Video Essentials

Three Video Trends to Watch in 2012

Content is king, and it’s about to start paying once again. For a look at what video creators and fans can expect for 2012, Beet.TV recently interviewed Erick Hachenburg, CEO of video portal Metacafe. Here are the big three trends he sees playing out now.

1. Content Pays Again

We’re now in the second wave of online video, says Hachenburg. In the first, pre-recession wave, sites like his own paid content creators for popular videos. Then the recession hit and the money stopped. Now, however, there’s a video resurgence and creators are again making money. More video sites have revenue-sharing plans than before, and having great content is crucial for sites.

“Even though the CPMs are really low, the views are so high that you can actually start to make a living if you have some success on YouTube,” says Hachenburg.

2. A New Focus on Verticals

Video sites that attract a particular audience are hot right now. That’s because sites with a focused audience are better able to attract advertisers. Even YouTube is getting into the vertical game, Hachenburg says, by creating 100 new channels targeted to particular viewers. It’s the same thing that basic cable stations have been doing for years.

“Now you see everybody saying, ‘How do we deliver a particular audience?'” says Hachenburg.

3. Social Discovery Will Meet Video

This one is waiting in the wings, but Hachenburg predicts it will hit soon. Facebook is now the biggest site for video sharing, but there’s still no online video player that taps the power of social networking. This could explode now that Facebook has adopted a timeline view, letting people easily see what videos their friends are watching and recommending.

“We expect a lot of change in the coming year around that social graph and the Facebook platform as a video platform,” notes Hachenburg.

For the full interview, watch the video below (used courtesy of Beet.TV).


Comments are disallowed for this post.

  1. Very interesting that Erick promoted his competitors! Facebook is definately a huge untapped video opportunity for video producers, and I think we will see Facebook pursuing video initiatives very soon which will give YouTube a run for their money!

    Posted by Jeremy Campbell | April 10, 2012, 12:05 pm
Subscribe to our Newsletter
email address
Online Video Playlist
Online Video Bulletin
Streaming Media Xtra
SM Europe Xtra