Companies that live stream the most events also have the largest archives of business video available for on-demand streaming, according to a recent report from Steve Vonder Haar of Wainhouse Research.
This isn’t coincidence. Enterprise organizations leverage live video to draw bigger audiences, but on-demand video streaming takes the content originating from live video events and turns it into video assets. Live-streamed events are ephemeral, but a live event converted into a file format that supports on-demand streaming is an asset that can be reused and repurposed.
Using video solutions that both broadcast live and record events for on-demand replay, enterprises can take live events, like the CEO Town Hall, to their next logical step, using the recordings to build content libraries that preserve institutional knowledge and promote a culture of knowledge-sharing and employee learning.
Companies paying to produce live events may as well get an on-demand solution that extends the life of that content. By capturing, converting and archiving live events so they’re available for on-demand replay, enterprises extract additional value from live-streamed events they’re already producing.
The results of the Vonder Haar report highlight the close relationship between live and on-demand video and how streaming video libraries develop. Take a look at a few of the head-turning findings:
- 98% of organizations that archive video content say that at least part of their content archives come from the capture of live streaming video events re-purposed for on-demand distribution.
- 31% of organizations with streaming archives say their entire library consists of content originating as live events captured for on-demand replay.
- More than 4 of 5 with streaming archives report that at least half of their library content is made up of recorded live events.
The survey results suggest live streaming is the catalyst for adoption of on-demand streaming solutions within enterprises. Live streaming drives adoption of on-demand streaming solutions because executives can so clearly see the value in extending the life of content that would otherwise be lost instantly.
The strong correlations between live and on-demand content exist despite the complexities of repurposing live content for on-demand use. Not many years ago it took legacy streaming platforms more than a day to transcode live content for on-demand consumption, and some modern streaming platforms still possess less than desirable transcoding times.
“Such a lag in posting particularly diminishes the replay value of high-profile presentations, such as product launches and all-hands employee meetings,” write Vonder Haar. “Viewers desire to see such timely presentations on a ‘near-real time’ basis, and the inability to access on-demand capability cuts into the size of the audience viewing the presentation.”
There are two major forces driving companies to develop massive on-demand video content archives filled largely with live event recordings. The first is that on-demand replay for live events are now available instantly; so, in that way, on-demand is an extension of live video. A near-real time recording draws a larger audience. Instantaneous on-demand is also more engaging. With Ramp Video Live, for example, viewers can start, pause, rewind and then resume live video streams. Ramp’s on-demand functionalities are in real-time.
The second factor is the vast improvements in how content management systems manage and retrieve video documents. Video is born without the major characteristics that make text documents searchable i.e., text. Prior to video content management systems that make video documents searchable, there was little rationale for archiving live event recordings because it was nearly impossible to retrieve what you needed.
“The survey results suggest a correlation between corporate adoption of live and on-demand streaming adoption,” writes Vonder Haar. “Neither type of streaming exists in a vacuum. Rather, companies that use live video extensively are likely to have need for a first-class solution for managing on-demand content, as well.”
Executives must be aware of how live and on-demand solutions work together when choosing an enterprise video solution. Ramp combines a solution for live and on-demand on the same platform.
The major drawback of web conferencing services is they don’t offer an easy way to access the content captured on their platforms. Strong search capabilities are a must-have feature for an enterprise video solution, so users can jump to and retrieve information within a video.
In addition to an on-demand capability that allows viewers to pause and rewind live events, Ramp integrates into existing business communications platforms and provides automatic tagging and transcription services that transform live event recordings into searchable assets.
The key difference between Ramp’s video streaming solutions and other offerings is Ramp is a comprehensive video platform. With Ramp, enterprises looking to integrate on-demand video streaming capabilities into their video strategy can look at it not as the next logical step from live video streaming but more a continuation of the same stride.