The State of Corporate Video 2019
This last year has seen continued growth in video content being created by corporates, as it has become a staple of the comms mix. This is no surprise, as 87% of online marketers used video content in 2018, and brands that use video grow revenue 49% faster than those who don't. There has however been a change this year in where and how corporates are using video content and with various platforms looking to expand their reach into live video (according to Cisco live now accounts for 13% of all video traffic) these changes are likely to continue well into next year.
As 2018 progressed we saw an increase in the amount of on-demand and live content, which corporates were placing on social platforms. It would have been hard to comprehend corporates such as Roche, Barclaycard, and other “serious” corporates producing content for Facebook Live even a year ago, but they and many others did just that with notable success.
What did this mean for existing enterprise video platforms (EVPs) who have tried to place themselves at the heart of corporate video strategy?
The EVP market globally was worth around $1.52 billion dollars by the end of 2017 according to a recent report by Global Info Research and this is expected to grow just over 20% a year, each year, until 2023. Given this rate of predicted growth, the key questions are which platforms are in the best position to gain the most from this expanding market and what will the impact of third-party platforms be?
Looking at the Gartner Magic Quadrant for Enterprise Video Content Management for 2018, released in November, familiar names are immediately obvious in Kaltura, Brightcove, Panopto, Qumu, and MediaPlatform.
Kaltura announced expansions in Jerusalem, Paris and Munich in November, employing dozens of new staff as part of a $5 million investment after several large business wins in those areas. The business itself is seen by Gartner to have a deep understanding of the market as well as buyer's needs and use cases. This is backed by a broad range of capabilities and innovative offerings which Gartner believes put Kaltura in a very strong position in the market. Their new Pitch service, which allows sales teams to send personalised and trackable on-demand video to prospects is one such example, delivering a product specifically targeted for a client use case.
Additionally, Kaltura's integration with other services was seen as a strength allowing for customers to run their video content strategy from one central platform.
Kaltura has fewer customers, however, and a weaker global presence than other rivals in the quadrant and the general level of customer support is weak in some areas. The new offices may do something to rectify this but more investment is likely to be required before it can go toe to toe with rivals based on customer support.
Brightcove, despite still making a loss, comes top of the quadrant thanks to its ability to execute with a broad range of customers and integrators and its almost global reach with the only weakness being in South America. Customers' feedback suggested that the audio and video quality of the platform was particularly strong.
The platform's broad offering is strong for those customers and integrators who want to adapt it to a wide range of tasks but the lack of specificity for certain use cases is a significant disadvantage for certain audiences.
There is also a perceived lack of innovation in related areas such as AI and a lack of integration with as many ecosystems as some of its competitors.
Despite these weaknesses, a recent report by Sullivan and Frost suggested that Brightcove was by far the most successful of the companies in this space having around 24% of the total market global online video platform (OVP) market.
The appointment of Rick Hanson, formerly CA Technologies, in the new role of chief revenue officer, suggest that a fundamental change in the sales structure will help deliver a more coherent top down sales approach. This may deal with some of these issues, to not only deliver a more consistent client experience across the organisation but also help drive up average revenue per customer whilst winning new clients.
Panopto's approach has a focus on internal comms and education, particularly universities, and makes a conscious acknowledgement of the variable of quality of clients' networks. It then looks to allay the fears of organisations who believe popular streams may cause network congestion. It seeks to solve this issue by offering cloud, on prem and hybrid solutions to tackle the issues.
The COVID-19 pandemic accelerated the adoption of corporate video, and while Zoom led the way, platforms like Microsoft Teams and Google Meet are doubling down.
Even though video is thriving behind the firewall and companies are finding new ways to succeed with streamed content, signs point to rocky waters ahead for online video platforms.
Do today's corporations prefer to build or buy their video solutions? Online video platforms work to differentiate their offerings, while Facebook shakes up the market.