Few can argue against the profound impact the Internet has had on the traditional media model. This has been felt most harshly in the print media, although the music industry is another victim of an old-school model. Video content, whether short clips or feature-length movies, is next in line for disruption.
Give the people what they want, when they want it, in the form they want it in, at a reasonable price, and they will most likely pay for it rather than steal it.
Kevin Spacey, actor
Delivering the James MacTaggart Memorial Lecture at the Edinburgh Television Festival in August this year, Hollywood actor Kevin Spacey sounded a warning to broadcast executives: the audience wants control over what, when and how they consume content.
Referring to the release of the entire season of House of Cards on Netflix, he said: "Through this new form of distribution, we have demonstrated that we've learned the lesson the music industry didn't learn: give the people what they want, when they want it, in the form they want it in, at a reasonable price, and they will most likely pay for it rather than steal it."
The relevance to business executives and marketers is that this upheaval carries with it great opportunity to feed the appetite for online content.
A new market
Dominic Richardson, marketing manager for DaxData, says judging by sales of Adobe video production software, the interest in video is definitely growing.
"We've seen a lot more interest in video from the corporate market, which is looking at it more seriously," he says. "Six months ago, we saw a huge uptick in the sales of video products, partly due to Final Cut Pro declining in the professional market, but we've also seen a rise in Adobe's market share."
Adobe's subscription-based production and collaboration tools have also opened up a whole new market and access to serious tools that were previously prohibitively expensive.
As these tools become more accessible, so the opportunity for companies to create their own content grows.
First published in the November 2013 issue of ITWeb Brainstorm magazine.
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