Short-Form Video Content – How It’s Trending
short-form video content – how it’s trending
In an article for Business Insider, Kevin Tran discusses a report by Zenith, part of Publicis Media, which predicts that global online video consumption will grow every year by an average of 9 minutes per day until 2020.
The report states that consumers will spend approximately 84 minutes per day watching online video in 2020, up from 67 minutes per day in 2018.
In addition, Kleiner Perkins’ Internet Trends Report for 2018 shows how mobile video consumption has grown by leaps and bounds since 2015.
Global mobile video consumption in 2015 was around 12 minutes per user per day; now it stands at 35 minutes per user per day.
These trends have led many companies and brands to invest more resources in the creation of short-form video content.
As David Bloom outlines in a recent article for Forbes, Netflix, Amazon Prime Video Direct, and some of China’s biggest tech companies (Baidu, Alibaba, and Tencent) are all exploring short-form video content as a way to connect with consumers.
Scott Paterson, technology and media venture capitalist and co-founder of The QYOU, which is focused on the creation and curation of short-form video content, explains that the attraction of short-form video content lies in the fact that it’s convenient for consumers to view on their phones or tablets while they’re on the go. Paterson says that The QYOU is focused on creating high-quality video content that can connect with consumers where they’re at–and oftentimes where they’re at is on their mobile devices.
As notable figures like Jeffrey Katzenberg raise $1 billion to enter the short-form video entertainment space, it’s clear that competition for viewers will certainly increase in the next few years.
However, even with that increased competition, the goal for media companies and brands is to create a video that provides quality to consumers and engages them.
In a recent recap on The Wrap of a panel discussion about short-form video content, New Form CEO Kathleen Grace was quoted as encouraging creators and distributors to think about more than the constraints of the form.
“Think about more than just length, think about pacing and discovery,” she said. “That’s how we really think about it. We all have a tiny TV in our pocket.”
In the same article on the Wrap, Sam Register, president of the animation and digital series at Warner Bros., talks about taking that adventurous approach that Paterson references, particularly with adapting existing properties, like “Batman” or “Tom & Jerry,” for short-form video and mobile consumption.
Register says, “The fact that someone has been in TV as long as I have, and now I’m looking at just completely wrecking that whole format on some of our biggest properties, may sound a little desperate, but it seems like we need to be in front of that, because the habits are changing completely,”
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