Videos are critical, in today’s world, in content marketing, education, learning and development, corporate communications and entertainment to name a few. They play a key role in SEO. Technology around video creation, distribution, streaming and management is becoming more and more sophisticated. Since video content is growing leaps and bounds, CMS around videos and Video hosting have become specialized domains. Video content consumption and usage inside an enterprise is proliferating - key drivers being company coverage of business events, employee generated content, on-demand training for employees. As per industry reports, videos alone are expected to make up 82% of all internet traffic in 2021. Business leaders need to be aware of the evolution of technology in the video industry as they are important users of these platforms.
In this section, we consider Video CMS, Video hosting, Video streaming technologies and Video creation tools to be included under the broad umbrella of Video Platforms.
According to Gartner, enterprise video content management (EVCM) comprises products intended to manage and facilitate the delivery of one-to-any, on-demand or live video across internet protocols. It may also include associated network services — content delivery networks (CDN) or enterprise content delivery networks (ECDN) — intended to facilitate the delivery of video. EVCM serves workers and customers who need to watch — and workers who need to share — videos.
Video content is characterized by the large size of the files and the wide variety of video formats. Videos take up higher storage and network traffic, need specialized delivery and streaming capabilities and need specialized tools. Video CMS are purpose built CMS systems to manage video content securely and at scale. Video CMS help to centrally store, organize and manage video content. They provide critical capabilities to capture, create and modify video content. They also help to play, deliver and stream video content online.
Video management systems also provide custom portals purpose built for videos through which users can easily locate, play, create and share videos. This is especially needed for self-paced trainings, video based knowledge sharing within an enterprise.
Video Hosting Platforms
Video content, by its very nature, tends to be much heavier than text or audio content. A single video with 720p will be typically above 100MB in size compared to normal text content or images which will be generally few MB in size. This makes the task of hosting, sharing and distributing such content much more complex. Just imagine hundred visitors to your website coming to view a single video and how much stress it will put on your hosting environment. This is where video hosting platforms come to play. Video hosting platforms are specifically designed for such a purpose. They simplify and ease the process of uploading and sharing high-quality videos with your audience, without server lag or your website going down. This makes sharing of video content much more reliable.
There are both free and paid versions of third party video hosting platforms. YouTube is one of the most popular video hosting platforms ideal for users and businesses who wish to tap into a huge audience. Dailymotion and Facebook are other popular platforms - these are also social platforms for video sharing.
Video Streaming Platforms
Live streaming platforms are video hosting solutions that let users broadcast live video content to their audience. Such platforms are used by both professional broadcasters and businesses. Businesses use these platforms for lead generation, advertising and building brand awareness and internally for training, collaboration and corporate communication. Video streaming is an essential part of Enterprise video content management platforms.
Video can be streamed live where a large set of audience watch the video simultaneously or can be streamed on demand from recorded videos for individual use. The Covid-19 pandemic situation has seen enormous increase in the usage of video. The video platform vendors have seen a two-three fold increase in video consumption. The demand for live streaming has increased due to increase in virtual events and on-demand video consumption has increased in all spheres - entertainment, education, training to name a few.
The video content streamed from the platform can be played on a variety of devices with varied types of resolutions - the final video experience is derived from the video player. The streaming engine in the platform delivers video content through a variety of networks either from live feed or recorded video. The video has to be transcoded into a variety of resolutions and bitrates before egress into players to match the different capabilities of the devices and the associated networks. This ensures that video quality is superior without any buffering. So streaming platforms. So in the selection of streaming platforms, technology compatibility, protocols supported in transcoding, supported encoders play a key role.
Streaming TV shows, movies, and other types of video over the Internet to all manner of devices, once a fringe habit, is now a squarely mainstream practice. Even people still paying for cable or satellite service often also have Netflix or Hulu accounts.
YouTube and Facebook Live continue to be some of the most popular platforms for live streaming due to availability of a large target audience. These social platforms are popular with amateur broadcasters and individual users. However, professional broadcasters and businesses do prefer to use other platforms like Brightcove, Dacast, Qumu because they provide professional grade tools and better video monetization. Some educational institutions block social sites and hence rely on other professional platforms for live streaming.