One thing is certain, 2011 saw explosive growth in people using their PCs and mobile devices to watch TV shows, movies and videos, and that trend will only grow in the new year. The video web has evolved beyond the early adoption phase, and for companies building infrastructure to support this explosive demand, 2012 will be demanding with focus on meeting the needs of all stakeholders.
Here are our three (and a half) video predictions for 2012.
1. Consumers will drive the industry
With more quality video available than ever dreamed of, Consumers will gain new tools to discover, control and enjoy more personally relevant and entertaining experiences across their viewing devices. As a result, viewing habits will shift and a rapidly growing percentage of Producers previously considered irrelevant/non-existent will arise to see gains in video views, viewers and revenue opportunities. Traditional TV show viewing will continue to see erosion due to shifts in consumer attention.
2. The Video Value Chain will begin to fuse
Platforms will evolve that logically enable advertising and sponsorship of Producers/Distributors. Systematically, established brands and small-to-medium sized advertisers will directly connect with producers and pay for sponsorship of individual video and/or entire channels. By year-end, this value exchange will have explosive impact on the entire ecosystem.
3. Louis CK becomes the benchmark
Ten 10 days and $1M later, comedian Louis C.K. proves there is a model in pay-per-view. His “Live at the Beacon Theatre” comedy special simply released on his web site for $5 via PayPal becomes the benchmark for the online pay-per-view paradigm. This will have significance in the way producers/distributors think about their monetization strategies.
3.5 And finally, an increase in “live” video produced by traditional news and sports brands will take the online spotlight by mid-year.
About Gary Baker
Gary Baker is the founder and CEO of Clipblast Inc., whose products include Griddeo.com, the personal video network, and ClipBlast, a pioneer of online video aggregation, organization, distribution and search worldwide.