In just over two week’s time, FIPP World Media Congress will take place in Cascais, near Lisbon. Alongside a world class agenda, a number of premium event partners will be on hand to assist media companies including KameraOne who empower media companies and publishers with their unique video formats and rich video content platform. (P.S. there are still just a few tickets left for Congress but don’t delay!)
The stats for global video consumption are eye watering – according to data collected by Statista there were over 3Bn internet users watching streamed or downloaded video at least once per month in 2023. To put it into sharper context, the United States alone has 239M YouTube viewers and online videos have an audience reach of 92.3% worldwide.
For publishers looking to capitalise on video consumption and evolving viewer habits, especially amongst Millennials and GenZ, the obstacle is one of resources, expertise and the sheer size of investment needed – and that’s not to mention the associated risks of some videos performing better than others.
KameraOne, a partner at this year’s FIPP World Media Congress 2024, is addressing the challenge by empowering publishers and media organisations with its unique video formats and rich video content platform. Its videos are now reaching over 1 billion consumers in 25+ countries.
In advance of Congress, we caught up with Petr Stransky to find out more about the key trends in video consumption and how publishers can seize the opportunities in front of them.
Mx3HQ: What are the key trends in video consumption that you are witnessing right now?
Petr: First of all, our expertise is in video consumption across all types of media and online platform sites; we do not focus much on social media, with some exceptions. There are several interesting trends we are observing. Unsurprisingly, the main trend is the continuous growth of consumption of UGC (User-Generated Content) or UGC-like videos that capture unexpected events happening to people around the world. Additionally, we see a rapid increase in the consumption of local stories and localized content in general. On a more technical side, vertical video formats are gaining popularity very quickly.
Mx3HQ: Do these trends differ by age group and demographics, or are we seeing an explosion of video consumption across the board?
Petr: Video consumption is rapidly increasing worldwide and across all demographics. However, there are differences in genres, styles, and where videos are consumed, depending on geography and age. We can definitely see that shorter and more dynamic formats are expanding, and there is generally a lot of experimentation in this space.
Mx3HQ: In 2023, individuals watched an average of 17 hours of video per week, marking a slight decline from the preceding year’s average of 19 hours. Has video consumption plateaued?
Petr: There is continuous growth in the short clips space, and more media companies and publishers are adopting video as an important part of their content strategy. The decrease in total hours likely translates to people watching many more shorter videos, which is definitely a key trend we are seeing and where we operate.
Mx3HQ: Focusing on KameraOne, how do you help publishers with their video content? How does your service work?
Petr: Think of us as a video content engine that integrates with any publisher or media company operation. We work across global platforms like MSN or Yahoo, local publishers, broadcasters, and recently, FAST channels and out-of-home platforms. We offer unique video formats, syndicating over 50 stories daily, a rich video content platform with 500+ new stories every day for any editorial team to use, and direct monetization of our videos in cases where publishers do not have their own.
Connect with an unparalleled global network of industry colleagues and join 500 decision-makers from more than 40 countries at the 46th FIPP World Media Congress. See the list of speakers here and the agenda here.
Mx3HQ: The most popular types of videos are music videos, comedies, viral videos, and tutorial or how-to videos. Does your library span all these content types?
Petr: We specialize in short clips, as this is the fastest-growing and arguably most engaging type. Our content covers everything from news to weather, funny stories, animal encounters (one of the most sought-after categories), touching human stories, and everything else happening around us. We provide fresh, authentic stories every day, which is what all audiences want to see.
Mx3HQ: How can publishers be assured that the videos you offer are brand safe? What safeguards do you put in place?
Petr: First of all, we properly license all of our content through our content partners, which include major organizations like AP, CBS News, PA Media and others, as well as numerous smaller professional partners. Secondly, we have a very strong editorial process, supported by our proprietary technology to process videos and all associated metadata, ensuring we maintain high standards.
Mx3HQ: If videos are distributed across social media platforms, it’s the platforms themselves that monetise them. How can publishers be assured that there is ROI when distributing video?
Petr: Great question. Our objective is to ensure our clients and syndication partners make money from our videos. This is why we have become involved in monetization, to help maximize the revenues generated. We are already seeing a shift where social media platforms are used to bring audiences directly to the websites or apps of publishers, where they can directly monetize valuable content.
Mx3HQ: If you had to name one publisher or media organisation that was ‘best in class’ with how they harness video content, can you name them, and how are they impressing you?
Petr: I am impressed by all of our clients and syndication partners as they adapt their strategies to evolving consumer behavior, so it would be unfair to name just one. Additionally, we are fortunate to operate across 25+ countries and an increasing number of languages, and we see many successful, specific strategies tailored to local audience preferences.
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Come and meet Petr in person at the 46th FIPP World Media Congress in Cascais, Portugal between June 4th-6th. Tickets can be purchased here.
