Jeremy Allaire, Brightcove: Reaching Viewers in a Complex and Fragmented Video Landscape

I met with Jeremy Allaire, Chairman and CEO of Brightcove, at the Online Video Platform Summit to get a summary of his keynote address, where he shared his view of the increasingly complex and fragmented landscape for online video publishing and the multi-platform distribution strategies organizations need to have in place to achieve success with their video initiatives.

In his keynote, The New Video Landscape: Multi-platform Distribution, Monetization, and Fragmentation, Allaire described the rapid growth of online video in 2010 with monthly video growing to a staggering 30 billion views. He pointed out that online video is now more than 50% of Internet traffic in the U.S. and it's estimated that it will will grow to 90% by 2013. But while consumer demand, growth trends, and broad industry adoption introduce exciting new opportunity, Allaire says the complex and fragmented device landscape is introducing new challenges for online video publishers. In particular, Apple's release of the iPad started the HTML5/H.264 video vs. Flash debate over the future of web content and application runtime formats, which Allaire wrote about earlier in the year in a guest post on TechCrunch.

Allaire says increased bandwidth capacity and demand for higher quality video experiences have required publishers to render multiple versions of their content for multi-bitrate streaming. In addition, there is a tsunami of new connected devices consumers are using to access video which all use a variety of video runtimes creating a fragmented publishing environment.

"We've moved from the world of people publishing video to the PC web with Flash, to needing to have video on tablets and smart phones -- both web browsing and native apps, that people do across a lot of different platforms -- and the emergence of connected TVs are yet another set of platforms that are going to create these challenges for publishers. And then, the explosion of social media sites as sources of traffic and valuable forms of customer engagement. the world has changed a lot in the last 12 months and that's actually created a huge amount of challenges and a huge amount of opportunities."
Read more: http://bit.ly/frS5SI
Distributed by Tubemogul.

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