Web Video Continues to Flourish

March 5th, 2006

The second half of 2005 on the Web marked a surge in on-line commercial video distribution. Several historic products and services were released, and mainstream media outlets began offering their video content catalogs available for download. Basically, as the majority of Internet users upgraded to high-speed last year (thanks to the broadband wars of 2005), these users collectively asked the question, “Where’s the video?”

The Web’s second most prevalent stereotype is that it only offers short, choppy, pixelated video. (If you do not know the Web’s number one stereotype, then you must be under the age of eighteen.) However, as more and more users took advantage of cheap broadband deals in 2005, the on-line trends related to Web video began to change.

If you can remember the first day you got broadband at home, your first thought after installation was probably something along the lines of, “OK now, what can I do with this awesome power?” And, in 2005, if you were between the ages of 18-34, then odds are you started going to your computer first for entertainment instead of your television. If you are male, then those odds are even higher. So what’s on?

Viral Videos

Sure, viral videos have been on the Web for several years. These are the homemade amateur videos that usually are in the same vain as America’s Funniest Videos, but are either too violent or lewd to air on national television. However, these videos simply had limited or no commercial value and represented a very limited audience.

Websites like iFilm (http://www.ifilm.com) and, more recently, YouTube (http://www.youtube.com) capitalize on these viral videos by giving them a central source. Most of these videos are sophomoric in nature, but others are quality independent films and some even legitimate news. This genre of Web video has even crossed over to TV. (http://www.vh1.com/shows/dyn/webjunk_20/series.jhtml)

News Video

Naturally, the news media have a future in the world of Web video. They are all trying to figure out the right formula between the traditional television and the Web. But, so far, this has meant a total separation of both distribution channels. However, some corporations, such as CNN (http://www.cnn.com/pipeline/), are experimenting with TV/Web hybrids. That is, websites that blend static, HTML-only text with high-quality broadband video streams. Others offer video playback options on-line with resources for connecting and socializing with other viewers.

Pay-per-download Video

This took a monstrous leap forward with the addition of video to iTunes software (http://www.apple.com/itunes/). Along with this service came a new portable device with video. Apple, partnered with NBC and its library of content, began offering iTunes users the option to purchase video on-line and to view it on a laptops or iPod. Users flocked to the service and continue to do so today. Apple continues to add popular network television shows to its on-line video store.

Google (http://video.google.com) also recently started to distribute Web video and has partnered exclusively with CBS.

Subscription-based Movie Service

Several new interesting “start-ups” (I quoted this because most are owned by large corporations) such as Vongo (http://www.vongo.com) are trying a new formula with downloadable full-length feature films. Vongo offers unlimited access to about 1,000 movies and now nearly 1,500 total pieces of video content for less than $10 per month. Pay-per-view content is also an option at Vongo. If successful, this could be the beginning of the end for physical media such as DVD.

Extension Video

The most intriguing mixture of television and Web video content is what I call “extension video.” These are the websites that offer extended views at content that was either cut by the editors, the network, or just are lengthened versions of the same video offered in broadcast. For example, Comedy Central has a section of its website called “Motherload” (http://www.comedycentral.com/motherload/). Viewers can watch clips from the most popular shows on this channel or view unaired video. They also test certain videos that if popular may be broadcast on television.

Scripps Networks, Inc., the company that distributes and owns content for channels such as HGTV, DIY, and the Food Network, promotes a “video only website.” At Living.com, (http://www.living.com/), users can view clips from its extensive catalog – no text, just pure video.

The Future of Web Video

The line between television and Web video is increasingly blurred. Competition between broadband Internet access providers in 2005 and the release of video in iTunes started a trend that will continue in 2006. Devices and services such as Tivo, Slingbox, and the maturation of the websites mentioned above are all contributing factors.

2006 is the year of video on the Web.

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