightmare of fast forwarding of ads
Online video represents a compelling opportunity for the digital channel to
capture a meaningful share of branding dollars
Online video ad campaigns overlaid on TV can increase effective reach
while not increasing cost