July 11, 2012


Pros and cons of on-demand video

By Kevin Crayton – VP of Product Management

When developing an enterprise video strategy, organizations have to make the decision of whether they should support on-demand content, streaming or both. Each of the solutions has its benefits and its disadvantages. Aligning these attributes with operational needs is vital to making the most of your video strategy.

Pros of on-demand video

– Simpler content delivery: In many cases, it is easier to deliver on-demand content through the network because users can access it whenever they want, not just during a streaming event or period when the stream is available. Because of this, the video tends to have less of an impact on the network and is less susceptible to problems with latency and dropped data packets.

– Employees can watch at their leisure: It can be difficult to get workers to view content at specific times. Most employees are extremely busy and do not want to have their days disrupted by video. On-demand content is placed in a repository where workers can access it at their convenience, making it easier to align with business processes.

– Convenience: When video is kept on-demand, it is more convenient for everybody involved. While it is definitely easier for viewers, individuals uploading content also benefit because they do not have to deal with any parameters for setting up streaming events or live viewing.

Cons of on-demand video

– It doesn’t build relationships: On-demand video is easy and convenient because it lets people create and view content when they want. This maintains the sense of isolation that is not uncommon in the workplace, making it difficult to use the solution to build relationships.

– Lack of immersion: People make companies. Businesses may seem to care a lot about finances and technology, but most organizations realize that their success really comes down to their people. Immersing workers in their day-to-day job is, therefore, key to enabling productivity. On-demand video’s capacity to make content so accessible also makes it somewhat faceless. On-demand content can strip some of the human element from the video, especially when considering the benefits of a live stream event.

On-demand video offers major benefits for businesses, but those advantages are combated with challenges in making the content personal and engaging. Those weaknesses can be overcome by combining on-demand content with live streaming events and similar solutions. To make the most of the content, it is key that organizations align their usage models with what the videos are trying to achieve.