Making predictions about the future isn’t easy in any industry,
but it’s even tougher given the economic downturn of the last
year. In 2008, I predicted that the economy presented more of
an opportunity for our industry than a problem. Looking back
at all three of our shows in 2009 (Streaming Media East,
Streaming Media Europe, and Streaming Media West) we
saw record attendance, and I don’t think there are too many
shows that can say the same. The point isn’t that I’m such a
fabulous prognosticator; it’s that online video is on everyone’s
mind now. It’s no longer, “Oh yeah, we should do that too,” but
rather “Let's get it done...now.” Why ? Well, I could go on and
on, but I'd much rather introduce to you the thought
leaders of our industry in this special annual section,
-Joel Unickow, Publisher
In 2010, OVPs will become even more sophisticated, open, and
extensible, spawning further growth of the global ecosystem of
technologies and services that interface with this fast-growing
industry sector, adding value and generating business opportunities
for partners, OVP vendors and customers.
In the midst of the broad, horizontal adoption of online video
which is changing the way businesses and organizations
communicate, we will also see a raft of changes in the media
industry, most notably the widespread adoption of blended
010 will be another exciting year monetization strategies. Media businesses will roll out a number
2 for online video. Consumer of initiatives in 2010 that augment ad-supported content with
premium access to online video based on subscriptions, micro-
demand for high-quality online video
across desktops and devices has payments and community membership.
sparked a number of industry trends In the television broadcast space, programmers will experiment
that will crystallize in the New Year. with TV Everywhere initiatives, while at the same time bolstering
Organizations and businesses from direct-to-consumer online video offerings that offer direct control
nearly every sector of industry and over advertising, brand experiences, and fan communities.
society have made online video a Lastly, connected televisions and smart phone devices will make
central part of the marketing mix. significant strides in the quest to give consumers access to video
With this proliferation comes a content available on the open Internet. While still lacking an open
complex set of requirements for industry standard that gives consumers true portability for online
publishing, delivery and distribution. video across three screens, the new generation of devices promises
In response to this trend, Online Video to fuel further demand for online video and growth for the industry.
Platforms, or “OVPs,” will become an
increasingly common addition to the
suite of software and services website Jeremy Allaire
publishers rely on day-to-day. FOUNDER, CHAIRMAN, CEO | BRIGHTCOVE INC.
Prediction 2: Market structure asymmetry. Content owners
make money and good margins, content producers don’t, the
OVPs do, the CDNs don’t, and the infrastructure players do.
These asymmetries will be the drivers behind dramatic changes
in business models in 2010 and 2011.
Prediction 3: Consolidation shall commence. There are too
many CDNs and too many OVPs. Every new industry sees too
many entrants with insufficient differentiation. The game of