Being able to produce video and distribute it online for one's company may be an essential skill for many employees in the near future, if the results of a new survey by Kaltura are any indication. The enterprise video service provider said that more than 90 percent of respondents believe that enterprise video improves knowledge sharing between employees as well as boosting marketing and communication efforts.
As anyone knows who's watched Netflix's live video presentations of its earnings results to investors, or Apple's live-streamed announcements of new products to consumers, video is becoming a key communications tool.
"Employees and customers in the digital era expect video to be included in their interactions within and outside the organization and want to see more use of it, across all use cases," said Dr. Michal Tsur, president of Kaltura, in the study's introduction. "They believe it will become a dominant way of communication and a required and essential skill."
Further, a majority of survey respondents--62 percent--feel that it's "very important" to be able to watch their organizations' webcasts on mobile devices.
Kaltura surveyed enterprises across several verticals, most with more than 1,000 employees. Respondents included IT, marketing, sales, operations and training professionals. Two-thirds of the enterprises surveyed had employees who were geographically dispersed, and many already find internal video useful in communicating with employees.
Marketing tops enterprise video usage, followed closely by company events. Workforce training and employee-generated content landed square in the middle of enterprise use cases for video.
On top of this, employee-generated videos are beginning to increase as staffers share best practices and other important information with coworkers. On average, employees generate 2.9 hours of video per month, Kaltura found.
With video becoming a much less costly option for companies, the next challenge is consolidating video production and distribution to make the process more efficient, and better integration of video technology into platforms for collaboration, training and marketing. Geographically distributed companies use an average of four different video vendors. Nearly half of those surveyed want to whittle down that number and are either planning to or have already consolidated their enterprise video solutions. And 75 percent said that integrating video will be very important in the near future.
Enterprise video use by activity. (Source: Kaltura)
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