The business benefits of streaming video are widely understood, right? Webcast events enabled by streaming platforms are a cost-efficient way for executives to reach large, distributed audiences. Streaming technologies also enable businesses to capture, manage and extend the reach of webcasts and other video content originating from video conferencing systems and other business communication platforms and venues.
These benefits are well known to business executives. But, as it pertains to today’s business world, the real value in streaming is its ability to securely broadcast live video – real-time communications from executives to a distributed audience of customers, employees, analysts or investors.
A new report from Steve Vonder Haar of Wainhouse Research Group takes a look at how and why businesses are leveraging live streaming to build business benefit. The results reveal the current state of live video as a means of communication in the enterprise as well as a look at its future.
Live Streaming is quickly being incorporated into workflow processes.
In 2013, 38% of respondents said they’ve viewed live broadcasts at work. That number jumped to 54% in 2014. New technologies provide greater reliability – and more importantly, greater security – for live streaming events. As a result, more and more businesses are adopting streaming solutions and integrating them into their enterprise workflow processes.
Expect adoption rates to spike again in 2015.
How about adoption of live video streaming in enterprises? Are companies that have invested in video streaming using it? Widespread adoption isn’t possible without first creating a video culture, and that requires buy-in throughout the organization.
Executives clearly realize the business value of live streaming and are actively investing and incorporating live streaming solutions because a staggering 70% of respondents said they’ve viewed a live-streamed broadcast at work in the past year.
This survey provides valuable insight into adoption trends because it also gives the perspective of the viewer, the employee. That’s a perspective not necessarily derived from the bottom line and more telling of video culture.
In the 2014 survey, Wainhouse Research asked respondents who had viewed a live streamed event at work if they believe their organization should do more to capitalize on currently available video technologies to enhance communications.
- 62% of respondents who currently view live video daily at work say they “strongly agree” to the idea of more extensive video use.
- Of respondents who currently view live video less than monthly, only 16% say they “strongly agree” with the idea of expanded video adoption.
“Historically, the greatest gains in viewership and investment in streaming technologies come from those who already use live video extensively,” notes Vonder Haar. “In short, live video viewership begets even more streaming usage.”
Enterprises using live streaming business video as a mainstay are transforming how they do business and see the benefits of accelerating adoption. Streaming video is changing how enterprises do business and in the process it is becoming big business.