Why is choosing the right online video streaming service important?
Video has always been the most effective medium in implementing a successful digital marketing strategy. Audiences have been observed to retain about 95% of a video rendition, compared to a 10% retention when in text.
Across the globe, one third of online activity is on videos and over half of the video content is watched on mobile. Newer business possibilities for leveraging video communication are coming up and are improving everyday.
Hence, from a business communication standpoint, it is really important that the distribution of the video content is as efficient as possible. Using the right online video streaming service plays a crucial role in maintaining a smooth video distribution through the website.
Also, the online video streaming services in the market offer multiple functionalities and benefits that extend beyond the utility of just video distribution. The following considerations would help businesses choose the right online video streaming service that fits their requirements.
6 Factors to consider while choosing an online video streaming service:
1. Viewing Experience
The key value additions from an online video streaming platform are the viewing experience and the alignment with user preferences. The consistency in video quality across the range of supported devices is very crucial. Besides these, there are other factors which would directly impact the user experience.
For example, consider the distraction happening through advertisements. There is a threshold number of interruptions that an average user would accept, beyond which the viewer engagement goes down. Such factors that directly and indirectly have an impact on the viewer experience will have to be identified, weighed and prioritised. Video hosting services that allow customisation of such factors based on the target audience would help businesses achieve a balance in both leveraging monetary benefits through publishing and achieving user satisfaction.
2. Video Monetization
In today’s world, quality content is invaluable. Monetizing video content expands businesses beyond existing boundaries. Newer avenues for video monetization are explored periodically making this a crucial part of future revenue strategies.
The video hosting service chosen must facilitate businesses capitalise on the monetization strategy and simultaneously improve viewer engagement. Appropriate tools and frameworks must be offered by the hosting service to help customise the monetization strategy according to the target audience.
3. Monitoring Video Performance
Monitoring the performance of published content using different analytics tools is crucial in understanding user behaviour and adapting to the change in needs effectively. In cases wherein the published content targets a specific audience, it is equally important to monitor the performance of the video wrt the defined KPIs.
Video hosting services offering analytics and insights on video performance allow businesses to arrive at inferences that would potentially drive their future content strategies. Also, the interface for publishers to upload, access, and monitor the content must be intuitive.
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4. Data Security
Security content against piracy is an important element in the video publishing business. The chances of losing out on revenue due to piracy can be tackled through proper security measures in video distribution.
Businesses using the services must be able to switch between private and public viewing based on the publishing needs. Hosting services that provide scalable and secure cloud instances across both private and public clouds allow the users to securely distribute their video content.
5. Greater Visibility to Videos
Even when the quality of the content is good, ineffective distribution might not give it enough visibility. An online video streaming service with a structured distribution strategy would essentially help in taking the content across borders.
The hosting service must have internalized the location and legal nuances while structuring the distribution strategy. A video hosting service with such attributes must essentially have an appropriate business model apart from being a technically strong application.
6. Unique Features
Apart from the above considerations, the unique set of features offered by the video hosting service would give businesses an edge. For example, a video transcoding feature helps the viewer stream content across multiple devices like Smartphones, Tablets and Desktops.
If this feature is perceived as the most useful benefit by an end user, it would prove to be a competitive advantage for the publishers. Other similar benefits might include live video streaming, video ingestion, amongst others.
Video delivery mechanisms can have a huge impact on how the published content is accepted amongst prospects. Since the publishing medium plays a significant role in taking the content to the target audience, choosing the right video delivery mechanism plays a crucial role in a successful video marketing strategy.
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