At this year’s Consumer Electronics Showcase (CES), which took place earlier this month in Las Vegas, YouTube’s head of global partnerships, Robert Kyncl, gave a speech about the social video editing website’s recent performance and future predictions. His boldest claim that day: online video will account for 90% of all internet traffic within the next 10 years. I am not going to weigh on the soundness of his prediction, but ongoing growth throughout the online video industry seems unavoidable considering recent web trends and user habits.
However, it’s Kyncl’s comments most people care about, and he understands the industry better than most of us. Kyncl said that in the next 10 years, 75% of all new channels will be Internet channels. In other words, the next time Oprah decides to expand her empire, it will converge the web and TV content. If medium exclusive content, particularly TV only material, it will either be very small or on the verge of failure. Likewise televisions, either through their own engineering or the use of third-party devices such as Boxee, will be integrated with online channels such as YouTube or similar video platforms.
Branded content will certainly still exist, companies will always exist where video production viewers congregate, and we’ll continue to see banner ads, commercials, or something different entirely, integrated with our entertainment As such, video is more than a vogue marketing tactic, it’s clearly popular among consumers. Among people. Businesses run on the work of people, and thrive on the business of customers. Modern marketers are lucky. We know where our customers are. They’re online.
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