When mobile encounters video: The TV era is over

"Mobile technology now has the ability to subvert the industry, especially in the online video field, because of the emergence of mobile devices," said Belsaza Lipp Belsasar Lepe, co-founder and solution department vice president of Ooyala, a network video service provider, in the technology news website Re/code. Viewers have been watching video for more and more time on the mobile side, and the TV era is gone forever. The combination of mobile and online video is like the rise of the packaging plastics industry in the last century of the 60.

The following are the main contents of the article:

In the 1967 classic film "Graduate" (The graduate), Mr. McGuire (Mr. McGuire, Walter Brook walterbrooke), when imparting career advice to the protagonist Benjamin (Benjamin, Dustin Hoffman Dustin Hoffman), said two words: plastic. If you put the story of this movie into the present, then this conversation may become:

Mr. McGuire: I just want to say two words to you, two words.

Benjamin: Yes, sir.

Mr. McGuire: Are you listening?

Benjamin: Yes, I'm listening.

Mr. McGuire: Move.

Benjamin: What exactly do you mean?

Mr. McGuire: There is a great prospect in the mobile field.

In the 60 's, plastic "met" the packaging, completely changed the entire packaging industry. In the 21st century, the driving force behind industry change will come from mobile technology. All the industries that mobile touches are quietly changing, such as communications, business, and, of course, gaming and online video. Now, there are some development trends in the mobile online video industry that have the impetus to reform, which offers both opportunities and challenges to the market. In addition to business, the audience is also a market participant, they can also benefit from:

Mobile Mania

In order to understand the far-reaching impact that mobility continues to bring to the online video industry, we must be aware of the pervasive nature of mobile devices. People are familiar with the form of movement, but the move is no longer just a platform, but a cultural shift. It's no exaggeration to say that everyone has a mobile device. Cisco estimates that in 2018, the per capita number of mobile devices will be 1.4.

The phenomenon of mobile mania has not escaped the entertainment industry's discernment. Dozens of of entertainment companies are moving to the mobile world, hoping to fully enjoy the rich personal opportunities of a screen/audience (one Screen/one viewer) experience in the many opportunities of mobile technology.

In 2014 CES (International Consumer Electronics Show), the entertainment industry's big Hand has released new mobile strategy, such as NBC Universal (NBC Universal), WWE (World Wrestling Entertainment), Time Warner (Times Warner), US satellite TV giant Dish and US cable network operator Cox (Cox) communications company. In addition, the study also showed that last year, mobile-end and tablet video viewing volume increased by more than one times. With the rapid development of mobile video market, enterprises are bound to see such a word: mobile field prospects are huge, now join this game, otherwise it will fall behind.

The length of the content

The factors that can affect mobile video, such as habits, device performance, and support technologies, are changing all the time. Previously on the mobile end of video viewing mainly in the short term content based on the assumption, is already obsolete. So if you want to join and fight in the end, industry participants must be far-sighted and responsive.

In the third quarter of 2013, tablet users spent 25% of their video viewing time watching video content for more than 60 minutes. It is because of the continuous improvement of the performance of mobile devices, such as larger screens, higher resolution, faster chip speeds and quicker network connections, mobile viewers can watch longer videos, and content providers have a new opportunity to interact with the audience.

Through data analysis, content providers will be able to better understand the user's viewing habits, such as what devices viewers use to watch different lengths of video, and the time to watch video, so as to maximize opportunities. Not only content providers, but viewers can also benefit from these perceptions. Content publishers can introduce guided tours based on the viewer's schedule, as well as the daily and weekly video viewing preference time. More and more personalized content can not only improve the ratings, content providers can also use this to better commercialize content.

Quality Assurance

Content publishers can provide content that matches their appetites based on the tastes of the mobile audience, but if the content is delivered at a slower rate, everything is in vain. In fact, the quality of content delivery directly affects the loss of audience groups. A recent study found that as long as a two-second delay in the video, the audience will start to give up the video, each delay a second, will lose 6% of the audience. As things go, mobile viewers and broadcasters are subject to downloads and playback problems caused by the UI (user interface), mobile device fragmentation, and so on. If video publishers want viewers to continue to watch video through mobile devices, they create a straightforward and enjoyable user experience with a unified UI and application across devices.

Sports Live

For mobile experience, convenience, especially the ability to access information anytime and anywhere, is the core. For this reason, mobile devices are ideal for on-site video delivery, especially sporting events live. While the ownership of sports shows is still held in the hands of a handful of people, such as the National rugby union's exclusive NCAA LEAGUE,NFL, the Adobe report shows that 25% of all sporting-event video content is viewed through mobile devices. NBC Universal recognized the trend and launched a range of mobile apps to allow viewers to watch the Winter Olympics through mobile devices.

However, despite the increase in the content of the site, but still by 20% of online content viewers, video playback 10 seconds before the viewing window is closed. This can be attributed to the fact that there is no interest, or technical problems, such as signal acquisition, cross device content delivery, and content protection.

Now, content publishers are counting on new mobile features and apps to help them keep live spectators, because the longer they stay, the more likely they are to commercialize their content. For example, the content provider allows audiences to mark their favorite teams and players, and according to the development of the game to "praise" or "Shh", and the provider can provide the audience with customized content.

Viewers can also look forward to online sports events and real-time data interaction, such as Multi-angle cameras, player tracking, and so on. In addition, participation in sports events will no longer only sports federations, dealers and brand advertisers can also use the online streaming live games to interact with customers.

Two screens

With the increasing use of mobile devices, traditional viewing modes such as televisions have been neglected. Analysis data showed that Friday and Saturday nights were video viewing peaks for mobile devices. In general, mobile device usage is likely to surge between 8 o'clock and 10 in the evening, after which there is a significant reduction. However, the highest increase in mobile video playback is at 5 to 6 hours of the morning.

A large audience usually uses two screens to watch simultaneously, while the mobile device is playing video content while watching TV. Most smartphone and tablet users are surfing the Internet, accessing social networks or querying information while watching TV, according to Nielson, a market research institute. In addition to social use, mobile device users are turning to mobile apps such as TV Guide Mobile. These apps can help viewers learn more about what they're watching, locate new content based on their preferences, and even connect to other audiences who like them on the show.

Know the audience's daily and weekly content consumption peaks, and understand how people device conversion, which can help content publishers and advertisers to determine the time and place of advertising, thereby maximizing mobile revenue. Content publishers can rely on data to better understand the nuances of different devices. For example, viewers watch video content on TV and mobile devices, and the impact of social networking on ratings. Viewers can also benefit from this data, for example, content publishers can use the user to share data, the content recommendation service better and the second screen viewing experience integration.

Plastic to Mobile said: "Inheriting tradition." ”

There is no doubt that the impact of the intersection of mobile and online video will continue to ferment in these two industries. Although both are in the early stages of development, the technology of these two industries not only has a huge potential for consumption, but also has a strong commercial appeal. Like the plastics of the 60 's, no one ever thought of the intersection of print technology and plastic production, and for the current mobile and online video market, the future of the two would be what they would look like, no one knew, only to wait.

(Responsible editor: Lu Guang)