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The landscape of video content is changing, and not just at home reports IBM. New viewing patterns have created a dramatic shift in the media world as consumers move to cloud-based streaming video to watch their favourite shows on laptops, tablets and mobile phones. Companies have taken note and are ramping up their use of streaming video for the enterprise to keep employees, customers and business partners engaged and informed.
Data pooled on the IBM Cloud Video service from almost a billion views over the past two years illustrate the growth of streaming video within the enterprise, highlighting a significant increase in mobile viewing, content quality and global activity.
The data tracks videos streamed by organisations for both internal and external communications, taking advantage of new cloud technologies to produce and deliver their content directly to audiences around the world.
Here are three key takeaways:
1. Mobile viewership of enterprise cloud-based video increased five-fold
People are all but attached to their phones, so it’s no surprise those habits extend to the workplace. Consumers are accustomed to accessing information on the go, and employees now expect the same level of convenience at work.
Accordingly, the percentage of enterprise streaming on mobile devices was almost five times higher in 2016 than in 2015. Views coming from mobile devices (rather than desktop computers) increased from 5.85 per cent in 2015 to 28.82 per cent in 2016.
2. Video quality within the enterprise is improving
When they’re streaming video for entertainment, viewers expect a seamless experience. Within the enterprise, employees also demand high-quality video. Low-resolution video when live-streaming a presentation or trying to complete employee training can create frustrations that distract from the video’s intended purpose.
The average video file size for the enterprise increased by 29 per cent from 2015 to 2016, rising from .77 gigabytes to 1 gigabyte, according to the IBM Cloud Video data. This is even more remarkable given the average video length decreased by 8 per cent. Enterprise videos are getting shorter, but the files are getting larger, which means companies are making quality a priority.
3. Enterprise viewership outside of the US is rising
The data show that enterprise viewership outside of the US grew by more than 25 per cent from 2015 to 2016, as international businesses increasingly integrate cloud-based video into their strategies. With many employees working from remote locations, video is essential for communicating effectively and making everyone feel part of the team.
Live-streamed video fosters a strong company culture and enables employees to share information with colleagues more efficiently, without sacrificing the visual components or face-to-face communication. It makes one-to-many meetings, such as employee town halls, more engaging for everyone, regardless of where they are located.
Trends support expanded use of enterprise video
From these figures, it’s clear employees and managers alike increasingly rely on streaming video within the enterprise. Enterprise use is a key driver in making video one of the fastest-growing areas of data in the cloud. Within the workplace, cloud-based video has clearly transitioned from an optional technology to an essential communications tool.
As the value of enterprise video increases, more companies will turn to on-the-go streaming through mobile devices and use video to connect remote employees. Just like media and entertainment firms, companies across all industries will look for streaming technologies that meet viewer demands for high-quality video streamed reliably on any connected device, anywhere employees are.