According to video publishers interviewed for this report, producing video for multiple digital devices is not about creating television-style news with talking heads blandly announcing the news of the day. Nor is it about passively watching entertainment programmes on TV. Publishers are finding that audiences are demanding a different kind of video experience using their mobile, tablet, desktop and laptops to access video content.
They want to immerse themselves in the experience. They want engagement and interaction.
They want to feel as though the announcer is speaking to them personally. They want human interest stories and videos with relevance to their daily lives and information to make their lives more efficient and enjoyable. They want videos on demand. They want to access videos that are recommended by their friends through social sharing. They want videos to autoplay so they don’t have to wait for videos to load, and they don’t want to wait for videos as they buffer.
“They don’t want TV on the Web. They want something they feel a connection to, therefore, what they will share with their networks,” said Inga Thordar, front page editor for bbc.co.uk.
Look out for more Global Video Trends and for more information, or to download the executive summary of the 2015 Global Digital Media Trendbook, go to www.wnmn.org.