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Consumer Outlook: Content Consumption

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Video is going through its own renaissance and advertisers are pivoting to hop on the digital avenue. Last year, video accounted for 73% of web traffic and it is predicted that in 2021, video will make up 82% of all Internet traffic. As content consumption shifts away from traditional television and onto digital platforms, advertisers have an opportunity to produce memorable content for millennials.

Live Video

It is projected that live video will be “the fastest growing segment of internet video thanks to new video offerings like Facebook Live, Twitter’s broadcast of live sports and live over-the-top bundles from companies like AT&T, YouTube and Hulu.” For advertisers, this means that foraying into the Live Video platform will be extremely advantageous to bottom lines. Just as QVC ruled the airwaves for ages, Zappos has an online video catalogue, and now advertisers can try live demonstrations on Facebook Live platforms.

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While TV is not dead yet, cable networks are shifting content towards digital platforms. The Travel Channel and Land Rover recently created a digital series, Uncharted Discoveries, which had a live component to the adventure, asking followers to vote on Facebook Live. The live component dictated exactly what was going to happen in the filmed series. This series also coupled the Travel Channel’s highest-ranking host with a group of digital influencers, marrying traditional TV with modern digital.

Concepts Video has been in the video industry for nearly 35 years, building an expertise in brands despite constant changes to the video industry. Call us today to create Live Video, branded campaigns, and digital content.

Sources

Molla, Rani. An explosion of online video could triple bandwidth consumption again in the next five years. June 8, 2017. https://www.recode.net/2017/6/8/15757594/future-internet-traffic-watch-live-video-facebook-google-netflix

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