Caretta Research co-founder and research director Tom Morrod has highlighted a quiet revolution as the pro-AV industry and the media industry converge.
Speaking at the start of the Content Production & Distribution Summit, Morrod said: “Premium content is no longer the preserve of big media, pro-video tools are now cheap and accessible, so it is critical to package video tools to address different users and uses.”
The big picture, he said, is that, “customers, fans, colleagues, employees and audiences are now all accessible via video – video consumption behaviours have fundamentally changed, making video a powerful and democratised engagement tool.
“So vendors need to find ways to talk to the new user groups to communicate how they help solve specific problems.”
Morrod identified the growth of a new group of users for online video as one of the key disruptors. “The world has moved online. The total volume of user-generated content from places such as YouTube is now 25x bigger than professional. But there are still 10x more viewing hours and 20x more revenues in traditional media despite production drifting towards new use cases.
“Now companies can use FAST channels, which are innovating the business model for TV, across corporate areas such as marketing, outreach and brand building, with technology such as GenAI lowering the bar to do complex video production.”
In a Content Production & Distribution Summit panel session discussing the trends impacting the sector, Alain Polgar, SVP, EMEA & APAC sales, Chyron, also identified the significant growth of a new group of non-professional users. “Everybody sees the same trends. People want to use the best tools to tell a better story in a higher quality.”
Abi Hemingway, managing director, Jackshoot, added: “Corporates now want proper lighting and cameras, they want that quality because they have the desire to elevate their content after the webcams of the pandemic era.”
Kevin Schwutke SVP, business unit solutions, Arri Group, confirmed: “CEO videos are much higher quality, and the widespread adoption of IP-based production is making life much easier.”
