Users upload 400 hours of content to YouTube every minute. That’s 65.7 years’ worth of video every day. 65.7 YEARS worth. And that’s up from the 300 hours of content per minute milestone that YouTube reached in December of 2014. We’ve talked about this in the past. That’s a lot of video data that needs to be managed, organized and distributed to viewers across the globe. And as we mentioned before, this trend is coming into businesses, and industry leaders are taking advantage of enterprise video platforms to keep all that video data managed and secure.

But there’s something more to this trend that we haven’t talked about.

YouTube CEO, Susan Wojcicki, commented on the new milestone for the site, “We’ve gone beyond an era of passive entertainment, into a renaissance of immersive entertainment where the traditional rules of television – those 22-minute episodes or strict timeslots – are being rewritten in favor of new kinds of entertainment, interesting new faces and above all, engagement and community.”

If you replace, “entertainment” with “business communication” you’ll get a fairly clear picture of the trends we’ve been seeing in the enterprise communications space for the past few years.

Business communication was once very one-directional, generally HR, Comms or executives putting together an email, newsletter or document and sending it to everyone in the organization so they could stay abreast of current affairs, company goals and alignments. To compare it to Ms Wojcicki’s statement, business communication was passive. Now, with the advent of enterprise video portals, not only can those communicators (HR, Comms, execs) connect with their audience live, in real time via webcast, but they can also solicit questions and comments during the presentation through Q&A functions built into the player itself. Instead of being talked to, employee audiences are having discussions with leadership in an immersive and engaging way.

The “new faces” that Ms Wojcicki is referring to are people who are creating original content specifically for audiences on YouTube. This trend is also prevalent in business video. By giving every employee the tools and access they need to create, edit, upload and share video in a user-friendly way, businesses are giving new voices to knowledge and expertise in their organization. To take this one step further, bringing those tools into a social enterprise atmosphere like IBM Connections, Microsoft SharePoint or Jive gives even more power to these videos to engage, educate and inform with maximum impact.

Leading enterprise video platforms are at the cutting edge of these trends in the enterprise. If you’d like to know more about how video can revolutionize the way your business communicates, contact Qumu.