2008, the Year of Distribution for Web Video

We loved reading all the 2007 recaps on the web video industry as well as the predictions for 2008. Upon deciding to write our own predictions (or prediction, rather), we realized that predictions are hard. Especially in an industry that has as much change each month as many do in a year.

But out of our biggest marvel from the past year springs a single prediction: “super-distribution” of video content will become mainstream. This might seem obvious to you. It does to us, but then again, we’re an online video distribution company, so we’ve seen the growth and heard the demands of the industry.

It is impressive to think back for a moment - a year ago the media was abuzz at rumors that the big media companies were in discussions with YouTube. Then, in March, Viacom sues YouTube for not taking down their copyrighted content. That same month, NBC-Universal and News Corp. announce that they would team up to provide prime-time quality content through a website they would develop together. Uh-oh. And the pendulum swings again in April when CBS announces (as the WSJ calls it) “a flurry of deals to distribute shows.” Loosen the grip on your content, tighten the grip on your content. Drive viewers to your content, drive content to your viewers. Back and forth, back and forth, and so often that for those taking cues from the industry, it’s a bit dizzying.

Even with the back and forth, and even though predictions are hard, we predict distribution becomes the prevalent strategy in 2008. As organizations start to realize the lift in viewership they see by doing so, there won’t be any going back.

2 comments January 2nd, 2008