Online Video Industry Forecast 2012: Concurrent
[This sponsored article appeared in the December 2011/January 2012 issue of Streaming Media magazine.]
IP in 2012 may sound like a campaign slogan, but it's actually where video technologies will see the greatest impact. Enormous audience demand for video on connected devices will make HTTP adaptive bit rate delivery essential. We'll also continue to see the emergence of HTML5 as an alternative in the currently fragmented device and format landscape.
While consumers will be most positively impacted, it's the delivery side - service providers and internet CDNs - that is poised to take advantage of increasing consumption on smart phones and tablets. The growth of HTTP delivery will open new avenues for revenue, further driving adoption.
New revenue will come from old places: premium content services and advertising. TV-based models have set consumer expectations, and therefore ads and content protection will continue to hold court in the IP delivery ecosystem. As services begin to migrate to new networks and reach new devices, ads will migrate too - but may be presented differently. We'll see a dramatic spike in interactive ads, because they're more readily supported on PCs and mobile devices than they are on televisions. Watch for an explosion in text message-based advertising and cross-promotion of brands across screens.
With more advertising appearing on devices originally designed to crunch data, you'll see great strides made in online data convergence. New business models will be crafted, affecting the next generation of video services. Accurate data collection and analytical tools are critical in order to build the business foundation for true TV anywhere services.
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