A S t r e a m i n g M e d i a P r i m e r :
W H A T I S S T R E A M I N G M E D I A ?
Streaming media is the convergence of broadcast and rich media, empowering both
content providers and audiences with a whole new world of choices. Like broadcast,
Streaming media is the con
streaming media delivers the real time or on demand access to audio, video, and
multimedia content that audiences want, while providing the copyright protection
vergence of broadcast and rich
content providers demand. But streaming media can also weave interactivity into the
media, empowering both content
experience. Unlike analog broadcasting, the digital nature of streaming media facilitates
the integration of interactive capabilities such as the chapterization of segments, clickable
providers and audiences with a
hotspots within the video frame, URL fl ips that automatically launch Web pages at
whole new world of choices.
specifi c instants during playback, and the intelligent indexing of media content through
the use of searchable keywords.
WHY DO I WANT TO STREAM?
Because, according to Arbitron/Edison Media Research, seven out of ten Internet users in the U.S. say
Web sites would be more enjoyable if sound and video were included more often.
More than one
in every four is already a Streamie (someone who has listened to streaming audio or watched
streaming video online).
Enterprises are reaping the benefi ts of streaming now
Today, the noteworthy successes
Offering numerous case studies on their Web site, Microsoft shows that enterprise
customers such as Aetna, Fujitsu, and Hewlett Packard are already gaining remarkable
of streaming video are happening
ROI (return on investment) for their streaming initiatives. The Aberdeen Group,
over intranets streaming video
an independent consultancy that prepared the Hewlett Packard case study, reports
over networks is not typifi ed
[HP] was able to streamline product introductions, increase the effectiveness and
reach of its communications, and signifi cantly reduce the costs of key communications.
by tiny and clumsy imposters
The cost savings derived primarily from reducing the use of multi city roadshows,
for video, but rather, full frame,
audio bridges, and satellite links were approximately $1.2 million in the fi rst year
and generated an ROI of over 1800% and a one month payback. Therefore, Aberdeen
full motion MPEG 1 or
concludes that the business benefi ts are suffi ciently compelling that enterprises
MPEG 2 digital video the
should seriously investigate deploying streaming media technology.
excitement and the bandwidth
The three most common ways enterprises use streaming are for corporate communica
for effective video streaming
tions, electronic learning, and sales and marketing. Enterprise customers should con
sider using streaming technology to:
already exists over intranets,
Send e broadcasts across their corporations
and business, educational,
Give remote presentations to employees, customers, and partners
medical, and entertainment users
Deliver end to end training to the sales force or retail locations
are now demonstrating that
Enhance professional development and communicate HR policies
[it] is [a] money making and
Conduct pre sales demos
money saving business.
Provide customer service
Today's Stream Believers
Streaming media attracts high value e consumers
The power of streaming is also becoming apparent for B2C (business to consumer)
e commerce entrepreneurs. According to a study conducted in the U.S., called The
Streamies are twice as likely
Buying Power of `Streamies,'
and published by The Arbitron Company and Edison
Media Research, Streamies, those people who watch or listen to Internet audio and
to click on Web ads and make
video represent 43% of Web users and 24% of all Americans. These are the most expe
rienced Web users, spending 46% more time online than the average person. Streamies,
twice as likely to click on Web ads and make online purchases, spend lots of money
3 Startling New Insights About the Internet and Streaming by Arbitron/Edison Media Research, September 2000, PDF available at http://www.arbitron.com or http://www.edisonresearch.com
4 Streaming at a Crossroads by Arbitron/Edison Media Research, February 2001, PDF available at http://www.arbitron.com or http://www.edisonresearch.com
5 The Aberdeen Group, as quoted at http://www.microsoft.com/windows/windowsmedia/en/business/others.asp
6 The Moving Picture: Today's Stream Believers by Jeff Sauer, eMedia Live, December 2000
7 The Buying Power of 'Streamies', Arbitron/Edison Media Research, February 2000, PDF available at http://www.arbitron.com or http://www.edisonresearch.com
8 The Buying Power of 'Streamies', Arbitron/Edison Media Research, February 2000, PDF available at http://www.arbitron.com or http://www.edisonresearch.com