What Distribution Platform is Right for my Audience?

By April 14, 2016Blog
What Distribution Platform is Right for my Audience - DevilBoy Productions

Your video is finished, congratulations! Though what now? For film makers getting your work seen by as many people as possible is usually a major goal and one of the most exciting aspects of creating work is when people see and engage with it. By distributing your content you are able to share your message far and wide. Video is one of the most effective communication mediums available today:

  • 96% of people say that videos help them make buying decisions.
  • 59% of senior executives would rather watch a video than read text.
  • 71% of people say that video leaves a positive impression of a company, and 73% are more likely to purchase a product after watching an explanatory video.

By considering who your target audience is and what platforms they engage with you’ll be able to distribute your film on the channel that will ensure maximum exposure for your work.

How should I distribute my video?

Before distributing your film you must ask yourself certain questions, as the type of film made will affect the best way to distribute it. Who is your target audience? A professional videographer will always consider that their audience will have the biggest impact of your video distribution methods, is your key demographic more likely to engage with your film watched online or on a DVD player?

Mobile Viewing

What age is your viewer? It’s no secret personal devices are the screen of choice of the future. Already we see mobile devices creeping up in popularity with 14- to 17-year-olds abandoning the TV screen at a rate of 33% for movies and television programmes and 26% for sporting events in favour of mobile screens.

Is it a short news piece? This might be more suited to a site that enjoys regular updates with others also linking to the same topic, such as Twitter or Periscope. If your video is likely to be shared via the internet, distributing it through mobile platforms is a sound option.

Distributing your content via the internet gives you the opportunity to global visibility, though it’s important you distribute your video in a format that can play back. Once your content is on the web it can be redistributed through sharing taking on a life of its own and the “viral” video is created! Video-makers are now able to have the chance to distribute their content to mass audiences online thanks to sites such as Youtube and Facebook that was once only available through traditional broadcasting methods.

Mobile Viewing - online video v3

Television

Televisions became commercially available in the 1950s and held a place firmly in the hearts of Brits ever since. We still continue to fill our homes with more TVs than ever before with viewers tuning in for over an hour longer than they realise. 97% of UK homes own a TV with 3 hours and 40 minutes on average being watched by each household each day. The TV trend is clearly showing no signs on slowing, even with the influx of streaming services such as Netflix and Amazon traditional TV still dominates in the UK for the most watched entertainment medium. 76% of all TV watched in 2015 being viewed on a traditional television screen. Is your target audience over 50? This is the ideal catchment for distributing your film via traditional television.

  • 50-64 watched 42 hours and 59 minutes per week.
  • 65 and older watched 50 hours and 53 minutes per week.

Streaming

Is your target audience in their 30s? 47% of this age group picked streaming as their most valuable service. Streaming entertainment has grown in popularity over the last year, with Brits watching almost double the amount in 2015 as we did in 2014, and studies show that now more than half of TVS bought are “smart”. This is due to shifting attitudes in how we watch television. In a survey conducted by Netflix in February 2014, 73% of people define binge-watching as “watching between 2-3 episodes of the same TV show in one sitting.” This growing trend of on-demand watching, rather than the days of waiting a week for a single episode is changing the way we watch television, often opting to miss out on the television broadcast in order to “binge watch” at a time convenient to us.

Disc Distribution

Is it a feature length? A feature length film is better to distribute on DVD or Blu Ray disc, as these are more likely to be watched on a computer or television in comparison to a phone or mobile device. Downloading feature length files via the internet isn’t always practical.

Though the disc has lost some value in favour to streaming, the disc definitely isn’t dead, with Netflix’s DVD market still continuing to be a billion dollar business. It’s no secret that a meticulously encoded disc will deliver a better presentation that any streamed version, and is a much preferred viewing scenario for those who don’t have 100mbps connections in their home.

Benefits of discs

  • Familiarity – depending on the demographic you are targeting, it might be worth choosing DVD distribution over online versions. Different age groups and ability levels are much more at ease with DVD technology than utilizing the internet.
  • As humans we love to feel and touch the things we have purchased, it gives us a sense of ownership.
  • Interactivity – DVDs and Blue Ray discs have the ability to create complex menu structures, subtitles.

DVD vs. Blue Ray Technology

DVD

  • 7GB storage capacity (8.5GB dual layer)
  • 720×420 HD output
  • 650nm laser read mechanism
  • Publically released in 1997

BLU RAY

  • 25GB storage capacity (50GB dual layer)
  • 1920×1080 Full HD output
  • 405nm laser read mechanism
  • Publically released in 2006

It’s immediately obvious that Blur Ray is the superior technology; this is no surprise as it’s nearly ten years more advanced than the humble DVD though this is still the dominant medium in households which is worth considering when duplicating your content.

The Future of Distribution - online video v2

The Future of Distribution

Today, almost anyone can create content and distribute it, but the ones who will be successful are the one who can pinpoint their audience’s demands and create experiences that work for the individuals viewing habits but still primarily, entertains and informs.

The future can see our viewing habits changing daily its obvious changes have to be made to the way content is created. Content may be king, but if it’s not curated expertly to engage with the user then it will have little chance of success. Ultimately the viewer will soon be in total control and video production companies should start preparing if they haven’t already.

Screens don’t cost as much as they once did, and more than a third (37%) of consumers own a combination of smartphones, laptops/desktops, and tablets. This is a million miles away from the singular black and white box of yesteryear. This will no doubt create one hundred different problems for back end developers as viewers demand their personal content to be viewed without hiccups from screen to screen, no matter the location or size. With viewers looking for fluid viewing multiple distribution methods can work well together, by distributing your content throughout various overlapping platforms you will enjoy maximum reach of your video.

 

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