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Online Video Industry Forecast 2012: Digital Rapids

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[This sponsored article appeared in the December 2011/January 2012 issue of Streaming Media magazine.]

While many dedicated online content portals and exclusively over-the-top offerings continue to seek fully self-sustaining revenue models, multi-screen streaming and online video have become integral to the broadcasters and cable operators that these services ostensibly compete with. 2012 will see streaming even further entrenched in these premium ‘traditional' media pivotal significance of streaming video to their businesses, these customers are looking to integrate their multi-screen initiatives further into their core television operations through solutions such as hybrid encoding systems that can unify their broadcast and multi-screen workflows in a single platform.

Beyond bringing their core programming to multiple screens for incremental audience building or viewership retention, broadcasters and cable programmers have embraced online media as an opportunity to provide greater depth of coverage around major events. 2011 featured extensive streaming coverage of both planned (royal wedding) and unplanned (natural disasters) events, and 2012 is set to be another significant year with the London Summer Games and U.S. presidential elections. This quadrennial combination has always provided a major boost for viewership and advertising revenue for traditional media outlets, and they are now poised to derive the same benefits with their supporting streaming initiatives.

The short-term nature of event streaming exemplifies the need for premium media organizations to scale their processing capabilities dynamically and cost-effectively to meet peaks in demand. 2012 will see them looking for ways to take better advantage of the dynamics of the cloud while tying them more transparently to their on-premises operations - just one of the many efficiencies they'll strive to achieve in the coming year.


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