The Future Of Web Video

    November 2, 2006

Just what direction web video is going raises a challenging question. While Youtube has been an obvious success for the short video clip format, will there be a sustainable market for longer form web video?

The Future Of Web Video
The Future Of Web Video

The possibility of web video doing to cable TV, what cable did to network programming is the larger issue. Will people be willing to break from the comfort of their couch to watch longer form web video content instead of tuning into Dancing with the Stars?

In a blog posted by Wendy Davis for, this question is raised. Kevin Shiveley from commenting on a mediapost blog said, “Internet TV has the potential to do to cable broadcasting what cable did to network TV, which is to expand the range of content (topically) and depth of that content on subjects that could never be feasible on network or cable broadcasting.”

The quality of the content in the longer video form becomes another issue. To attract viewers, it would have to be something well written and extremely compelling to generate a large audience along with advertising dollars.

Some in the industry see it another way. In an interview with Justin Kownacki, creator of the web based comedy Something To Be Desired, I asked him his thoughts on longer web video content. Kownacki stated, “I see “longer-format” web video continuing to grow in proportion to both the audience and the market. As the viewers and the web economy adapt to support web video from 10 to 60 minutes in length, the quantity and quality of shows offered will continue to expand”. On competing with traditional TV and cable he said, “Competing with cable / traditional TV programming is only a matter of time, not quality.”

The technology is currently being developed by several companies to allow users to view web video from the comforts of their own living room. AT&T is one company that has developed Homezone, which uses broadband Internet along with satellite TV through a home networking system. This allows the viewer the ability to watch web video as well as regular TV.

As the technology improves, people will no longer have to sit in front of their monitors to view the latest rage in the web video world. They will have the luxury of watching web video on their flat screens while kicking back on their couch.

The shift to longer format video seems to be promising and will most likely continue to grow to the point it will become “old hat”. Maybe in the near future the next innovative programming will not come from the traditional TV, but from the cutting edge of the web video world. Stay tuned.


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Mike is a staff writer for WebProNews. Visit WebProNews for the latest ebusiness news.