Enterprise video usage continues to rise – but integration issues remain

Enterprises are creating more video content than ever – but concerns remain around whether software platforms can fully support video natively.

That’s the key finding from a study from video technology provider Kaltura. The company’s fourth annual State of Video in the Enterprise report, which polled almost 650 enterprise professionals, found an overwhelming interest in enterprise video integration.

90% of respondents from large businesses said video content and workflows need to be integrated into their learning management systems, compared with 93% for CRM/marketing automation systems and 89% for content management systems, while more than a quarter (29%) already admit they use video for between five and eight different use cases. Also on the rise is webcasting, with almost three quarters (71%) from large organisations saying they use it for C-suite communications and 49% using it for employee training.

As far back as 2012, Ovum, featured in this publication, asked when enterprise video will become pervasive, citing an initiative from the Open Visual Communications Consortium (OVCC) which focused on ‘taking the use of video beyond the traditional room-based systems and boardroom environments.’ Yet progress has certainly been made since then; in March this year, IBM reported there had been a ‘dramatic’ increase in mobile video viewership and resolution in the enterprise.

With this rise comes a greater exploration on how video is being managed internally, Kaltura adds. One in three respondents said they have already begun to consolidate their various systems under one centrally managed solution, while another third (32%) plan on doing so.

“Video is increasingly seen as a critical new data type that any system needs to fully support,” said Dr Michal Tsur, Kaltura co-founder. “With an overwhelming amount of respondents from large businesses looking for video in their existing systems, it becomes increasingly clear to us that many enterprise software platforms still have insufficient support for video.

“The demand stems from user behaviour, but also from the fact that video actually presents unique engagement metrics for businesses to track and learn from,” Tsur added.

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