Video platforms are the technology solutions that essentially help organizations make the most out of their video content in the digital world. YouTube is one famous example of such a platform, but there are numerous ones out there, each of a different type and built with a different purpose.
But what exactly is a video platform? How would you define it? What is its history? In this blog we discuss all of this and have compiled a list of different types of video platforms out there in the market today.
What is a Video Platform?
Trustradius defines a video platform as “a place allowing users to upload, store and deliver video content, and use analytic tools for marketing purposes (e.g.: lead generation, advertising, conversion etc.).”
A video platform as defined by Mordor Intelligence is, “a video hosting service that helps users to upload, view, store, and stream video content over the internet.”
We like to define it as a platform that essentially helps organizations and individuals deliver video content to their intended audiences.
The History: Evolution of Video Platforms
According to one of the Buffer reports: The State of Social, 24% of businesses are publishing a new video every week.
It is incredible that billions of hours of video data are consumed within a day and that too in high quality. But how did such large-scale data transmissions become possible without burning a proverbial hole in budget pockets? Here is a brief history of how video sharing became widespread:
Back in 1990’s, video management was restricted to uploading video files online. ShareYourWorld.com was the first video hosting site. However, the company was facing difficulty in keeping up with the growth in both content and user base. Owing to the serious budget, transcoding technology and large bandwidth issues, the company ended in 2001.
When it comes to marketing, Pandora TV is the first video sharing website to have user-generated video clips with advertisements. The company is from South Korea which came into being in 2004. It was able to sustain its operations as it provided users with unlimited storage for upload.
After 2004, YouTube stepped on the digital stage and became a staple for user-generated content serving as an alternative to television shows. Due to its popularity, many people are aware of YouTube and consider it to be the first true video platform.
The main reason we see a plethora of video platforms with HD quality streaming is because of video compression technology. Since the mid of 1990’s, online video usage consumption has escalated to staggering levels, while costs associated with large bandwidth access and storage space have gone down sharply.
Web-based video editing tools invested time to replicate functionality which is available in offline video-based editing tools like Windows Movie Maker and iMovie, which allow users to crop their videos to a smaller size. Some of the names offering this service are Animoto, Pixorial, Blackbird, Dailymotion, and WeVideo.
Owing to security, privacy and content ownership challenges, over time, tech companies developed vide platforms for business use; Vimeo, Brightcove, VIDIZMO to name a few. These help businesses stream video to carry out their business goals. However, they come in different types, each for a specific purpose.
One should deliberate on what the purpose of their video content holds and how they can manage it better; not all videos are meant to be shared with the public, and not every employee should be allowed to see/edit videos as the nature of information may be sensitive and confidential.
To help you understand better, we have compiled a list of the types of video platforms.
Types of Video Platforms
Depending on the nature of their business, organizations can choose a type which fits a particular purpose. Those that wish to invest in a complete video management system should opt for an Enterprise Video Content Management System which introduces an added feature of securely delivering content to stakeholders (those who have authentication and authorization rights).
Before implementing strategies relevant to video content management, businesses should choose the right platform that is both cost effective as well as giving control over your media archive. Here are some video platform types:
1. Public Video Streaming
These platforms allow you to upload vides that can be viewed by public online through anonymous access and shareable link. Instead of downloading the whole file, it is stored remotely and transmitted online few seconds at a time while it is being played on the device. These platforms are usually used to stream video for marketing purposes, customer support, corporate announcements etc.
Examples: Brightcove, Vimeo
2. Internal (Private) Video Streaming
These platforms help businesses to keep their important meetings and tutorials private. Whether through payment/password security, you can control which department or individual can gain access to your data, keeping video content from being shared with third-party sites.
Example: Microsoft Stream
3. Video Sharing Sites
These platforms allow viewers to share an embedded link to watch the videos rather than wait for it to download. It can be used to back up video data. These platforms are optimized for sharing videos securely, with features such as limited sharing, or the ability to replace a video after it has been sent.
4. On-Demand Video Streaming (VoD)
These platforms enable viewers to watch videos by navigating to them through a library or by doing a keyword search of the content they are looking for. The distinctive thing about on-demand streaming is that viewers are not tied to broadcasting schedules and playback devices. Viewers can then watch all the content as and when they want at their convenience.
Example: YouTube, Vimeo
5. Video Based Training Platform
With people preferring interactive training videos, it is estimated that online learning industry is estimated to increase to $325 billion by 2025. To facilitate such training, there are video based training platforms for organizations to use. Organizations will want restrictive sharing once these courses are taken so that valuable information is not leaked out.
Example: Coursera, Skillshare, LinkedIn Learning, Masterclass and Echo360
6. Live Video Streaming
A platform where video is broadcast live over the internet, meaning it is recorded and transmitted simultaneously with viewers watching in real-time. Videos shared communicate asymmetrically (one-way communication). They can engage their audience and get feedback using features like live chats, polls/surveys, and handouts.
Example: Facebook Live, Stream Shark, and Instagram Live.
7. Video Content Management System
Video CMS helps businesses to organize their media content in an efficient way by searching through video database using keywords and data points to categorize the library and making the search swift and convenient. This choice is right for those who feel that their video library is getting bigger, starting to record longer virtual sessions to get back later, and keeping public and private communications separate.
Examples: Microsoft Stream, VIDIZMO
8. Enterprise Video Content Management System/Enterprise Video Platform
This platform is the most advanced of all the previous platforms mentioned. Simply put, it has all the capabilities of the 7 types mentioned previously. These systems essentially help organizations one system to manage and stream their video rather than using separate systems. Streaming video to the public for marketing, or sharing sensitive recorded meetings internally, or live streaming town hall meetings, you can do it all.
Using one Enterprise Video Content Management System to manage everything video has certain advantages:
- Your video data is in one system, which makes it much more effective to manage compliance and security policies, and govern how data is being used.
- Consolidated video data makes it open for analysis through Artificial Intelligence.
- Integrated with your SSO, you can better manage identity and access management for your video content.
- You can choose where to store your video data and stream all video content from there. This is important, for example, under GDPR law where organizations need to store and process data in GDPR compliant cloud datacenters that are located within the EU.
VIDIZMO EnterpriseTube is a Gartner recognized enterprise video platform with live and on-demand video streaming for both internal and external audiences, AI capabilities, rich sharing and access management, detailed security and compliance features, and much more.
Choosing the right platform for your business
We have discussed over 8 different types of video platforms and choosing the right one for your business can be an overwhelming task.
To ease the process, we have prepared a detailed guide on video platforms with a vendor comparison and a list of important features that need to be evaluated.