Online Video: A Changing Picture
Coming soon to a screen near you: Convergence.
The term “convergence” may sound retro, a notion tossed around in the 1990s that never really came to pass. But don’t be fooled.
Today, the bulk of video consumed online is snackable video—bite-sized entertainment—rather than a complete meal of full TV episodes or full-length movies.
The most popular online video content, watched by 40% or more of the US online video audience, consists of short pieces of five minutes or less: news clips, jokes, movie trailers, music videos, clips from TV shows and entertainment news.
”As technology problems are solved, however, making the computer-television connection more viable and pleasurable for the average consumer,” says David Hallerman, eMarketer Senior Analyst and author of the new report, Online Video Content: The New TV Audience, “online video content will expand in both length and breadth, and professionally-produced material will account for a large part of the menu.”
It hasn’t happened yet, but full-blown convergence between television and the Internet is on the way.
”The trend toward greater video convergence is being driven by factors such as broadband, digital TV and, ironically, the fragmentation of the audience,” says Mr. Hallerman. “Fragmentation is forcing traditional television players, the networks and studios, to reach out where the audience lives.”
Read more - eMarketer
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