-->
Save your FREE seat for Streaming Media Connect in February. Register Now!

Online Video Traffic Will Be Higher than Expected, Says Skytide

Article Featured Image

Online video analytics company Skytide has released a white paper called "7 Online Video Trends to Watch in 2012." Its chief prediction is that the already strong projections of online video growth for 2012 are still too low.

After sampling its own customers, Skytide has concluded that online video traffic will grow over 50 percent annually in the near term. That will lead to a "capacity crunch" even greater than the industry is expecting. Communications service providers will face high costs to meet the demand of over-the-top video delivery, the report says.

The white paper also predicts that federated CDN will become a reality in 2012, the use of adaptive bitrate delivery will increase, IPTV and MSOs will develop OTT services, and multiple-screen viewing will become commonplace.

Content owners will be happy to read the prediction that online video ad budgets will soar in 2012. The white paper references an Adap.tv and Digiday finding that online video budgets will increase by 27 percent next year. Skytide sees this creating a virtuous circle, where more ad spending leads to stronger original online video content, which in turn leads to more ad spending.

"The year ahead promises to be full of twists and turns for online video and the digital media supply chain that serves it," says Skytide president and CEO Michael O'Donnell.

The full report can be read online for free.

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Skytide Examines 2012 Predictions; Finds Video IP Traffic Growing

Analytics company rates earlier speculation on CDN federation, video advertising budgets, and more.

CDN Economics: Cost-Avoidance Is the Key Issue

A Content Delivery Summit panel looks at how CDNs can avoid costs such as massive network upgrades while serving an expanding audience.

2012: The Year Ahead for Online Video

2011 marked an inflection point for online video, and 2012 promises to be even bigger and better. We consult with experts to learn what's next.