Kedar Mohite
VP Business Insights Solutioning
SG Analytics’ global media & broadcast survey highlighted the top three short-form content priorities for 48% of media enterprises in the next 12-18 months. These priorities are lowering (a) de-duplicated video asset total cost of ownership (TCO), (b) multi-faceted version creation inefficiencies, and (c) workgroup collaboration insufficiencies . In the last couple of decades, the average audience attention span has reduced to a third, from 12 to 4 seconds (2000-2023), resulting in a shift toward increasing spend on short-form content repositories. Furthermore, short-form video assets generate approximately 2.5x more engagement rates, resulting in the movement of production budgets from 6% to 15% (of media preparation workflow TCO) in the last 5 years. Historically, content owners have followed the de-duplication approach, i.e., ingesting large, rich media asset files, converting them into multi-dimensional short versions, archiving these versions, and re-publishing them across multiple platforms. This has resulted in siloed inefficiencies and higher overhead costs, especially archiving and transcoding. In January 2024, Backlight launched a new sub-clipping feature in its flagship media asset management (MAM) solution, iconik, to meet the changing short-form version creation and accessibility priorities and safeguard profitability margins. The enriched offering, i.e., iconik (unified media asset indexing, archiving, and access from anywhere), and sub-clipping assist in creating indexable sub-clips based on set-in and set-out markers from larger rich media files. These indexed sub-clips inherit metadata from the parent media asset, resulting in streamlining search, syndication, and discovery workflow and strengthening workgroup collaboration at scale.
Contextual short-form video engagement touchpoints vital for sustainable competitive edge
Over the last 12-18 months, short-form content consumption has exponentially increased, accounting for roughly 30% of total internet traffic worldwide, including sports video. Almost 90% of sports executives surveyed, mainly in North America and Europe, revealed that game highlights, athlete interviews, and pre-game practice sessions are witnessing 1.5 times viewership growth. Moreover, the growth is adding 2-3% in D2C (OTT) revenues in the long run (i.e., subscription revenue conversion and improved ad-supported cashflow margins). This is pushing hyper-content owners, such as e-sports, digital marketers, OTT, film entertainment, and broadcasters, to leverage technology stacks. This move will enable them to deliver multiple versions of a single media asset on diverse digital engagement touchpoints and personalize these short-form repositories. Creating a volumetric contextual short-form video asset repository demands real-time search, syndication, discovery, and re-editing of tailored frames within an asset (clip) on a real-time basis. Furthermore, generating multiple sub-clips not only accelerates the de-duplication costs but also increases workgroup collaboration complexities.
Backlight’s sub-clipping functionality is woven around:
Furthermore, short-form content preparation and personalization scalability at a lower TCO became a pivotal operational key performance indicator (KPI) for most hyper-content owners. This includes enterprise video, marketing, and training. Thus paving the way for unified but modular video supply chain workflows to witness a higher adoption curve. Backlight’s sub-clipping technology stack in close tie-up with its MAM solution (i.e., unified pre-production collaboration workflow) will enable content owners to scale their tailored short-form content repositories (trailers, teasers, live event highlights, pre- & post-game interviews, etc.). Moreover, the tie-up will accelerate video-centric workgroup collaboration without additional storage and transcode overhead costs.
Kedar Mohite
VP Business Insights Solutioning
SG Analytics’ global media & broadcast survey highlighted the top three short-form content priorities for 48% of media enterprises in the next 12-18 months. These priorities are lowering (a) de-duplicated video asset total cost of ownership (TCO), (b) multi-faceted version creation inefficiencies, and (c) workgroup collaboration insufficiencies . In the last couple of decades, the average audience attention span has reduced to a third, from 12 to 4 seconds (2000-2023), resulting in a shift toward increasing spend on short-form content repositories. Furthermore, short-form video assets generate approximately 2.5x more engagement rates, resulting in the movement of production budgets from 6% to 15% (of media preparation workflow TCO) in the last 5 years. Historically, content owners have followed the de-duplication approach, i.e., ingesting large, rich media asset files, converting them into multi-dimensional short versions, archiving these versions, and re-publishing them across multiple platforms. This has resulted in siloed inefficiencies and higher overhead costs, especially archiving and transcoding. In January 2024, Backlight launched a new sub-clipping feature in its flagship media asset management (MAM) solution, iconik, to meet the changing short-form version creation and accessibility priorities and safeguard profitability margins. The enriched offering, i.e., iconik (unified media asset indexing, archiving, and access from anywhere), and sub-clipping assist in creating indexable sub-clips based on set-in and set-out markers from larger rich media files. These indexed sub-clips inherit metadata from the parent media asset, resulting in streamlining search, syndication, and discovery workflow and strengthening workgroup collaboration at scale.
Contextual short-form video engagement touchpoints vital for sustainable competitive edge
Over the last 12-18 months, short-form content consumption has exponentially increased, accounting for roughly 30% of total internet traffic worldwide, including sports video. Almost 90% of sports executives surveyed, mainly in North America and Europe, revealed that game highlights, athlete interviews, and pre-game practice sessions are witnessing 1.5 times viewership growth. Moreover, the growth is adding 2-3% in D2C (OTT) revenues in the long run (i.e., subscription revenue conversion and improved ad-supported cashflow margins). This is pushing hyper-content owners, such as e-sports, digital marketers, OTT, film entertainment, and broadcasters, to leverage technology stacks. This move will enable them to deliver multiple versions of a single media asset on diverse digital engagement touchpoints and personalize these short-form repositories. Creating a volumetric contextual short-form video asset repository demands real-time search, syndication, discovery, and re-editing of tailored frames within an asset (clip) on a real-time basis. Furthermore, generating multiple sub-clips not only accelerates the de-duplication costs but also increases workgroup collaboration complexities.
Backlight’s sub-clipping functionality is woven around:
Furthermore, short-form content preparation and personalization scalability at a lower TCO became a pivotal operational key performance indicator (KPI) for most hyper-content owners. This includes enterprise video, marketing, and training. Thus paving the way for unified but modular video supply chain workflows to witness a higher adoption curve. Backlight’s sub-clipping technology stack in close tie-up with its MAM solution (i.e., unified pre-production collaboration workflow) will enable content owners to scale their tailored short-form content repositories (trailers, teasers, live event highlights, pre- & post-game interviews, etc.). Moreover, the tie-up will accelerate video-centric workgroup collaboration without additional storage and transcode overhead costs.
