Trends Report

Market Overview: Video Platforms For Digital Media Companies

From Ancillary Strategy To Critical Growth Opportunity

December 10th, 2014
With contributors:
Stephen Powers , James McQuivey, PhD , Jim Nail , Steven Kesler

Summary

For media companies two years ago, online video was an ancillary strategy; now the conversation is about tapping unrealized revenue streams and converging traditional with digital workflows. For broadcasters like ABC, the goal is growing advertising; for service providers like AT&T and Comcast, it's profiting with new subscription models for digital content. As consumers' expectations for online video change, they will no longer forgive poor user experiences. AD&D professionals, especially at media companies, have to create digital experiences that are as good as — and even better than — what consumers experience on TV today: They need to reach customers, personalize their experiences, and measure and monetize their engagement. And they need to do so while managing the complex rules of distribution online to protect lucrative contracts between programmers and operators. This report tells media companies which video platform vendors are available as they look for help making this transition.

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