Several executive predictions are presented. Jeremy Allaire, founder, chairman, CEO, Brightcove Inc, said that 2010 will be another exciting year for online video. Consumer demand for high-quality online video across desktops and devices has sparked a number of industry trends that will crystallize in the New Year. Ben Chodor, president, Stream57, said that two years ago, they predicted that the webcasting and online video industry was about to go primetime. Then last year, the recession smashed open the streaming media floodgates and every major company jumped in all at once. This year they can keep them all afloat. In 2010, it's about fine-tuning -- broadband infrastructure is in place, their software can deliver the goods -- innovative video projects are waiting to be launched. They can blow'em right out of the water if they do it right. Peter Csathy, CEO, Sorenson Media, said that in 2010, expect the business of professionally produced online video to expand dramatically.
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, Executive Predictions. -Joel Unickow, Publisher Executive Predictions 2010 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. sponsored supplement 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
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