By Claudia Metura

One of the most effective marketing means is video content. Most corporates are hiring videographers to create compelling video files to showcase brands effectively. A recent survey by Nielsen has revealed that between 2013 and 2015, people in the US have:

·Reduced watching traditional TV (from 155 hours to 149 hours a month)

·Increased watching video on the internet (from 7.34 hours to 10.29 hours a month)

·Increased watching time-shifting TV (from 15 hours to 16 hours a month)

·Increased using smartphone to watch video content (from 1.23 hours to 1.42 hours a month)

If you compared the time spent by people on watching TV, online videos, on-demand cables, and DVRs, you will find that only 52% of the total viewing time in the US gets spent on watching TV, and it is shrinking really fast. A recent survey by Leichtman found the 18-34 age group spending only 41% time watching TV, while the 55+ age group has been spending a little more than 64% of their total viewing time.

The trend of linear TV viewing is dying so fast that even the older generation is shifting to online alternatives for video. A survey by Forrester found that out of a total 4,709 US citizens between 18 and 88 years, only 46% were viewing linear TV in a month. Beginning from millennials right up to baby boomers, they are all shifting to online videos. So the best way to use enterprise video is to serve it as on-demand and short video content.

It is compatible with smartphone users who want a quick view of what they need.

This shift in trend to on-demand TV has actually flung open great scope for innovation. Not just that the entertainment sector can come up with interesting short pieces of information; the corporate sector can leverage advanced features of online video as well. Most corporates have their company videos made interactive. Along with that, they use in-video navigation for training materials and industry manuals for industrial competitiveness.

In terms of domestic viewing, from more than the choice of what to watch, the main change has happened with where to watch. Watching online video is on a sharp rise, and all generations are into it. Grown-ups find online videos a smarter and more convenient option. Some may even be revisiting old TV shows that stopped broadcast years ago.

The reasons behind a rapid shift from linear TV viewing:

·Television sets are usually static and remain fixed to a certain position in your house. The flexibility of the devices used in online viewing modes (other than desktops) helps viewers enjoy their favorite programs even while traveling or being away from home.

·Earlier, people had to adjust their work schedules according to broadcast schedules. Today, viewers are free to watch when they have the time to or wish to.

Almost all generations today, including 40% of adults, want maximum returns for the time and resources they invest. Linear television, fails to provide optimum output when compared with digital viewing. Viewers are able to custom-arrange the programs that interest them according and hence, the digital mode naturally gathers higher popularity. Even when television is trying its best with auto-recording facilities and more, it is not as agile as enterprise and online videos.

Consumer choice is growing and media is no exception. The reason why enterprise video is gaining more popularity is freedom of access. It is what individuals want at the end of the day.

Author Bio: Claudia Metura is an expert in the IT industry with over 12 years of experience. She has collaborated with various companies to work on improving Enterprise video platform for business. She likes to write about business video conferencing, business video collaboration, video technology and has great interest in the latest technology

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