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Streaming Video Content Strategies


Joe Mozden, Jr. is CEO of Sonic Foundry, the trusted leader for video creation, management solutions as well as virtual and hybrid events.

Many people think of streaming video as YouTube programming, movies on Netflix or ad hoc meetings on Zoom or Teams, but there’s much more value in collecting, organizing, storing and providing access to videos. The challenge is finding ways to leverage that content, not just for direct revenue, but for other organizational benefits. Here are some ideas.

Creating Video Classrooms

Most college students can’t take in 100% of a live classroom lecture or lab. Having a library of video content allows students to replay lectures for information they might have missed during an in-person class, and it allows universities to expand their reach across the globe.

For example, the University of California’s webcast.berkeley has made online video and audio available through its portal. Millions of viewers from around the world have tuned in to view over 16,000 hours of content. Similarly, Cornellcast is a site hosted by Cornell University that offers streaming lectures on a range of academic subjects, and MIT World provides more than 800 on-demand videos covering public events held at MIT.

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Enhancing Corporate Meetings

Corporate training departments have used video for years, but the ability to capture video of executive speeches and important meetings is relatively new. Some companies are holding video town halls and finding that audience satisfaction and attention are hitting new highs.

All-hands meetings can be costly when done in person, but streaming video can reach more employees while allowing them two-way interaction with executives through Q&A modules. Companies can also consider using streaming video for training sessions, employee recognitions and department updates.

Better Collaboration in Healthcare

Live streaming has even found its way into healthcare education. In 2016, two doctors at the University of California Irvine live-streamed a colonoscopy to demystify the procedure and raise awareness about the importance of colonoscopies. They even set up a Twitter chat where they answered questions from prospective patients during the procedure.

Other healthcare organizations are using streaming video to educate and serve patients, offering video visits as an alternative to in-person visits and a more efficient way for doctors and patients to connect.

What’s Next?

As streaming video applications grow, video platform developers are looking at incorporating new technologies such as augmented reality (AR), 360-degree video and artificial intelligence (AI). For example, Snap just launched a new feature that allows users to use Snap’s Camera Kit with their streaming, video chats, gaming and professional meetings. This feature will give users numerous choices to highlight and focus on the speaker in their video streams and convey visual cues and emotions more easily.

Incorporation of 360-degree video provides an immersive experience for viewers, allowing them to “look around” in a video and see images from different angles, as in this roller coaster video. In the future, 360-degee video will have more practical uses for business in video meetings and site tours.

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AI is now emerging as a way to optimize video streaming performance by automatically determining the video delivery rate to optimize bandwidth usage while maintaining acceptable quality for viewers. Network bandwidth capacity is constantly changing, so this optimization is a welcome addition.

The streaming industry is also looking ahead to using AI to create customized network settings (such as the streaming speed and delay) based on the type of content being streamed. For example, the AI engine might escalate streaming performance for action-oriented content, while reducing it for slower content.

Streaming video is coming of age as a highly efficient, highly evocative way to transfer information to users in geographically distributed locations, whether for classroom content, corporate meetings or better learning and collaboration. The Covid-19 pandemic escalated this need, and now that organizational streaming video is here to stay, it’s going to get better and better.


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