The overwhelming majority of video content online is short clips and snippets, while TV programming is typically no less than half an hour. Lately, though, I’ve seen more and more of the opposite. As professional content finds its way to the Web, more of what’s available online is longer video. Conversely, with the growing success of on-demand, there’s more and more short-form video available on TV. Discovery Networks has seen VOD access of its programming grow 101% over the last year, and its most successful on-demand content has been short-form, information-based clips on the topics of military, health and science.
I don’t think we’re likely to see the pendulum swing too much in the direction of long-form video online and short-form video on TV, but it is interesting to watch the countertrend. The two distribution channels are converging, and there are bound to be many land-grabs in both directions until a new model shakes out.