Omni-Viewing of Accelerating Videos [5]2020: A Near-Future Video Viewing Scene
Previously, we introduced three surveys: " Web Survey on Video Viewing," " Survey on Video Viewing During Commutes/Commutes to School," and " Survey on Factors Defining Coexistence Patterns of TV Viewing and Internet Usage Among Young People." These highlighted the potential for expanding video viewing opportunities during commutes/commutes to school and the highly personal nature of internet videos, typically watched alone at home.
While this series has delved into younger generations from the perspective of video viewing, the final installment will consider what media behaviors they are likely to adopt in the future, taking into account the broader macro environment.
◆ Acceleration of Omni-Channel Video Consumption
As technological advances continue to increase communication speeds, the distinction between content delivered via communication networks versus broadcast networks will likely become increasingly blurred. While there was once a clear dichotomy—TV = broadcast = high definition, Internet = communication = low definition—the ability to deliver video at near-4K quality over communication networks will lead to a "diminishing awareness of transmission pathways" from the audience's perspective.
Our original research examined thus far also confirms that content perceived as originating from television still holds significant presence. However, even with the emergence of 4K TVs and 5G communication standards, the fundamental dynamic remains unchanged: compelling content attracts audiences. What audiences want to watch is what they want to watch, regardless of whether they are at home or outside, or the transmission path.
Thus, driven by technological evolution and environmental improvements, audiences are expected to begin adopting diverse behaviors such as watching internet videos outdoors, timeshift viewing, and place-shift viewing. Younger generations, who have grown up with smartphones in hand, will likely become more active in these areas. IP simulcast program delivery utilizing internet communication and TV program viewing via remote viewing devices will also become commonplace.
Anticipating this environment of anytime, anywhere video viewing—the phenomenon of "omni-viewing"—players in the information media industry will need to quantitatively understand young viewers' viewing patterns across different transmission paths and various "occasions" encompassing time and space, while maintaining and developing their current business model foundations.
Video viewing will become even more active among smartphone-native younger generations, who consume content without distinguishing between broadcast and streaming. To respond, media/content companies are expected to begin exploring business models that optimally combine the four media types shown in Figure 1: terrestrial broadcast, BS satellite, CS satellite, and the internet. Close attention to future video market trends will be essential.
◆ Video Viewing Landscape in 2020
How will life unfold in a world where video permeates every corner, driven by faster, higher-capacity communications? By the near future of 2020, video will become even more ubiquitous than today. Here is a glimpse into daily life in a world where video is accessible anytime, anywhere, and in any situation.
【Upon Waking】
Video touchpoints everywhere in the home
With technological advances, you'll come into contact with video unconsciously from the moment you wake up. Window glass becomes a display, projecting images alongside the alarm. For example, TV news programs appear on the window glass instead of a television set. Beyond TV broadcasts, it provides essential daily information like weather forecasts, traffic updates, and schedules. Every surface indoors becomes a display, with video seamlessly integrated into daily routines—from bathroom mirrors to kitchen refrigerators.
【Commuting/School Commute】
Private Video Viewing
Video viewing has also permeated commutes on trains. The proliferation of wearable computers like smart glasses and smartwatches allows people to enjoy videos without taking up extra space, even in crowded cars. Furthermore, Bluetooth-enabled earbuds become the mainstream choice for audio during wearable video viewing, delivering sound wirelessly to the viewer. While smartphone and tablet users remain prevalent, smart glasses—which allow users to access their favorite content without drawing attention—are becoming commonplace.
【Learning】
Learning anytime, anywhere
In future universities, classes will no longer be confined to lecture halls or classrooms. An environment will be established where you can take classes anytime, anywhere, even in cafes around town. Tables in shops will be digitized. Placing your personal device, like a smartphone, on the table will automatically activate it, turning the table into your personal device. You'll be able to instantly access the video you want to watch right then. Being able to take university classes regardless of location means that even those living in rural areas can take classes at Tokyo universities, or access cutting-edge courses from universities worldwide.
【City Streets】
Constant Video Exposure Even While Shopping
Future city streets will overflow with video content. Videos stream on digital signage, and video guides and advertisements will be visible everywhere—on street signs, pillar advertisements, and more. If you see a video you like in the city, simply point your smartphone at it, and the video will stream directly to your device. Bookmarking a video will also deliver information about the product, nearby stores that carry it, and more. For stores you've visited before, registering details like clothing sizes allows you to instantly check inventory or make reservations. It's not just about videos flooding the city; it's about combining them with personal information to create a more comfortable shopping experience.
【Watching Videos with Friends①】
Watching TV on a Large Screen Anywhere
Your smartphone will function as a compact projector. With just a wall, you can enjoy large-screen TV broadcasts with friends anywhere. Whether in a small room, club room, park, or street, a few people can gather and watch the same video on a big screen. During sports events, whenever like-minded friends gather, that spot becomes a shared viewing space with a large screen.
【Watching Videos with Friends②】
The Popularization of 3D Hologram Video
With the advent of 5G, you'll be able to watch videos in three dimensions via holographic imagery. While sports bars today feature large screens where everyone focuses on a single display, the future will see images projected individually from tabletop terminals. Streamed content will be diverse, allowing each table to enjoy footage from their preferred camera angle—captured from different perspectives of the same moment—in a three-dimensional experience.
【Home ①】
Televisions Transform into Projectors
Projector-style TVs will be commonplace in future living rooms. Large-screen TV images will be projected onto walls for family viewing. Projected images will also appear at the dining table, allowing people to enjoy different content right at their hands. Dad watching a big-screen TV, Mom checking athlete profiles, the daughter looking at a map to track another group's progress, and the son watching a completely different event – this style of enjoying separate content at your fingertips while sharing the same space will become widespread.
【Home ②】
Immersive Visual Experiences with Head-Mounted Displays
In rooms, highly personal devices like head-mounted displays enable viewing movies and other content with immersive power. By projecting images anywhere and immersing oneself in visuals unfolding before one's eyes, the act of watching video transforms into an experience. Staying indoors, one can enter the world of science fiction or feel like traveling abroad. Dedicated video content viewing will increase in the future.
Omni-viewing of internet videos is spreading, particularly among younger demographics. As viewing environments improve, audiences grow, and content expansion gains momentum, watching videos online will likely become a commonplace activity. This field seems increasingly hard to take your eyes off.
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Author
Manabu Tachiki
Dentsu Inc.
Since joining the company, I have been responsible for generational research, male consumer trend research, and projects focusing on trending and notable products. After handling major automotive companies in the Sales Division, I worked at DENTSU SOKEN INC. developing insights for the Chinese and Indian markets. From January 2012, began producing "Japan's Advertising Expenditures," "World Advertising Expenditures," and the "Information Media White Paper," while also building various audience insights. Transferred to a section handling internet advertising sales at Dentsu Inc. in 2016. Joined Dentsu Inc. Media Innovation Lab in 2019, and has been with Dentsu Inc. Future Forecasting Support Lab and Future Business Creation Lab since 2020.
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