Video Content Management

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Video Content Management

by James G. Barr

Docid: 00018039

Publication Date: 2210

Publication Type: TUTORIAL


In 2020, the COVID-19 pandemic ushered in a new era of remote or hybrid
work, in which video became a business lifeline connecting the central
office with its former employee-residents, each of whom was now working
offsite and relying on video, especially Zoom conferences, for primary
workplace communications. With video playing a more prominent role in
enterprise operations, enterprise officials are investing in robust and
reliable video content management (VCM) systems.

Report Contents:

Executive Summary

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Until recently, video represented a relatively small but nonetheless
important form of enterprise content. I has been a featured element, for
example, of:

  • Webinars
  • Conferences
  • Instructional training
  • Facility surveillance
  • Product marketing

Faulkner Reports
Video Surveillance
Technology Tutorial
Video Streaming Standards
Video Conferencing Market
Trends Market

Figure 1. An Enterprise Employee Participating in a
Webinar (or Web Seminar)

Figure 1. An Enterprise Employee Participating in a Webinar (or Web Seminar)

Source: Pixabay

Then, of course, came 2020 and the COVID-19 pandemic, ushering in a new
era of remote or hybrid work in which video became a business lifeline
connecting the central office with its former employee-residents, each of
whom was working from home (or another offsite location) and relying on
video, especially Zoom conferences, for primary workplace communications.
In this emergency environment, many employees embraced consumer-grade
video conferencing tools that, while easy to install and use, left a
legacy of unregulated, enterprise-connected hardware and software.

As analyst Mike Newman observes, “Nearly two years later, corporate IT
and network operations teams face a daunting challenge to reign in all
that video in an effort to comply with enterprise requirements and evolve
from widespread video adoption to implementing a widely adopted, highly
engaging, enterprise aligned, video strategy.”1 

According to Newman, that emerging strategy involves:

Consolidating video tools into a
single solution
that can distribute content from a variety of

Utilizing video, especially live
video, as a vehicle for “[boosting] employee engagement
, not
just to stay productive but to stave off employee churn (the ‘great

Increasing video budgets with
“nearly 80 percent of top executives [expecting] to spend more … on
one-to-many video streaming technologies – such as business broadcasting.”

Improving production quality
with “more than three-quarters of executives [predicating] ‘video success’
on the ability to deliver broadcast-quality video, which most would agree
is 1080p or greater.”

Producing events and meetings with
“virtual complements,”
with “live keynote broadcasts [serving
as] the hook that organizers [can] use to draw registrants and secure
virtual event attendance.”2

To help realize these ambitions, enterprise leaders are investing in
robust and reliable video content management (VCM) systems.

What Is VCM?

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As defined by Gartner, video content management (VCM) “comprises products
intended to manage and facilitate the delivery of one-to-any, on-demand or
live video across internet protocols. It may also include associated
network services – content delivery networks (CDN) or enterprise content
delivery networks (ECDN) – intended to facilitate the delivery of video.
[VCM] serves workers and customers who need to watch – and workers who
need to share – videos.”3

For context, video content management is a subset of enterprise
content management
(ECM), which encompasses:

  • Paper documents
  • Electronic mail (or e-mail)
  • Social media posts
  • Web content
  • Photos and other images
  • Audio files
  • Video files

Video content, incidentally, comprises up to 80 percent of all internet
traffic today.4

Video Marketing

While video has numerous enterprise applications, the need to produce –
and manage – enterprise video is experienced perhaps most profoundly by
enterprise marketers. Consider the following statistics:

  • “54 percent of consumers want to see more video content from a brand
    or business they support.
  • “86 percent of marketing professionals use video as a marketing tool.
  • “Videos are a consumers’ favorite type of content to see from a brand
    on social media. Consumers expect more video content.”5

The ability of an enterprise to engage its customers – and potential
customers – is heavily tied to its ability to manage its video content via
a video content management system.

VCM System

A video content management (VCM) system (or solution) is a software
application used to manage video assets. According to analyst Barry Owen,
a VCM system acts as a video database, simplifying the storage,
findability, and dissemination of video files.6

VCM Metadata

A VCM system functions by gathering or generating “metadata” on each
stored file, data which allows broadcasters, for example, to find and
reuse video content that might otherwise be lost. A VCM gathers metadata
in one of three ways:

Extracted data – Information
about [the] physical aspects of the video such as duration, resolution, or
codecs used can be automatically extracted from the file itself.

User-entered data – Video
tags based on an [enterprise’s] internal structure, such as subject or
participants, can be manually entered by individuals as they upload each

Machine-generated data
Artificial intelligence (AI) and machine learning (ML) may also be used to
gather additional information. This is done leveraging the audio data
captured using captioning technology or even via object detection and
other computer vision techniques.”7

The VCM Market

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Maximize Market Research predicts that the enterprise video content
management market will be valued at $30.24 billion by 2027, representing a
compound annual growth rate (CAGR) of 9.1 percent during the 2022-2027
forecast period.8

Major VCM market drivers include:

The continuing – if not expanding – nature of
remote and hybrid work programs, now viewed by many employees as a
standard, irrevocable benefit.

The overall rising demand for online video.

The continuing expansion of IP-based video

The availability of cloud-based video services
that facilitate VCM adoption by small-to-medium-sized enterprises (SME).

The introduction of 5G technology that permits
the expedited delivery of video content.

The rapid acceptance of video-based learning
platforms for employee training.

The increased use of video for healthcare
applications like telemedicine.

The ability of video analytics to augment the
value of an enterprise’s video assets.

The capacity of video to create compelling
experiences for customers and employees.

The adoption of YouTube for business-oriented
video production and management.

Among the factors inhibiting video – and, thus, VCM market – growth are:

Issues related to content security and

The storage and other infrastructure costs of
maintaining video libraries. Analyst Geoffrey Bock observes,
“Organizations may struggle more to store and distribute videos than
documents and photos, as videos have larger file sizes stored in various
file formats. Additionally, video reaches many different endpoints,
including web browsers, mobile devices and kiosks, each with distinct
viewers and display resolutions. Content managers may require special
technologies to optimize distribution across digital networks for
successful playback.”9

Prominent players in the VCM space include:

  • IBM
  • Vimeo
  • Microsoft
  • BrightCove
  • Panopto
  • Kaltura
  • Sonic Foundry
  • Kollective
  • Vidyard
  • Cloudapp10

Geoffrey Bock also notes that many vendors offer a diverse array of video
content management capabilities, “ranging from predefined systems to
extensible video platforms with value-added services.” Among the examples
he cites are:

BrightCove, which “offers a
secure platform that includes immersive video experiences and flexible
delivery for corporate marketing.”

IBM, with its Enterprise
Video Streaming which “offers video streaming services at scale and
optimizes delivery across multiple network configurations, geographies and
customer endpoints.”

Panopto, which “offers a
comprehensive platform for secure video engagement with specialized
capabilities that support specific business activities, such as
e-learning, online training and customer communications.”11

Selecting a VCM System

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Choosing a video content management system requires careful consideration
of enterprise business and technical interests. If an enterprise has an
existing content management system, the selection and integration of a
video CMS should be supervised by the organization’s current Content
Managers or Content Management function.

Consider a Request for Proposal

If video represents an enterprise’s initial investment in content
management, then the relevant IT or asset manager or department should
prepare a request for proposal. A well-designed RFP provides structure to
the procurement process and helps a buyer to:

  • Define and prioritize needs.
  • Attract high-quality vendors by showing serious buyer interest.
  • Save money via increased price competition among vendors.
  • Base decision-making on objective data and “apples to apples”
  • Minimize the risk of selecting an unsuitable vendor or system.
  • Increase “buy-in” during implementation by involving users in
  • Secure project funding based on a rigorous, well-researched approach.
  • Improve interpretation of vendor contracts and dispute resolution.12 

Useful Video Content Management Features

While enterprise needs may vary, the following are considered useful
features in any video CMS13:

Multi-Platform Support – For
maximum utility, video content should be available at the enterprise’s
discretion across multiple platforms, channels, and devices.

Metadata Management – A rich
metadata environment will enable video content managers and users to
locate, organize, and aggregate video files in support of any enterprise
initiative. “One of the fundamental aspects a video CMS should help with
is streamlining your content management, distribution, and reporting
processes,: according to analyst John Yacano. “At the absolute least, your
video CMS should allow you to upload, encode, edit, and distribute your
content intuitively and efficiently.”

Strong Privacy – In one
respect, video is like any other data; individual privacy must be
respected and protected, particularly the privacy of personally
identifiable information (PII).

Cloud Storage – Anywhere,
anytime access to enterprise video requires a secure, cost-effective cloud
storage option.

Powerful Analytics – Yacano
emphasizes that “Video content resonates more when it’s personalized. But
the only way to deliver personalized video experiences is by analyzing
data from your video CMS. Knowing when your video has been watched, by
whom, and via what channel is pivotal if you’re to carry out any kind of
audience behavior analysis and look to personalize your content going

Artificial Intelligence – As
reported by Barry Owen of Wowza Media Systems, “AI/ML [artificial
intelligence/machine learning] tools for auto transcription, topic
detection, object recognition, and caption generation promise to replace
manual tasks for cataloging content. As a result, AI/ML can improve
searchability, delivering a better user experience for everyone leveraging
the platform.”14

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About the Author

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James G. Barr is a leading business continuity analyst
and business writer with more than 40 years’ IT experience. A member of
“Who’s Who in Finance and Industry,” Mr. Barr has designed, developed, and
deployed business continuity plans for a number of Fortune 500 firms. He
is the author of several books, including How to Succeed in Business
BY Really Trying
, a member of Faulkner’s Advisory Panel, and a
senior editor for Faulkner’s Security Management Practices.
Mr. Barr can be reached via e-mail at

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