Broadcast and streaming technology, key for enterprises

In an increasingly digitalized world, the use of broadcast and streaming technology has evolved from being an optional communication tool to becoming a strategic necessity for businesses. Whether for interacting with employees, clients, investors, or other stakeholders, these technologies are redefining how organizations communicate and strengthen relationships.

According to a recent study by Tata Communications Media, corporate video and live streaming are transforming contemporary business strategies. In this article, we delve into the growing relevance of these technologies, their benefits, and how companies can maximize their impact.

Digital transformation driven by the pandemic

The pandemic accelerated the adoption of digital solutions across all sectors, and the corporate world was no exception. The need to maintain connectivity during social distancing pushed companies to incorporate streaming technologies and virtual events into their operations. However, this trend was far from temporary.

According to the study, businesses have acknowledged the long-term benefits of these tools, which include:

• Greater reach: Virtual events eliminate geographical barriers, enabling global participation.
• Flexibility: Hybrid formats and the ability to offer on-demand content enhance accessibility.
• Scalability: Live broadcasts can easily cater to both small and massive audiences.

Today, areas such as internal communication, sales, marketing, and human resources are adopting video as an essential component to improve their outcomes.

Revealing data from the study

The research, based on a survey of 300 large companies in the UK and the US, highlights compelling trends:

• Growth in video usage: 92% of companies plan to increase their use of audiovisual content over the next two years, with 58% anticipating significant growth.
• Budget increases: In the past two years, 46% of companies increased their video production budgets by more than 50%. This investment reflects the perception of video as a critical element for driving sales, strengthening brands, and improving communication.
• Preference for professional quality: 86% of respondents consider it essential that corporate productions surpass the quality of common video call tools like Zoom or Teams.

These findings underscore that video is not merely a functional tool but a strategic investment capable of delivering significant returns.

The rise of live streaming

Live streaming has established itself as one of the most effective forms of business communication. The study highlights that 98% of companies already use this technology for events such as product launches, conferences, internal training, all-hands meetings, promotions, and more. The main benefits include:

• Immediacy: Enables real-time engagement with audiences.
• Direct interaction: Instant feedback enhances connection and message comprehension.
• Simultaneous access: Reaches diverse stakeholders simultaneously, eliminating location or logistical constraints.

An interesting aspect of the report is the widespread preference for live streaming over in-person attendance. A striking 87% of respondents indicated a preference for participating this way, citing convenience and time savings as key factors.

Quality: A non-negotiable standard

One of the study’s most significant findings is the emphasis on quality in live broadcasts. A notable 89% of companies believe corporate live events should meet at least professional broadcast standards. However, achieving this level of quality poses a technical challenge that many organizations cannot handle internally.

While 43% of companies rely on in-house teams for video production, those that outsource to specialized agencies or production companies achieve better outcomes. Among companies that outsource, 60% consider their content to meet broadcast-quality standards, compared to only 36% of those relying solely on internal resources.

The strategic value of partnering with experts

The report underscores the importance of working with experienced providers in audiovisual production and live streaming. These partnerships enable companies to ensure event quality and address challenges like latency or technical issues. According to the study, 84% of respondents stated they would only trust a partner with a proven track record in professional broadcasting.

Companies increasingly require advanced solutions, including:

• Cloud-based production and streaming.
• Use of 5G networks for remote live streaming.
• Low-latency IP video distribution.

The future of video in the business world: trends and opportunities

The growing adoption of video and live streaming is a direct response to evolving corporate audience expectations. These tools not only enhance communication but also drive engagement and business growth. As companies continue to invest in these technologies, those that prioritize quality and user experience will be better positioned to thrive in an increasingly competitive landscape.

The future of video in the business world is poised for constant evolution, shaped by technological innovation and the rising expectations of both internal and external audiences. Current trends and insights from Tata Communications Media’s study suggest that video and live streaming will remain foundational pillars of corporate communication strategies. Moreover, their role will expand and diversify, encompassing a broader range of applications and formats.

Key trends in corporate video usage

1. Live streaming as the corporate standard
   Live streaming is setting new benchmarks for how companies interact with their audiences. From global meetings to product launches, live streaming provides a level of immediacy and authenticity unmatched by other formats. This approach effectively eliminates geographical and temporal barriers, enabling simultaneous interaction with employees, customers, investors, and other stakeholders.
2. Hyper-personalization of content
   The integration of advanced technologies such as artificial intelligence (AI) and data analytics will enable companies to tailor video content for specific audiences. For instance, customers can receive messages customized to their needs and interests, while employees can access training sessions designed to address particular skills or knowledge gaps.
3. Increased adoption of innovative formats
   Companies are exploring formats beyond traditional video, such as augmented reality (AR), virtual reality (VR), and 360° immersive video. These technologies promise to transform corporate events, training, and presentations, creating interactive and memorable experiences that boost engagement.
4. Automation and cloud-based production
   Video production automation and cloud-based platforms are revolutionizing how companies create and distribute content. These tools provide quick, cost-effective, and scalable access to high-quality content creation, democratizing the process even for companies with limited internal resources.

Opportunities to maximize the impact of corporate video

The potential of video extends beyond available tools and formats to how strategically companies integrate it into their operations. Here are some key opportunities:

1. Employee training and development
   On-demand videos and live streams enable companies to train employees anytime, anywhere. This not only increases efficiency but also contributes to professional growth and staff satisfaction.
2. Experiential marketing
   Incorporating video into marketing strategies can significantly enhance emotional connections with customers. Brand story videos, live product demonstrations, and virtual events engage consumers more authentically and impactfully.
3. Crisis communication and transparency
   In times of crisis, live video is invaluable for delivering reliable, timely information. The authenticity and reach of video make it an ideal channel to build trust and maintain brand credibility.
4. Global impact with local accessibility
   Live streaming should not only focus on global reach but also adapt content for local audiences through subtitles, live translations, and cultural context. This ensures messages resonate effectively with diverse audiences.
5. Integration with sustainability strategies
   The shift toward virtual and hybrid events, powered by live streaming, aligns with many organizations’ sustainability goals. By reducing the need for travel and physical resources, companies can significantly decrease their carbon footprint.

Overcoming future challenges

While the opportunities are abundant, businesses must address critical challenges to maximize the impact of video in the future, including:

• Quality and professionalism: Stakeholder expectations for video quality will continue to rise. Companies must invest in technology and partnerships with professionals to ensure broadcast-level productions. Innovative platforms like Watchity now enable businesses to tackle technological challenges without requiring third-party services or technical expertise. These platforms simplify the creation, production, and distribution of audiovisual content while achieving professional results.
• Security and privacy: As the volume of streamed content increases, safeguarding data and protecting information will become essential priorities.
• Technological adaptability: With the rapid evolution of video tools and platforms, businesses need to stay informed about the latest innovations to adapt and avoid falling behind.

Conclusion: A bright and dynamic future

Video and live streaming are ushering in a new era of business communication. No longer a secondary option, they have become a strategic necessity for modern companies. Their ability to bridge geographical gaps, enhance engagement, and meet the demands of a modern, interconnected audience positions them as essential assets for any corporate strategy.

As technology advances, businesses have the opportunity to transform how they interact with internal and external audiences. From virtual events that break down physical barriers to live streams that foster real-time interaction, video enables organizations to deliver messages with immediacy, impact, and authenticity. When implemented with a clear strategy and expert support, these tools not only enhance communication but also strengthen brand identity and values in an increasingly competitive market.

Investing in high-quality video and live-streaming solutions is not just a technical decision but a commitment to the future. In an era where audience attention is a scarce resource, professional-grade productions and engaging content can make the difference between capturing or losing the interest of clients, employees, and investors. Companies that effectively leverage these technologies will be better prepared to navigate the challenges of the digital landscape, maximizing their relevance and positioning themselves as leaders in innovation and communication.

And that concludes this article about broadcast and streaming technology in the business world. If you’re considering incorporating this format into your content strategy to enhance your company’s audiovisual communication, or if you believe there’s room to improve what you’re already doing with video, don’t hesitate to reach out to us so we can help you achieve outstanding results while maximizing impact.