In our recent State of Online Video report, we uncovered a significant trend—the traditional television experience is changing. And although that change may not be right around the corner, we are definitely at a tipping point for how it will evolve in the coming years. Yet even if you aren’t developing “television” content, the young Millennials we surveyed (who are driving this evolution) bring with them a host of expectations for the video experience, expectations they have developed because of how they interact with the primary video source today, television. And it is because of those expectations that you need a strategy for how you will publish your video content in the future. Based on the data in the report, I’ve identified four strategies for succeeding with online video in the world of tomorrow:
- Multi-device—the data from the video report showed that young Millennials use a host of different devices to watch their online video. From smartphones to Apple TV to Xbox, they have a lot of devices they connect to their big screen and use independently to consume video content. That means you need to develop a workflow through which you can publish video that is in the correct format to reach all of these devices.
- Make it an experience—just publishing isn’t enough. Because equally important to the content itself is everything around it. The interface. The website. The advertising. Everything works together to create a content experience for your audience. For example, as the data in our report uncovered, 70% of respondents are okay with online advertising as long as they can skip it (insinuating that being unable to skip it may lead them to abandon your content all together). Knowing what your audience wants in terms of the holistic content experience is crucial to success with online video.
- Long and short form content—there is no “one size fits all” when it comes to online content. As the data from our study reveals, consumers are interested in video of all lengths. Although they primarily watch movies and TV shows when consuming online content, they also watch lots of news and gaming videos while tending to abandon YouTube programming anywhere between 5 and 40 seconds in. It would seem that to succeed in this kind of online video future, you need to create both long and short-form content, perhaps even converting long-form content into shorter clips.
- Publish everywhere—our study showed us viewers, especially young Millennials, are publishing their video to a variety of social networks. Although Facebook dominates and YouTube is high, there was significant content being shared across a variety of other networks like Twitter, Pinterest, and Instagram that makes us believe that this is where they are consuming a lot of video as well. Just publishing your content on your website or on YouTube isn’t enough. You need to publish your video everywhere that this young audience is frequenting.
Don't think that the changing viewer behaviors around video content will take decades to sink in. As our study demonstrates, we can see the impact of them today. And if you aren't already catering to them, you stand the chance of your content (and your brand) being ignored in the coming years.