Brightcove 5 boasts YouTube sync, deeper analytics and ease of distribution

STREAMING MEDIA WEST--Online video platform Brightcove is rolling out its new Brightcove 5 platform that includes deeper analytics for HTML5, support for Apple HTTP streaming for video apps, the ability to automatically push videos to YouTube and more features aimed at helping publishers derive value from their online video investments in an increasingly fragmented marketplace.

The update, Jeff Whatcott, SVP of marketing for the Cambridge, Mass.-based company told FierceOnlineVideo, will continue to evolve through 2011 as the OVP continues to react to the expanding online video market.

"There's so much growth, massive growth in the industry right now," he said. "Media companies, brand marketers, mission-based organizations like government agencies, non-profits, churches and schools, they're all looking to online video as a tool that will help them grow."

And that's creating new issues, he said. "It's a rich and diverse landscape that is reaching a new audience, and expanded audience, but it's becoming difficult for many publishers to manage their content, or to understand what's going on with their content. That's where Brightcove 5 can help."

Whatcott said one of the things Brightcove has heard from customers is that they want some of their content to appear on YouTube.

"You can't have a sophisticated online video strategy without having YouTube be a part of it," he said. "You have to be there."

Brightcove 5's primary focus, said CEO and Chairman Jeremy Allaire, is to help "remove the complexity of online video publishing and distribution across multiple devices and touch points, accelerating productivity and unlocking additional value."

Brightcove 5 also will offer publishers a deeper look at how their videos are performing, with a dozen new reports, including player level metrics, top referring search terms, top domains where content is embedded, global viewer attention span, city level geographic reports, and detailed information on end user browser, operating system, and software capabilities.

Through a partnership with TubeMogul, Brightcove also is deploying analytics for HTML5 video allowing publishers to aggregate analytics for both HTML5 and Flash video experiences across browsers and mobile devices.

"With Brightcove 5, HTML is no longer an analytical black hole," said Whatcott.

Whatcott said Brightcove 5 also has a major upside for live streaming video that organizations, and event companies are taking a close look at. The platform allows publishers to distribute live video in professional quality on a large scale. Brightcove recently worked with Akamai on an event that went out live to some 100,000 simultaneous viewers, and Akamai "didn't even break a sweat," he said. "They're belief is that they can do 10 times that number easily."

Another focus for Brightcove is the desire to speed up the workflow by making it easy for customers to create and customize video players once using a single design tool and a variety of player templates and use a single standard embed code to deliver both Flash and HTML5 video experiences.

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