Millennials use online video far different- ly than Gen Xers or Baby Boomers. They have dozens of favorite You Tubers, cast
their shows to the TV, and aren’t that interested
in cable subscriptions. So what happens when
they get older? The online video world is rapidly shaping itself to the tastes of today’s young
people. What will it look like in 10 years’ time?
To get a glimpse, we asked five industry
heavyweights to weigh in with their thoughts.
We requested predictions that are specific and
bold and gave the experts the freedom to go
in any direction that interested them. Here’s
what they said.
The Future of Content
We caught Joan Gillman speaking on a pan-
el this fall and thought she’d be perfect to talk
about how bundled content will evolve. As the
chief operating officer for Time Warner Cable
Media and the executive vice president for
Time Warner Cable, she knows a few things
about content packages. Here’s how she sees
the future of online entertainment:
In the coming years, the penetra-
tion of all digital devices—from mobile
phones to smart TVs and next-genera-
tion wireless or Wi-Fi home hubs—will
blur the lines between what we call on-
line video and what we define as TV. The
landscape will change, and consumer
behaviors have already changed. It will
change even faster as the industry solves
for piracy, ad blocking, and ad fraud.
Today, Millennial and younger generations consume shows and videos more
than they consume channels. Do they
really care where the video is found?
They care that a friend recommended
it or that it is trending and that it was
easy to find and convenient to consume.
They will always seek the most favor-
able commercial terms to manage their
budget, but will not grow more fond of
advertising-supported models unless
the experience is improved. And, it can
be. If piracy, ad blocking, and fraud are
tackled and solved, expect the new busi-
ness models to catch up with how con-
sumers want to discover and consume
video across distributors, aggregators,
and networks. Video and digital tech-
nologies should provide all the various
players, established or emerging, with
the flexibility to adapt.
The winners will continue to crack
the code on great storytelling, whether
short-form or long-form, and the strategy will be informed by but not replaced
by insights and artificial intelligence.
They will have protected their assets
from piracy. The winners will also have
brands, a workplace, and commercial
models that attract the best talent. Last
but not least, the winners will be most
connected with how consumers want
to consume video and offer packages,
personalization, and participation that
set them apart.
The Future of Hardware
We love the content, but we also love the
gear. Two of our contributors suggested how
hardware will evolve in 10 years. First up is
Matt Smith, now a vice president and princi-
pal media evangelist for Brightcove, on what
to expect with phones, cars, and augmented
Smartphones haven’t been around
for a full decade, yet look at how far
they’ve come in terms of their ability to
shoot and render 4K video. If you told
me that a device less than 1. 5" in depth
could be capable of capturing and play-
ing back 4K video, I’d have happily
agreed to give you a ride to the near-
est medical facility. Yet it happened.
Within 10 years, it’s reasonable to think
Online Video 2026: Millennials Grow Up By Troy Dreier