Like all explosions in the digital market place, the affordability of computers in the consumer market alongside an increased adoption of broadband to the home increased the demand of information accessibility. Computers were not just affordable, but also more powerful; and, with increased bandwidth connections, consumers demanded richer media.
At the same time, the abilities that opened up to the consumer with increased computing power and faster broadband would be compared to the rise of the automobile—the freedom to adventure, but this time on the digital landscape. The ethos of a participatory culture was born; a concept where consumers changed the status quo of perceived value by actively participating in value creation: making and watching videos.
In the late nineties, online video began to take off with reports of 9 to 17% of businesses utilizing video streaming in some way; reporting that restrictions due to processing power and bandwidth were beginning to disappear. The introduction of MPEG-4 in 1998, and its industry standardization in 2000 paved the way for streaming video adoption, or progressive downloading (now utilizing the H.264 codec for highest quality video at lower bitrates).
For viral videos growth to really take hold of the mainstream, client-side browser compatibility for video playback was an issue. The answer came from Adobe Systems’ Flash software, which was being bundled with every major browser. Flash used to be used for web animation; when it could handle high quality video playback, its market share in browser compatibility quickly made it the first choice in online video playback. Currently, Adobe markets that Flash is installed on 95% of computers.
1990s: Web video is being developed but too bleeding edge for mainstream.
1990s: The shapers emerge with QuickTime, Windows Media Player, RealNetworks.
1998: Startup Guba brings web video to early adopters.
1998-2000: mp4 is standardized video format for web video (latest codec is H.264 in 2008).
2003: Metacafe enters the growing video market.
2004: 14.2 billion views of video during this year.
2004: Brightcove, Vimeo open their doors.
2005: Adobe buys Flash from Macromedia; Video playback utilizing Flash takes off.
2005: Google Video joins the market along with YouTube utilizing Flash.
2006: Google stops investing in Google Video, buys YouTube.
2006-2007: Kaltura and Ooyala launch.
2008: 14.3 billion views of video during a typical month.
2008-2009: The rise of cloud computing to host and scale video content.
2009: Speculated 420 million USD deficit for YouTube due to ownership of infrastructure.
A viral video is a video clip that gains widespread popularity through the process of Internet sharing, typically through email or Instant messaging, blogs and other media sharing websites. Viral videos are often humorous in nature and include televised comedy sketches such as Saturday Night Live’s Lazy Sunday and Dick in a Box; amateur video clips like Star Wars Kid, the Numa Numa videos, The Dancing Cadet, The Evolution of Dance, the “Benny Lava” video; and web-only productions such as I Got a Crush… on Obama. Some “eyewitness” events have also been caught on video and have “gone viral,” including the Battle at Kruger.
With the proliferation of camera phones, many videos are being shot by amateurs on these devices.[original research?] The availability of cheap video editing and publishing tools allows video shot on mobile phones to be edited and distributed virally both on the web by email or website, and between phones by Bluetooth or MMS. These consumer-shot videos are typically non-commercial videos intended for viewing by friends or family.
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