More Business Video Requires Faster Networks

If video did indeed kill the radio star, then it won’t be long before videos do the same to many other types of online ads and content.

Businesses are using more video than ever before, employing it to reach consumers where they spend a great deal of their time: online. In March of last year, a study found that 85 percent of US Internet users viewed online videos. What’s more, video ads accounted for 25 percent of all videos viewed online. In the year since the report, the pace and frequency of these videos’ production and viewing has only quickened.

Video, however, consumes a lot of bandwidth. As a result, businesses and consumers alike need ever-greater bandwidth to support and consume all the video content being generated. Along with a need for greater bandwidth comes the need for better tools to guarantee high performance and ease in troubleshooting application problems.

Most users are viewing videos on 1G or 10G networks. Even 10G network performance isn’t quite enough to competently serve many modern videos. With users consuming greater amounts of bandwidth, having visibility into the network becomes increasingly important.  This issue is very much top of mind for IT organizations. In fact, 20 percent of the participants in a recent survey stated that they thought real-time network analysis was no longer an option, even at 10G speeds.

Another pressing concern for businesses is visibility within these varied bandwidths. In the aforementioned survey, almost half the participants said they noticed limited or no network visibility as part of 10G network performance.

The solution, then, is a combination of different technologies. Businesses must do their best to optimize the performance of whatever network they’re working on and be sensitive to the fact that users may not all enjoy unlimited or optimized bandwidth. Shorter, lighter videos and tools that enhance slower networks are vital to ensure their content, often a significant investment in its own right, can be seamlessly viewed by the customers for whom it is intended.

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