Video streaming 'part of everyday culture'

Category: Rich Media

April 11th 08, 11:00

Online culture is now heavily influenced by video streaming and web TV content, the Internet Advertising Bureau (IAB) has claimed.

Video-specific sites have proliferated as services like the BBC's iPlayer grew in popularity, noted Jack Wallington, the IAB's programmes manager.

The rich media focus of sites like this and Channel 4's 4oD, as well as YouTube, have encouraged many companies to integrate multimedia content into their websites, he suggested.

And the technology has reportedly developed, with video quality improving and players increasingly accessible and easy to use.

"As a result, people that use the internet are now aware of the advantages of video, they know how to use online video players and have an excellent experience," he said.

Internet service providers (ISPs) have criticised the iPlayer and its peers for putting networks under too much strain, it emerged this week.

The service's popularity is overwhelming the internet and broadcasters should contribute to the cost of upgrading its capacity, said ISP Tiscali.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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