September 2, 2014


3 audiences not to miss with enterprise streaming media

The consumer world is changing in drastic ways, and for enterprise streaming media, that means every aspect of the traditional video communication audience could also be shifting. Where once it was enough to put content on computer screens, there are now more diverse outlets and interfaces than ever before.

Missing a single platform or portal opportunity may seem minimal, but it’s important to consider the size of the audience therein, as well as the kind of attention and interest that such losses will rob from organizations. Considering the audience is perhaps the most important part of video for business project management, as Streaming Media Online highlighted.

As the source noted, even Symantec executives know that audience and outlet diversification are essential to meeting their targets and communication goals.

“We really have three different audiences we need to broadcast to,” said Greg Posten of SymantecTV.

With enterprise streaming media continuing to grow, so too do firms need to remain vigilant regarding how to best reach people with the messages this asset carries. Here are three audiences that organizations should be careful not to overlook with their various video for business deployments:

Video gaming platforms
Unlike the traditional computer experience, the video game console is one that reaches a whole market segment that a lot of companies might overlook. Especially considering how impactful simulations and training games are becoming in the business landscape, it makes sense to put teaching and tutorial content into a setting where gamers, both professional and private alike, are used to viewing and following instructions.

In terms of enterprise streaming media, The Economist also pointed out that there’s a proven and substantial audience in gaming circles, both through console connections and traditional computer screens. Companies like Twitch, which will soon be purchased by Amazon, draw huge crowds of people for public events, both live and recorded. Much of that success is due to the half-million estimated American households with gaming consoles, one of Twitch’s prime target audiences.

Mobile devices
There’s a lot hype in the business world about the flexibility and communication that mobile devices can add to the working and shopping experience. However, that doesn’t translate into a need for enterprise streaming media in every corporate environment. The disconnect here can be particularly damaging to firms in terms of Millennial shopping and hiring features, Streaming Media Online stated.

Joanna Waage of MobiTV pointed out to the source that the younger audience members, whether in the workforce or the consumer realm, want to be untethered. If companies only try to engage this group through tradition enterprise streaming media means, they’re likely to lose the attention and engagement of Millennial individuals.

“We believe that almost everyone over the age of 12 in [the United States] has their own mobile device,” Waage continued, “and they’re doing things with those that include not just calling, but also video and games and everything elseā€¦ I think that you have to be where people are, and you have to make a product that services the different screens based on what the expectation from that screen is.”

Learning and education
As Waage further explained to Streaming Media Online, those young people in the Millennial age group are going to college, and with them are traveling their mobile devices, gaming systems, new technology and evolving demands for enterprise streaming media content. What’s more, public schools are increasingly making use of tablets and computers than ever before, increasing the flexibility and empowerment of teachers and students alike.

Outside the school environment, there’s likely few if any businesses that don’t need some method of teaching and training personnel. At the same token, getting enterprise streaming media to those individuals in the board room, at their desks, on the go or with clients on the retail floor needs to take place in a more active and engaging way.

Video communication that’s available on-demand gives students of all kinds and in any setting control over how and what they learn.

Looking ahead
One of the biggest things that businesses need to consider when creating and deploying enterprise streaming media resources is how technology-forward these assets should be. Connecting on diverse and new screens should be a priority, as audiences are changing, moving and growing all the time. In order to create a real and personal engagement with each viewer, it’s necessary that video for business meets its target audience halfway through portals and platforms that make sense for the people they want to attract.

Whether it’s educating or entertaining, enterprise streaming media must target the audiences it means to interact with through the portals and platforms that best meet viewers’ needs. This will grant businesses the greatest possible return on investment.