USA Today’s David Lieberman writes about the growth of online video production, “as the audience for clips soars and production and distribution costs plummet,” he writes.
“It’s a gigantic business,” says Jeremy Allaire, CEO of Brightcove. “Every single month it’s just grown and grown, to the point where a majority of our customers now are not media companies. They are people using the Web to market, communicate, educate and inform.”
Colleges also find that potential applicants often prefer video to print catalogs. Since the online “distribution is close to free,” says Rhode Island School of Design’s Becky Bermont, the college was able to cut its admission budget by 20% last year.