Online video has rapidly been changing the way we see the world, and if our predictions are correct, it will only continue to develop in more revolutionary ways in 2017. Streaming in particular found itself to be the breakout star last year, and businesses and media organizations who want to stay ahead of the competition have all been getting on board. The increased adoption of video streaming is a given in this media climate, and these are the can’t-miss streaming trends to look out for this year.
- HTML5 > Flash
You’ve heard of Orange is the New Black, but what about HTML5 is the new Flash? Seeing as it goes back over twenty years, everyone who has been online in the past decade has seen or heard of Flash, but it has become outmoded. It comes with considerable security vulnerabilities, is not supported by iOS or Android, and requires more processing power than HTML5. As of May 2016, Flash was only used by 9.1% of websites, which is unremarkable compared to the 53.4% of websites that use HTML5, which is also open source. Flash just hasn’t kept up with the times, so expect HTML5 to run the show like Stella did on season two of OITNB.
- OTT Streaming
OTT, or “over the top” content, is hardly seen as over the top any longer. More and more media companies are making their movies and TV shows available to stream online, distributing video content via the internet in lieu of or along with traditional broadcasting on cable or satellite. HBO and The CW have seen major success after following in the footsteps of exclusive OTT platforms like Netflix and Amazon Go. According to Juniper Research, the market for OTT platforms is projected to increase by $32B in 2019, as well as see user growth to 332.2 million global video streaming subscribers.
- Virtual Reality and 360
Many of us have seen it on Facebook or The New York Times: a beautiful seascape in a part of Croatia you’d never think to visit, an insider look at the damage from drones sent by the US falling over Yemen…360° and virtual reality capable videos offer us the ability to transport ourselves into parts unknown without ever leaving bed. 2016 was essentially the year that virtual reality became, well, a reality, as headsets only became available last year. More than 12 million units were sold. Before you start imagining an Inception-like future, consider the benefits–global news and travel is more accessible and gaming and sports are more lifelike than ever. Expect more platforms to add VR and 360° support than ever this year.
- Video Storytelling
A tale as old as time: stories can capture the hearts and minds of of those who see and listen to them, and is a powerful method of constructing and communicating a narrative. But what does this have to do with streaming in 2017, you ask? Being able to construct a narrative is an important aspect of building a brand and an effective way of capturing an audience. Concise, graphic-heavy videos that tell a story are wildly popular on social media, and will only continue to grow more popular. Consider the success of sites like Buzzfeed that use these in the majority of their original content. These can also be effective in non-fiction storytelling: video journalism is easier than ever, which is well documented on BuzzFeed News.
- Video Email Marketing
Hesitated before clicking the email link to this blog post? What if it had been a video you could stream within the email? As it has been said many times before, constructing a narrative is an important marketing tool. A study by Animoto revealed that consumers are 50% more likely to real email newsletters that include links to video content. Videos engage a wider audience, which can be confirmed by the 51.9% of global marketers who say that videos have the best ROI. According to Syndcast, video email marketing boosts click-through rates by 65%. Expect businesses to use, and find success in, including video in their email campaigns.
- Multi-Device Consumption
This one is a doozy, and maybe baby boomers will write it off as a “millenial” thing, but consumers have been noted to watch video content with different devices at the same time. Consider it mixing the modern with the traditional by zoning out on your iPhone while zoning out to an episode of Luke Cage on your laptop. It’s science. People are also more likely to seek out video content from multiple websites. Posting videos on one site or social media channel is no longer sufficient. To capture consumers’ attention in 2017, post your videos on one platform like Primcast or ServerRoom and then share it across different social media channels to reach your intended audience.