Video Will Bring 79% of Global Internet Traffic by 2020

by | Mar 11, 2020 | business

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It comes as no shock that so much video content is consumed every day in our world. An estimated 60% of downloaded data of the internet is video, while this may not be a massive difference from the previous year. The actual difference is the change in the source of the content.

Last year, we observed the diversity in the video content shared over the internet. This year, we observed the same trend, which suggests there is a massive amount of potential growth. There are a few predictions that these numbers will rise even higher.

What Are Videos? A Brief Introduction

Videos or moving pictures are something that even a child is familiar with, but something we take for granted wasn’t even in the wildest of imagination 100 years ago.

After the invention of videos, it did not take long for these videos to start dominating how we experience the world and perhaps played a significant role in how we adapted and changed as a society.

They quickly crept into every space in our society and became an integral part of the world. From movies and entertainment to infomercials, from gaming to marketing, they dominate almost every field imaginable and continue to bring advancements. Videos have gained so much importance that they now entire industries on them.

Streaming Services and Their Effects

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The rise of streaming services was the death of another industry that was directly related to videos, DVD-rentals, the increase of the streaming giant resulted in the death of the video rental services such as blockbuster.

It effectively shifted the majority of video graphic database from your drawers to the cloud, where it was accessible to millions at an affordable price with a bonus of convenience. However, this wasn’t the end of it; the streaming business has since expanded with more and more production studios trying to get a piece of the pie.

But there’s more, with the rise of Netflix and other streaming services, soon came independent content creators with artistic ability and a platform to perform, since these platforms had no restrictions whatsoever and were not regulated by any government agency.

It was free from the shackles of censor boards and moral policing. It allowed new, taboo concepts to be covered along, new artists to come in and change the entertainment landscape, and this leads to original series.

Shows with seemingly absurd plots started making headlines, and by 2020, the internet was full of video content that pushed the boundaries of traditional filmmaking into the new age.

YouTube Vs. Traditional Streaming

YouTube was the pioneer of online video content, and this advantage allowed us to gain popularity and reach that other services simply cannot compete with.

Most other services work very different than YouTube; for starters, YouTube is a platform for indie creators to earn money from and is free for the audience for the most part.

In contrast, Netflix is a paid service that specializes in getting its content or buying the rights, whereas YouTube would instead act as a platform and earn via Ads.

It allows a wide variety of content to exist on YouTube, as well as aid YouTube is accumulating a vast audience.

  ●  The Gaming Industry

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The Gaming industry certainly has a significant reliance on videos. One of the latest news from the gaming industry is cloud gaming, which is where a game is played on cloud servers. And the only processing from your end is input (controllers) and getting the output video, which is heavily reliant on game streaming.

These services include names like Google Stadia, NVidia GeForce Now, Project xCloud by Microsoft. Another way that traffic is directed towards video due to the gaming industry is competitive gaming and live streaming.

Every year, thousands of people meet at gaming competitions to prove their skills. These events are watched all over the world and are becoming increasingly popular among youngsters.

The twitch platform has also aided the growth of this industry by allowing thousands of new gamers to come into the spotlight and prove their worth. The audience can even donate money to their favorite streamers.

 This entire industry has become a hotspot for internet traffic, with the majority of the data transmitted being video. Multiplayer games and services such as the PS plus from Sony and Microsoft Live also have enormous demands on video streaming as they demand low-latency, high-quality video for a seamless experience.

  ●  YouTube As A Host

YouTube is perhaps considered the father of content creation. It is regarded as a platform for independent content creators to put their content and artistic abilities to the masses to evaluate. 

YouTube has the added benefit of being extremely versatile, which means it hosts all kinds of content and primarily in the form of video. From vlogs to gaming to even meme compilations.

The presence of YouTube as a platform has allowed vloggers to emerge as a new kind of storytellers. People with entire careers, people who would go bankrupt if there was some sort of technical difficulty as Google HQ.

  ●  Dramas and Entertainment

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The entertainment industry evolved, from books and magazines to primarily soap operas and movies, both of which are video. Movies and soap operas have now become a staple in most households.

Hollywood in the US, Bollywood in India, these are just a few names of the many cinematic industries in the world. These industries can produce films that can gross millions all across the globe.

 These movies have now opted to move from the cinema into homes by use of the streaming services. It can also serve as a huge traffic driver on the internet.

Marketing Services

Why do you need to know the importance of ads?

  •  6 out of 10 people prefer watching videos on the internet instead of cable

  •  Data consumption on smartphones doubles annually.

  •  It is expected that by 2022, online videos have an 82% share in consumer traffic.

  •  55% of people view online videos each day, while 78% of people watch an online video once every 7 days

  •  A Facebook official predicts that Facebook will be all video by 2021, losing all forms of text.

  •  YouTube hosts more than 1 billion hours of video content.

  •  75% of all videos are played on smartphones

  •  81% of businesses use video as a marketing tool — that is almost 18% more than last year.

  •  60% of people would rather watch videos on the internet rather than cable.

  •  Mobile video consumption doubles every year.

  •  78% of people watch online videos every week, and a staggering 55% of people view online videos every day.

  •  A Facebook administrative forecasted that Facebook would have lost all forms of text, and videos will be the primary medium by 2021.

  •  YouTube is the 2nd most visited website after Google.

  •  More than 1 billion hours of content is consumed daily on YouTube.

  •  75% of all video plays are on smartphones.

  •  72 people out of 100 prefer to learn about a service or product through a video.

  •  Videos have a 150% more probability of being watched on a smartphone.

  •  92% of users watching video on mobile will make the effort of sharing it.

  •  By 2020, there will be nearly 1 million minutes of video moving through the internet each second.

As the audience for the internet and consumers of internet content increases, so does the opportunity to market yourself using this fantastic medium. It is by far the most effective way to sell your product.

Recent studies have proven that video ad is more 30% more effective in getting the message across when compared to other forms of advertisements such as magazine and articles.

They are also the most time-efficient. They can communicate an idea in less than 50% of the time it would take to convey the same idea in a well-written article or brochure.

Marketing via video ads is, however, no easy task. It is incredibly tedious as all aspects of the advertisements are thoroughly thought through, and the attention to detail is needed immense.

How to Structure Your Video Ad?

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While it comes down to personal preference and your key target audience, there are a few rules defined that make an ad particularly successful. The first step is always identifying your target audience.

Who Do You Want to Market To?

The next few paragraphs are going to be your guide to creating an adequate advertisement.

Understand Your Audience

What does your audience need, and why? What pains your audience and how you can help, what problems are you trying to solve.

Create A Mind-Map of Your Audience

Your audience has a particular checklist in their brain if it’s somewhat filled. Your product might sell. You must understand what they demand of you, and all of that must be covered in your video ad.

What Kind of Content Do You Want to Produce?

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Your video can have multiple themes. The most popular ones are humor, thought-provoking, opinion pieces, or sentimental.

Your understanding of your demographic can help decide how your ad must be made and what themes to be included. Humor has the added benefit of reaching a massive variety of audiences and can tap into the working class as well that have the money to fuel your business.

Note that humor can backfire if it is not made while carefully the fine line that divides comedy from arrogance.

Thought Provoking and sentimental pieces while generally do not have the same popularity as comedic advertisements, but in rare cases, a sentimental ad can go viral and potentially generate many views.

 These instances are, however, are not rare enough to not take this risk. This, too, has a risk that if not executed correctly or if exaggerated for dramatic effect can make it the laughingstock on the internet.

What to Look Out For?

While video marketing is a powerful tool, there are a few things you should keep in mind before launching your video campaigns.

 ●  Videos under two minutes long have the strongest impact.

 ●  Google Chrome has integrated an ad-blocker that stops auto-play ads to please the customers that dislike autoplay ads.

 ●  33% of people will skip to the next post a video after 30 seconds, 45% by one minute, and 60% by two minutes. (Grab their attention in the first 15 seconds)

Social Media

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It seems today that social media, comprising of Facebook, Instagram, and Twitter, are all filled to the brim with video content, and every second post that you see is a video, be it a meme or a troll.

It is estimated that 3% of all video traffic on the internet is generated on social media.

Still, guessing by the number of videos on social media, I would’ve thought it would be a much larger share. Maybe you can use this statistic to imagine the actual volume of the total traffic.

The problem with high-quality video has hugely been the vast amounts of data it can consume and the delays that it brings along with it, but as networks advance more and we approach high-speed internet, this is no longer a huge problem.

5G can reach a whopping 500Mbps speed, which can significantly reduce delay times and increase the quality of the video that can be streamed.

 These high internet speeds are bringing a revolution in the industry and can result in a massive turn over in the next five years.

The Stats

Cisco’s VNI reports had a few statistics that were surprising but also extremely complex, so we decided to elaborate them a little for you.

 ●  By 2021, it is estimated that all of the IP traffic will be video, inclusive of consumer and business IP traffic, this means there will be almost a million minutes of video moving through the internet every second. This estimate includes Videos hosted by servers, IPTV, Social Media videos, streamed-video games, and video conferences from platforms like Skype, Zoom, Google Meetings, etc.

 ●  Some forms of videos are estimated to grow more than others. Live video is thought to grow 15 times, going from 3% currently to 13% by 2021. Virtual and Augmented reality is expected to grow 2000% from 2016 to 20201, at a growth rate of 82%. A massive proportion of this traffic is VR content and application. As our hunger for video grows, VR as an industry is taking hold.

 ●  Internet videos being streamed directly to TVs, this particular category is growing at a whopping 50% annually. They are expected to grow 3.6 times by 2021. 26% of this traffic will be fixed consumer traffic. PlayStation, AT&T’s DirecTV, Dish’s Sling TV, DirecTV, YouTube, Hulu, have all released some sort of their services that mimic cable television, this is expected to increase the internet traffic massively. Still, perhaps the largest growing industry is smartphone video, particularly in active regions such as North America and Western Europe, Africa and the Middle East have a larger share with almost double-digit growth.

These forecasts are inclusive of all types of IP traffic, which consists of two distinct categories: internet IP traffic and non-internet IP traffic.

Non-internet IP traffic is defined as data that is routed by a single service provider over a unified network. While the former, internet IP traffic, is a signal that moves through multiple ISPs and finally to content drivers.

The Potential Effects on Our World

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The effects this might can be huge that you might not anticipate, 15 years ago, universities were centered on textbooks and physical resources.

At the same time, students today can go to universities with a single laptop that contains all of their resources, maybe in the next few years.

 The only resource a college student would require would be their phone or a tablet. Lectures could be delivered in classes via video conference calls, and the distances between the globes would be further reduced.

The Bottom Line

Whether or not you agree with the growth of videos in our digital age, there is one thing for sure. Videos are here to stay, and we aren’t getting rid of them anytime soon. The better tactic would be to be implanting them into our daily lives.

The top 1% of data usage in the world today consumes more than 30GB of data in a single month on a 4G network. As the world shifts to the age of 5G, 30GB will become the average, 80% of that will be video.

 While this was mentioned before as well, it might serve you to anticipate that while it does seem reasonable right now. A significant investment in computing right now would be a waste as smartphone traffic, and utility is expected to surpass that of laptops and PCs.

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