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Episode 1

Meeting Audience Expectations for Online Video

Episode 1:
Meeting Audience Expectations for Online Video

Ernest Russell: Hi, and welcome to meeting audience expectations for online video. I'm Ernest Russell, also joined by Charlie Kraus from our product marketing team. And today, we'll introduce the bit by bit webinars series. This is episode one, meeting audience expectations for online video. We'll also have five more episodes. Episode two, we'll be getting started with live video delivery, three, getting started with on-demand-video delivery, four optimizing video storage, five security for video delivery, and episode six, choosing the right CDN for video delivery. All of these webinars are available for you to view at your discretion, and they're all modular. So you don't have to watch one before the other, feel free to watch them in any order. So in today's bit by bit webinar, we'll cover meeting audience expectations for online video, including what are the latest online video marketing trends. What are compelling audience experiences, the challenges when delivering online video, the key takeaways, and also the upcoming bit by bit webinars. Now introduce Charlie Kraus to go over some online video market trends.

Charlie Kraus: Hey, hello, everyone. One of the things we're going to talk about first is, as we said, is market trends. So every year at Limelight, we survey online viewers from around the world to watch trends over a period of time. And I pulled out some important ones from the report we have this year. And you see this, there's a call-out at the bottom for the state of online video report. So a couple of things that we noticed that were different this year is what's popular for watching online video. And for the first time we've taken the survey, smartphones became the most popular, and this is driving a new trend in terms of mobile-first type of viewing. Another one is the concept of live sports and latency. What are people, what do people think when they watch sports and issues around spoilers and so forth?

Charlie Kraus: And if the latency was reduced and some of these problems went away, you know, globally 58% said, yes, they'd watch more sports, if that problem could be resolved. As well, market hours viewing video content online is now catching up very quickly with broadcast and cable around the world. In fact, in two countries, it's already starting to exceed it. So you can see on this table that India and Singapore, right now, online viewing has overtaken standard, traditional broadcast viewing. If we look at it by age groups, it's more dramatic. So you can see here that comparing the 18 to 25-year-old group and the 26 to 35 group, they're already watching actually hours more of online video every week over broadcast, and it's a fairly dramatic change based on what we've seen. Our expectations are when we do the survey again next year, we're going to see this. We're going to see this trend continue. Key takeaways from this is the scaling for mobile viewer. So it's not just mobile phones, but you have tablets, but it's just all the different devices that people watch on mobile. And there's going to be implications for mobile-first. If you think about some experiences, you may have on mobile, where people basically present the same sort of web content or web view and you're forced on a little screen to sort of pinch and scroll around to try to operate with it. So when you have to consider mobile-first viewers, it really has implications across a broad part of the experience. And it has to do with the way you designed the whole user experience in terms of what are they going to see on their phone? You have to think mobile-first; it can't be just, let's just give them our standard web content and let them fight with it on a phone. With latency, there are several issues here. One is certainly the spoiler issue that drives a lot of these people watching online versus people watching on the broadcast. This can be up to a minute difference, and you have the spoiler thing where somebody watching on the event, the client says something about a goal, and somebody that watches online says, wow, I haven't seen that. It takes a minute later. And that's just one driver. A more bigger driver is that if you can get this latency down, it opens the opportunity for interactivity, which will drive actually new business opportunities and new experiences that you can give him. So the latency issue is important in that it's more than just the spoiler issue. It really changes the whole business dynamics of this. And as online video overtakes broadcast as, and as we've seen that, and this is going to go on, it just means you have to think strategically in the future, if, as this trend continues that looking at the content that people watch online versus broadcast and what that means in terms of how are you going to drive your business forward? The kind of content you're going to develop the scaling of your business and how you're going to deliver that. Because when you think of the ratios of a big sports event, where it can be a hundred million or more on broadcast, and the streamers are in the say millions to tens of millions, that's going to change rapidly over the next few years, which has huge implications about infrastructure and bringing forth a lot of challenges. So I'm going to turn this back over to Ernest now, who's going to get more specific about the various challenges and solutions to them. Take it away.

Ernest Russell: Thanks, Charlie. So, as Charlie said, their viewers are watching on more different devices, especially even just within the smartphone arena. There are so many different devices that viewers are watching on. So part of the complexity, when we're delivering video online, is preparing for those different devices and formats, and all out of all of those different devices, each one will have, will require transforming video correctly for, for each, for that device. Whether it be an Apple phone or Android phone or a desktop or OTT device. And the next challenge that we face when delivering video online, and this is across many industries and use cases is the global reach and scale reaching a broad audience scaling for not only a large audience but audiences that are dispersed within different regions or are multiple regions globally. And then the next challenge we have is low latency video. Sometimes latency doesn't matter too much, especially when delivering video on demand. We may not need to deliver with low latency, but when we're dealing with especially live streaming events, large live streaming events, audience interactivity can become important. And as your latency decreases, the opportunity for interactivity increases, and that's the reason why we want to reduce the latency, especially when delivering live video. And then protecting your video content should always be top of mind, and that's not just controlling access to your video content, but also securing that video from an unauthorized download, unauthorized distribution and protecting your infrastructure from network attacks. And so in the bit by bit series, we'll start to address the challenges that I presented here. Starting in, again, you watch these in any order they're modular. But the one that I'll get started with here is getting started with live video delivery. And that's making the packaging and distribution of live video easier, also getting started with on-demand video delivery. And so delivering on-demand to the multitude of devices that we, we talked about to audiences that want to watch video on demand, where do you, where do you get started? What are some things you should consider there? Also, optimizing video storage and in that webinar, I will cover automating origin storage and how to get faster performance and improve video experience. Also, security, of course, will cover how to secure your delivery and ensure that your content is only available to authorized viewers, and we'll cover choosing the right CDN for video delivery. And with this webinar, you learn how a CDN works and how they can help deliver the best viewer experiences. And we'll also recommend some solutions for you there. Thank you for joining us, and we hope to see you soon for the bit by bit webinar series.