When companies want to distribute their own videos, they need a video distribution platform. There are two main types of these platforms: free and paid. The features of each are as follows.
## Features of free video distribution platforms
Typical free video distribution platforms are video posting services and social networking services. They are suitable for distributors who want to spread their videos to a large number of viewers. However, there are some points to note: advertisements from other companies or competitors may appear before the video starts or in the thumbnail, and you cannot customize the design of the video player. You also need to follow the rules of the distribution platform regarding the content of the video and the rights to the content, and there may be cases where you cannot protect the copyright of the content.
## Features of paid video distribution platforms
There are various functions available for different scales and purposes, which can be used for branding and marketing. Since no advertisements from other companies are displayed and the video player can be customized to match your company’s brand, you can express your brand’s world view. It is also possible to protect the copyright of your video content and safely distribute it by applying viewing restrictions to content that you only want to distribute to specific audiences. However, unlike free services, there is a certain cost involved.
So, what points should you be aware of when selecting a video platform for your company? Let’s take a look at seven points to keep in mind.
__Table of Contents__
– [1. Management](#1-)
– [2. Features](#2-)
– [3. Analysis](#3-)
– [4. Scalability](#4-)
– [5. Support](#5-)
– [6. Costs](#6-)
– [7. Track record and business continuity](#7-)
## 1. Management
### Management functions
– __Interface usability__: When there are a large number of videos, the ease of use and operability of the control screen has a significant impact on operational efficiency.
– __Ease of video management__: If searchability can be improved by using arbitrary keywords, tags, dates, number of views, etc., it will be easier to manage even if the number of videos increases.
– __Multi-device support__: In order to make the most of the fact that videos can be watched anywhere as long as you have a device, it is desirable that the platform is compatible with PCs, tablets and smartphones.
### Frequency of function updates
The functions of video distribution platforms are updated in line with advances in related technologies such as internet browsers and analysis tools. Check the frequency of function updates.
## 2. Functions
### Customizing the video player
If you can customize the video player to your company’s specifications, you can make use of it for branding and marketing. Examples of customizable items include design selection, color change, logo display, image quality switching, subtitle settings, chapter settings, double-speed playback, and 360-degree video support. In addition, if you can display detailed explanations, links to inquiries, and related videos during video playback or after video playback is complete, it will help to increase the conversion rate*.
*An indicator that shows the percentage of website accesses that result in a conversion (i.e. a purchase or application)
### Distribution overseas
– __CDN (Content Delivery Network)__: It is a good idea to check whether the CDN used by the video distribution platform can cover the countries and regions where viewing is expected without difficulty.
– __Multilingual subtitles__: If you are also distributing overseas, for example to employees at overseas offices, it is likely that you will need multilingual subtitles, so it is preferable to use a platform that can handle switching between subtitle languages.
## 3. Analysis
### Analysis functions
It is a good idea to check the items that can be analyzed. As an example, the following items can be analyzed.
– Number of views
– Playback time
– Viewing retention rate
– Viewer attributes
– Viewing method (OS, device)
– Location of access (country, region)
## 4. Scalability
### Data linkage via API
Many video distribution platforms can read and write data from outside and link data using various APIs*. Check to see if there are APIs you need. As an example, you can link the following items.
– Video data (titles, thumbnails, etc.)
– Video player operations (play, stop, etc.)
– Access analysis data
– CMS that generates web pages
*__API__: A set of rules that defines the procedures and data formats for calling and using the functions and data managed by a computer program (software) from other external programs
## 5. Support
### Support menu, SLA
The support system is important in the event of a problem or if you want to make an inquiry. It is advisable to check that the support level you require is provided.
– __Support menu__: It is recommended that you check the support documents, dedicated email address and phone number for support requests, dedicated support staff, and whether or not there is an emergency response service.
– __SLA (service quality assurance)__: It is a good idea to check the definition of the service, service level (video distribution platform uptime, time from inquiry to start of response or recovery), and scope of application.
## 6. Costs
### Total cost
It is a good idea to estimate not only the cost of introducing a video distribution platform, but also the running costs. Even if you are using a free video distribution platform, we recommend including the labor costs of the staff in charge of video-related work within your company and the costs of outsourcing operations as running costs in your calculations.
– __Initial costs__: Initial introduction costs, training costs, etc.
– __Operating costs__: Costs that occur on an ongoing basis, such as video distribution platform usage fees, maintenance support costs, consulting costs, and outsourcing costs
Examples of what is included in the video distribution platform usage fee
– Number of accounts
– Bandwidth used
– Storage capacity
– Number of times played
– Support content
– Maintenance (function updates, etc.)
## 7. Implementation results and business continuity
### Implementation results
It is a good idea to investigate the implementation results of the video distribution platform you are considering, to see what kind of companies have implemented it.
### Business continuity of the company providing the service
It is advisable to consider whether the company has sufficient business execution capabilities, resilience and sustainability in the event of a service suspension due to a disaster or system failure. It is also a good idea to check whether there is a possibility that the company providing the service may disappear due to a takeover or bankruptcy.
