Businesses are gravitating toward rich content to spread their messages. Striking an informational tone remains the primary objective, but the means of achieving it have changed significantly. Companies that might once have decided text was enough to inspire confidence in their expertise may now be gravitating toward images, videos and other forms of rich media.
This is a natural progression. On seeing how effective content is at attracting consumer attention, businesses all began to use this as a promotional tactic. In response, it has now become important to have the best materials in a given industry. Now, with the quality of visuals such a relevant part of the equation, it's important to think about what types of screens and operating systems will be used to access content.
The mobile movement
When it comes to device choice, people have been electing en masse to use their mobile devices. According to Wall Street 24/7, recent research on video consumption has demonstrated that smartphones and tablets have taken a huge bite out of desktop consumption. It appears that if content creators operate in formats that don't work well on mobile devices, they may end up showing potential viewers a host of broken links instead of the high-quality visuals these people looking for. With screens getting larger, there is no need to seek out a computer for good video performance.
The news provider explained that researcher Ooyala has been tracking mobile video views since 2011, when the amount was only 1 percent. Now, 38 percent of content is viewed on smartphones or tablets, with smartphones gaining in share. This is an important fact for companies to process, as these high numbers suggest there will now be an expectation of mobile compatibility. If viewers watch nearly four out of every 10 video files on a handheld device, they may end up downright surprised if and when a company uses technology that breaks on a mobile platform.
It may pay to remember that Flash is essentially a dead format where mobile devices are concerned. The iPhone was notable in its early days for a lack of Flash support, but as sometimes happens with Apple products, the absence of Flash became the rule rather than the exception. Now, the mobile landscape is dominated by devices that don't include Flash and major content providers have found a way to serve videos without that plugin. Alternative languages such as HTML5 can even cross between the mobile and desktop worlds, ensuring information only has to be encoded once.
Major players switch sides
According to many sources, including TechCrunch, YouTube has decide to remove Flash from its default desktop version in favor of HTML5, showing that what works in the mobile realm is also applicable on PCs. The source explained that as long as users are running an up-to-date browser such as Chrome or Firefox's latest beta, they will see the same video content as always, just without any need for the Flash plugin. TechCrunch suggested this is a sign of the end for Flash, and it's hard to disagree. As YouTube has carved out a niche atop the streaming video popularity pyramid, any organization hoping to stay relevant should watch its moves.