As a prominent & one of the leading media institution of the country it’s
essential for IAAN to keep up with the trends that are constantly
evolving within Media industry. While innovations and equipment upgrades are
always around the corner, keeping up with the rapid growth of technology has
actually been the easy part. What IAAN has found more interesting is
keeping up with how people consume video content. Recent trends have led to an
explosion in video marketing, mobile advertising and social media. This
increased consumption of video content has become part of the media world.
Here are three of the biggest trends that we’ve seen recently that are shifting
the way we watch content, and in turn, shaping the video production industry.
Streaming Television Services
One
trend that has indirectly affected the industry is how we view entertainment. Live
TV & Online streaming services such as Netflix, Apple TV, Hotstar, Jio TV,
Airtel TV, Amazon Prime TV etc have changed the way we watch television. By
charging a monthly fee, these services are able to offer commercial-free
content to their subscribers. Also becoming a household staple are DVRs, which
give viewers the power to fast-forward through commercials. More than ever,
viewers are watching TV whenever and however they want.
The trend towards commercial-free TV viewing has forced advertisers and
marketers to look for other ways to reach viewers they are not reaching from
television ads. Here’s where the video industry is affected: Clients are coming
to up with the need for video content that can be viewed online and reach the
people that are not watching traditional television anymore. Businesses are
finding the value in producing online videos for marketing purposes, which in
turn has shaped the industry in a great way.
This trend has affected both parties positively by giving way to some great
content and new types of content. Producing commercials for broadcast has
certain restrictions that producing videos for the web avoids. Web videos can
be as long or short as you wish, leaving you with as much time as you need to
tell your brand’s story. Also, with TV you are pressured to create a video that
is an advertisement. With online content, it encourage the clients to focus
less on making sales and more on building their brand and bringing awareness to
who they are and what they do. With the absence of storytelling restrictions, it
able to pitch unique and creative concepts,
resulting in better brand content.
Mobile Devices
In
addition to creating branded content for the web, companies are turning to
another form of video advertising to adapt to the way consumers view content.
As of 2017, users spend more time engaged with mobile screens than with
desktops. Mobile video advertising is growing faster than other forms of
digital advertising, and businesses are recognizing the value of targeting
mobile users.
This trend has even led to the creation of an entirely new style of shot:
Vertical video. With video being viewed so prevalently on mobile devices,
advertisers are adapting by creating videos with a vertical perspective to
complement the way we hold our smartphones and tablets. More and more brands
are producing advertisements with a vertical perspective to cater specifically
to mobile users.
Social Media
Not
only are people watching video on their smartphones, but they are also making
it themselves. Social media apps such as Snapchat, Vine and Facebook’s live
video option have given amateurs a simple, inexpensive method to create and
share video. Brands are also taking advantage of the popularity of social
media.
These days, video seems to be everywhere. But trends such as smartphones,
social media and streaming services have all contributed to changes in how we
view content, which in turn has influenced the video production industry.
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