Survey: Enterprise software should take video seriously

Kaltura, the video technology provider, has published its fourth annual State of Video in the Enterprise report, an international study of almost 650 enterprise professionals that examines the evolving use of video in business. The results reveal that large organisations now consider the integration of video content and workflows into all of their key technology platforms an important requirement. Many of these platforms already support direct integration of video content and workflows, however many key platforms are still lacking in their ability to fully support video natively.

Specifically, 90 per cent of respondents from large businesses believe that video content and workflows should be integrated into their learning management systems, 89 per cent into content management systems, 77 per cent into social business platforms, and 93 per cent into CRM/marketing automation systems.

“Video is increasingly seen as a critical new data type that any system needs to fully support. With an overwhelming amount of respondents from large businesses looking for video in their existing systems, it becomes increasingly clear to us that many enterprise software platforms still have insufficient support for video,” said Kaltura’s Co-founder, President & General Manager – Enterprise & Learning, Dr Michal Tsur.

“The demand stems from user behaviour, but also from the fact that video actually presents unique engagement metrics for businesses to track and learn from. We continue to work closely with all of the leading software platforms to add native support for video using our Video-Platform-as-a-Service,” Tsur added.

Employee video creation on the rise

The survey also found that active video creation by employees is on the rise, with over half (53 per cent) of all respondents reporting that their organisations are creating more video content in 2017 than they did last year.

Over a quarter use video for more than 5 use cases

Interestingly, over a quarter of large companies (29 per cent) already use video for 5 – 8 different use cases, while 91 per cent use it for at least two. Use cases include: brand awareness (e.g. website video, social media, & advertising, 73 per cent),employee-generated content (69 per cent),public event broadcasting (46 per cent), learning/training (89 per cent), internal communications (84 per cent), and internal live broadcasts (60 per cent).

Webcasting proving popular

Continuing on the theme of live broadcasts, webcasting – for the purposes of this survey defined as ‘a media presentation by one or more speakers that is distributed over the Internet to many simultaneous viewers’ – is proving popular. Almost three-quarters of respondents from large organisations (71 per cent) use webcasting for C-suite communications (C-suite), and almost half (49 per cent) use it for employee training.

Video management strategies

In parallel, as video creation and viewing volumes rise, large organisations are focusing on improving the way video is managed internally. When asked about plans to consolidate the various systems under a few centrally managed solutions, 33 per cent say that they have already consolidated or are in the process of doing so, while another 32 per cent plan to do so. One way of organising video content across the organisation is with a video portal, which is already deployed by 67 per cent of large organisations.

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