NBC Olympics Coverage Proves Online Video’s Importance

    September 30, 2008
    Chris Crum

NBCNBC Sports had a good run with online video during the Olympics to say the least. They reported that they streamed over 12 million hours of Olympics content across its digital platforms, with 7 million visitors watching over 30 millions streams of live and Video On Demand content at NBCOlympics.com.

Perhaps even more interesting is the fact that 6.5 million users tuned into coverage on mobile platforms via NBC’s WAP site. This is really a testament to the true popularity growth of online video, and people wanting it wheverever they’re at. This is the beginning of a future hinted at by Vint Cerf the other day on the Official Google Blog, and further proves that truly on demand video is what people want, and online is where they’re getting it.

Mike Sachoff reported yesterday that online video viewing has doubled over the past year, in large part due to the growth of broadband use. More and more providers are starting to offer more on demand video online (like Amazon and IMDB for example) , and a future of set-top boxes is looking pretty plausible. NBC seems to recognize this as much as anybody, between its stake in Hulu and its willingness to work out a deal with Apple recently to keep its popular shows available on iTunes. Shows are even making it online before they air on television in some cases.

Another indicator of the increasing importance that online video is going to have, is that the FCC has even expressed interest in getting Cable TV providers to lower prices for service. It makes total sense if you can get everything you want to watch online for free, as it appears to be increasingly easier to do.

I think we are only in the early stages, but there is no doubt that a video revolution is in the making. The norm is going to change, and technologies are going to be rendered obsolete. Online is where it’s going. This isn’t a new idea. We’re just finally seeing it really happen. Just wait until all programming becomes available. I’m seeing strides made just about every day.