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The High Cost of Free

The High Cost FREE Does Online Video Quality Influence Consumer Perception of your Brand? that's almost 1 HOUR 6 BILLION HOURS for every person on Earth! of video are watched EACH MONTH You Tube WOAH. on YouTube There is no denying the power and reach of YouTube. But, are quality issues common with YouTube videos negatively impacting your brand? wE INVESTIGATE. but pirst. WHO IS THE VIDEO CONSUMER OF TODAY? 35% THEY WATCH ON: WATCH VIDEO at least several times per day CONNECTED TVs DESKTOPS LAPTOPS TABLETS SMART PHONES 98% AND THEY'RE WATCHING: WATCH AT HOME Branded Video User-generated Music Videos Content TV & Movies WHAT DOES THIS MEAN FOR YOUR BRAND? There is a massive audience out there, but their expectations for the quality of video experiences are getting higher each day. Percentage of consumers who watch video on 74% 75% of these consumers report buffering and freezing when trying to access YouTube video but YouTube at least weekly is You Tube and 33% who report that buffering interrupts at least watch on YouTube HALF of the videos they watch! which leads to 3 of consumers abandoning the video And for brands, the numbers are extra scary 62% 23% 60% 57% ..... .......... ... are more likely to have a said a poor online video experience would who have been are LESS presented with a poor-quality video experience would LIKELY TO NEGATIVE DISSUADE THEM SHARE a poor quality video experience PERCEPTION FROM ENGAGING with a brand across all of its social media of a brand that HESITATE TO published a poor-quality video experience PURCHASE from the brand properties Brands are Let's face it hurting themselves by relying exclusively on low-quality Quality matters environments. So, should you abandon YouTube altogether? No, of course not. USE A BLENDED DISTRIBUTION STRATEGY TO CAPTURE YOUR FULL AUDIENCE across social media & your own website YouTube facebook. brightcove VIDEOCLOUD An online video platform like BRIGHTCOVE VIDEO CLOUD makes it easy to publish high-quality, branded video experiences on your website while also taking advantage of the inherent reach of YouTube, putting power and control of your brand image back in your hands. lo IN-THE-CLOUD HIGH-QUALITY MULTI-DEVICE ROBUST ENCODING VIDEO STREAMING DISTRIBUTION ANALYTICS LEARN MORE Survey conducted by Isurus Market Research on behalf of Brightcove, between September 24 and September 30, 2013. Data is based on responses from 1,204 consumers who watch online videos at least twice per month. brightcove ©2013 Brightcove Inc. ...........

The High Cost of Free

shared by km4c on Dec 09
A high-quality video experience versus a poor-quality, constantly-buffering video experience can often be the difference between gaining a customer and losing one. And, an over-reliance on free video ...




Kristine MacAulay


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