What have been the major barriers to online video being successful in the past and how can they be overcome?
The number of people accessing mobile videos is likely to rise considerably over the coming years, the latest statistics from eMarketer suggest. It predicts that in the US alone, the population using such content will rise by almost 30 per cent in 2010, with this set to double by 2013.
This year alone, around 7.7 per cent of the total US population have looked at online video content. Figures include those who have accessed videos through downloads, applications and even internet browsers.
Noah Elkin, eMarketer senior analyst, commented: "Video consumption on mobile phones can take place through various channels, including paid and free applications, mobile websites, pay-per-view downloads and subscriptions through mobile carriers." He also referred to video as "the most fragmented" of the three major categories in the mobile sector.
The website noted that these results show there are massive opportunities to be had by the online video sector, with revenues expected to triple between 2009 and 2014. The ad-supported sector in particular is expected to thrive, with revenues predicted to post a 60 per cent compound annual growth rate during this period alone.
In the past, it has been noted that the slow uptake of mobile video has been due to costly subscriptions and quality of viewing experience. With these areas constantly being addressed, it is possible that online video advertising could finally be coming to the fore.
It was recently announced that comScore has launched Video Metrix 2.0 to measure the evolving web video landscape. The service provides a number of enhancements - including reporting of online video ad impressions – designed to better align with the realities of the advertising sector.