February 27, 2013

Article

Survey finds video webcasting integral part of business operations

Video is being used more widely across enterprises ranging from marketing to communications, but it’s video webcasting that’s drawing significant attention of late. A recent study performed by Melcrum and Kontiki shows that webcasting is becoming an integral part of operations for many companies and improving business processes in a variety of ways. With over 650 responses and a wealth of related knowledge to work with, the study provides insights into employee engagement, adoption trends, requirements for video solutions and more.

Overall results of the study found that employee communication was a primary target of webcasting solutions, with 85 percent of business committed to overall employee communication and 71 percent to internal communications. About 57 percent found that webcasting drove personal connections with executives, while 55 percent saw it have a direct impact on employee engagement. However, there were a variety of challenges noted by businesses, which held back video deployment.

Employee engagement
Many companies find that the largest benefit that video content delivery offers is employee engagement. With interactive webcasting, workers are more likely to learn from video, and as such the positive effects of the content will grow. The study found that engagement is often a primary reason companies add video to their operations, because it is an effective way to reach both in-house and remote employees and is highly scalable. As a result of video implementation, many businesses found that participation of remote workers increased by about 70 percent.

Adoption trends rising
According to the study, overall adoption of video webcasting is on the rise, as is the frequency with which businesses are utilizing their webcasting solution. About 32 percent of businesses have adopted webcasting for communication needs, while 25 percent are using it across various company functions and 9 percent make use of it at every level of operations. Additionally, 31 percent of companies noted that they plan to use webcasting to deliver content 10 or less times over the next 12 months, while 26 percent said they will use it at least 11 times or more.

Challenges: Video quality
Poor video quality was one of the top challenges noted by 57 percent of businesses for a number of reasons, including network delivery issues, external network restrictions, unreliable buffering and more. Live broadcasts can be the most challenging, as a business has two potential points of failure within its network – the broadcast point and the end-user streaming the content. The survey went on to address the necessary requirements to avoid these issues.

The requirements of high-quality video
Ultimately, in order to adopt a video webcasting solution and avoid the challenges of getting the most use from it, a business needs to acquire a solution with three main features: an easy to use interface, high-quality video experience and easy portal integration with workflow. The majority of respondents, about 70 percent, noted that flexibility and ease of use were the most essential components to video success. Kontiki’s enterprise video solutions meet all of these needs and more to delivery a top-quality, successful video webcasting experience.