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Internet video (also known asonline video) isdigital video that is distributed over theinternet. Internet video exists in several formats, the most notable beingMPEG-4i AVC,AVCHD,FLV, andMP4.
There are severalonline video hosting services, includingYouTube. In recent years, the platform of internet video has been used to stream live events. As a result of the popularity of online video, notable events like the2012 U.S. presidential debates have been streamed live on the internet. Additionally, internet video has played an important role in themusic industry as a medium to watchmusic videos and increase exposure of songs.
Practical onlinevideo streaming was only made possible with advances indata compression, due to the impractically high bandwidth requirements ofuncompressed video. Rawdigital video requires a bandwidth of 168 Mbit/s forSD video, and over 1 Gbit/s forFHD video.[1]
H.264/MPEG-4 AVC is the most widely usedvideo coding format on theInternet. It was developed in 2003 by a number of organizations.
AVCHD, or Advanced Video Coding High Definition, uses one of the more efficientvideo coding formats. It was announced in May 2006 and since then has grown into a high-quality video format that can compete with other professional forms of media. The AVCHD is geared towards consumer shooters; this is largely because the AVCHD format capitalizes on the H.264/MPEG-4 video that is able to compress video to smaller sizes in order to allow more video to be stored in the same storage capacity.[2]
Flash Video (FLV) is video encoded byAdobe Flash software in order to play within the Adobe Flash Player. Popular in the past, and used by several video sites, including YouTube, theAdobe Flash Player has been replaced byHTML5 and this format has been abandoned.
MPEG-4 is known as a sharing format for the internet. In recent years an increasing number of camcorder and cameras began employ it. Moreover,YouTube recommends using the MP4 Format (Although it accepts multiple formats, YouTube either converts them to .flv or .mp4 files).Apple is another company that has backed MP4 by using it in itsQuickTime player.[3]
YouTube was founded in 2005 byChad Hurley,Steve Chen, andJawed Karim. The first video on the platform was "Me at the zoo" uploaded by Karim on the firstYouTube channel,jawed, in April 2005.
In October 2005,Nike became the first major company to embrace YouTube as a promotional platform. They were the first company to do this and since then YouTube has provided a means of displaying internet video in order to help companies promote their products.Google purchased YouTube for $1.65 billion in October 2006 and since then it has developed it even further.[4] Since then, it has become the most popular website for watching internet video. For example, the hours of video watched per month on YouTube totaled 6 billion.[5] As of 2014, there were one billion unique users to YouTube each month. According to Nielsen, YouTube reaches more U.S. adults aged 18–34 years old than any cable network.[6]
Aside from YouTube, there are several otherinternet video platforms, which despite being less popular, are still used by many.
Live streaming is another important aspect of internet video. This is when particular events are streamed using a live form of internet video. A key example of this is that in 2008 and 2012, during the presidential election, the debates between the two candidates were live-streamed on YouTube.
Live streaming has also been used as a means of promoting exposure for a particular product or business. This is largely because platforms such as YouTube provide a cheap, and usually free, means to access millions of users. Whether that be potential customers on laptops, smartphones, tablets, andsmart TVs. A study conducted by SocialMediaExaminer supports this hypothesis using YouTube as a particular example.[7]
A sign of the growth of importance of internet video live streaming refers to the change in business model of theWorld Wrestling Entertainment (WWE).[8] Previously the WWE's business model involved receiving huge numbers of pay-per-view buys for special events hosted once per month and charging approx. $44.95 (Dependent on retailer) for each.[9] However, in February 2014 they launched a 24/7 streaming network charging $9.99 per month in order to get access to every "special event". This shows that one of the largest entertainment companies was willing to adopt to a live streaming/internet video model in order to support their business. Many other companies such asBBC (with iPlayer),ITV (with ITV Player) andChannel 4 (with 4oD) have made use of internet video to allow users to livestream content, or watch on demand later.
Bothlive streaming and internet videos have faced controversy in recent years, largely because it is extremely difficult to access all the live-streams which show particular events. This infringes on the issue of copyright. Rights-holders face the challenge of content, which includes audio, TV shows and sporting events, being streamed live to the public.[10] As a result, streaming website Justin.TV partnered with content matching service Vobile in order to filter out infringing material.[11][12] Another example of a copyright issue which occurred to online streaming was whenuStream were sued by a boxing promoter in August 2009 for allowing 2,337 users to view a broadcast of the fight Roy Jones Jr. vs Omar Sheika.[13]
YouTube has also faced issues surroundingcopyright. For example, in December 2013,[14] many YouTubers who published footage of video games for either review or tutorial purposes were punished and crippled by copyright claims. In the past, YouTube has also faced issues with the music industry over users publishing videos without the permission of the music industry. The issues can be seen by the fact that since 2007, YouTube has paid out one billion dollars to copyright holders.[15] Saying that, the formation of Vevo has aided YouTube in terms of issues with the music industry by allowing artists/labels to get a share of revenue.
The growth of internet video has provided a platform to help elevate themusic industry. This has most particularly been seen through the platform of YouTube. Chris Maxcy, YouTube's partner development director stated that “YouTube is the ideal place for labels to promote music and for fans to discover new artists and old favourites”. Moreover, Rio Caraeff, who heads up Universal's digital group described YouTube as a “revenue stream, a commercial business. It's growing tremendously. It's up almost 80 percent for us year-over-year in the U.S. in terms of our revenue from this category”.[16] In addition, an article published in 2011,[17] believes that YouTube has changed the music industry citing three ways; YouTube allows people to listen to the native music of India, for example, and other regions which would otherwise be difficult to discover. Brittany Wong also believes that YouTube allows people to get discovered. This is largely because it allows anybody to post an online video for the world to see. Finally, it mentions that the convenience of the platform allows many people to listen to music, which has increased potential audiences.
Mike Masnik, the CEO and founder ofTechdirt, recognized the importance of YouTube in the music industry.[18] In this article he recognizes the potential ability of YouTube in order to allow musicians to increase exposure, andrecord labels to make money. However, they were naïve and did not fully embrace it.
