Will Real-Time Video Go Mainstream?
Not a day goes by without many weighing in on the rise of real-time video brought on by launches of Meerkat and Periscope. It seems that everyone is discussing the ramifications and best practices for real-time streaming video. I’m doing it now, and I’ve done it before. The longer these platforms are around, however, it seems the less we know. We’re waiting for these new platforms to really take off, but there are still many unanswered questions.
The space is still very murky. First, many streams are around for only a few minutes and by the time many users decide to tune in, the streams are inactive. We’re still learning as users what the best ways to share on these platforms are. Second, it’s unclear what people’s appetites are for this kind of content. After all, when it comes to video, most of us have adopted a ‘save for later’ mentality fueled by DVRs and on-demand content from Hulu, Netflix and HBO Go (or HBO Now). Tune in at a specific time? What is this… the Super Bowl?
We’re still learning what the use cases might be. There are clearly opportunities for real-time events. Madonna recently tried to premier her latest video on Meerkat, but the launch failed. There are also opportunities for having fans stream concerts, but it’s unclear whether or not that’s a good thing. After all, musicians would clearly rather have fans there, and the music streaming services don’t provide an great viewing or listening experience.
Car brands didn’t shy away from the apps at the New York International Auto Show. Brands like Jaguar and Mercedes showed off some of their latest vehicles. Apps like Meerkat and Periscope allow brands to do what social has always allowed them to do. Pull back the curtain a little bit more and share another side of their businesses. This comes with risks, but it also comes with an unclear answer as to whether or not people want to watch real-time video streams on a regular basis.
Real-time video is great when it’s related to a tentpole event, but will people tune in for everyday content? Maybe not.
Real-time video is just at the beginning stages, and it’s worth noting that it’s been at this stage for some time with UStream and Justin.tv leading the pack. SXSW was not a turning point for real-time video. It brought it back on people’s radars.
Now, we watch to see if it will take fire. These apps are waiting for their Twitter moment in the sun when a real-time news event happens and is captured on Meerkat or Periscope. That has the potential to show the power of this ecosystem and turn it from a novelty into something more. The potential is there, and I’m bullish on these apps. But if platforms like Google+ are any indication, potential does not equate to success.