In this episode, we had an engaging conversation with Vinayak Shrivastav, the co-founder and CEO of VideoVerse, a leading video creating software.
We delved into the current state of the video media environment and explored the future of video creation online and consumption on a global scale. With VideoVerse at the forefront, we discussed how their innovative platform is revolutionizing the way users approach video create tasks worldwide.
Show us love!
Know more: thriftytitans.co
Share your thoughts: team@thriftytitans.co
Are you on Insta?: https://www.instagram.com/thrifty.titans/
Maybe LinkedIn?: https://linkedin.com/company/thriftytitans
YouTube? Come on!: https://www.youtube.com/@thrifty.titans
Share your feedback: https://forms.gle/4eSnbyMXQeWXAgc68
00:00:09
Saikat Pyne: Hello. I'm sa marketer, creative and all around Alpha nerd.
00:00:15
Saikat Pyne: Welcome to the you incorporated podcast. On this show, I
00:00:19
Saikat Pyne: catch up with some truly bad ass entrepreneurs, business leaders,
00:00:23
Saikat Pyne: marketers and content creators to discuss thoughts, stories and ideas
00:00:28
Saikat Pyne: at the intersection of business influence and design. If you
00:00:32
Saikat Pyne: want to stay ahead of the curve and build your
00:00:35
Saikat Pyne: brand your voice your way, you're in the right place.
00:00:56
Saikat Pyne: Hello. Hello. Welcome to the you incorporated podcast. Please join
00:01:01
Saikat Pyne: me in welcoming Vinai Treva, the CEO of videos, A
00:01:06
Saikat Pyne: video tach company that offers a smart A I based
00:01:10
Saikat Pyne: video editing suite to enterprises and content creators.
00:01:14
Saikat Pyne: Vinayak has worked as a venture capitalist, steering multiple high
00:01:19
Saikat Pyne: growth startups towards profitability. He has also worked in the
00:01:23
Saikat Pyne: media sector for a couple of years, witnessing how the
00:01:26
Saikat Pyne: sector was slow to catch up to the digital revolution.
00:01:30
Saikat Pyne: In this episode of the you incorporated podcast, we'll discuss
00:01:34
Saikat Pyne: video consumption trends in India and across the globe, the
00:01:38
Saikat Pyne: role of a I and M l in video consumption
00:01:41
Saikat Pyne: and video creation and the future of the video creator
00:01:45
Saikat Pyne: in India and around the world. Welcome to the podcast.
00:01:50
Vinayak Shrivastav: Thank you. thank you so much for having me on
00:01:52
Vinayak Shrivastav: this show. What's
00:01:53
Saikat Pyne: your take on how video consumption patterns are taking off
00:01:58
Saikat Pyne: in India and around the world
00:01:59
Vinayak Shrivastav: after covid?
00:02:01
Vinayak Shrivastav: Very interestingly, what's happened last year is that video traffic
00:02:05
Vinayak Shrivastav: made up of 80% of the total consumer Internet traffic
00:02:09
Vinayak Shrivastav: and this is a report that was given out by
00:02:11
Vinayak Shrivastav: Cisco that shows the global video traffic had just grown
00:02:14
Vinayak Shrivastav: by 80% and the total consumption that was all about
00:02:18
Vinayak Shrivastav: videos in 2021 video has been the preferred form of
00:02:22
Vinayak Shrivastav: communication for Corporates and brands. Video consumption has never seen
00:02:27
Vinayak Shrivastav: a bigger boom that happened since the pandemic happened.
00:02:30
Vinayak Shrivastav: Everything is accelerated. We all knew that we are moving
00:02:32
Vinayak Shrivastav: towards the video First World, which is gonna take a
00:02:35
Vinayak Shrivastav: couple of years. But we spoke about this in 2019,
00:02:38
Vinayak Shrivastav: and we told ourselves we told the industry, spoke about it,
00:02:41
Vinayak Shrivastav: that it's gonna take a couple of years, but no
00:02:43
Vinayak Shrivastav: one knew that the pandemic is going to hit everyone
00:02:45
Vinayak Shrivastav: so hard. And when it did, the acceleration of video
00:02:48
Vinayak Shrivastav: adoption happened at a much faster pace. And that's why
00:02:52
Vinayak Shrivastav: you see that today we're predicting that a global video
00:02:55
Vinayak Shrivastav: market by 2028 is going to be a $224 billion market.
00:02:59
Vinayak Shrivastav: That's a large market, right? That's a large market that
00:03:01
Vinayak Shrivastav: we're talking about. The demand for videos has accelerated tremendously
00:03:05
Vinayak Shrivastav: over the last, I would say, two years, three years
00:03:07
Vinayak Shrivastav: video need for video editing, need for easier, simpler, accessible tools,
00:03:12
Vinayak Shrivastav: demand for quick and easy formats. Example of Web stories
00:03:15
Vinayak Shrivastav: that are there in the market has just been growing
00:03:18
Vinayak Shrivastav: absolutely amazing. And and that's the best part that's happened
00:03:21
Vinayak Shrivastav: in terms of the overall way. The video consumption patterns
00:03:24
Vinayak Shrivastav: have changed not only in India but globally.
00:03:27
Saikat Pyne: I remember reading a tweet or probably a LinkedIn post
00:03:31
Saikat Pyne: somewhere that said, the Netflix stock was at this before
00:03:36
Saikat Pyne: the pandemic. During the height of the pandemic, it rose
00:03:39
Saikat Pyne: to whatever, why, and then it's back to Z. So
00:03:43
Saikat Pyne: the pandemic is over. So there was this presumption that
00:03:47
Saikat Pyne: the pandemic led to a spike in video content creation
00:03:52
Saikat Pyne: and a video content consumption. And now that the pandemic
00:03:55
Saikat Pyne: is over
00:03:56
Saikat Pyne: the days of incredible spike in video consumption,
00:04:02
Saikat Pyne: those days are over. What's your take on
00:04:04
Vinayak Shrivastav: that So surprisingly, what really happened was when the pandemic hit.
00:04:09
Vinayak Shrivastav: People switched over to watching long form content. Instantly, people
00:04:13
Vinayak Shrivastav: had more time on their hands. People were able to
00:04:15
Vinayak Shrivastav: manage because they were working from home. People were able
00:04:17
Vinayak Shrivastav: to manage work their personal life. And then they had
00:04:21
Vinayak Shrivastav: a lot of these other time that they could spend
00:04:23
Vinayak Shrivastav: on watching content,
00:04:24
Vinayak Shrivastav: which is a long form content. Once the world started
00:04:27
Vinayak Shrivastav: coming back, which is basically coming back to offices getting
00:04:30
Vinayak Shrivastav: back outside, which everyone wanted to and everyone knew that
00:04:33
Vinayak Shrivastav: this was gonna happen eventually.
00:04:34
Vinayak Shrivastav: Obviously, now, when you start stepping out, when you have
00:04:37
Vinayak Shrivastav: other things to do, the time now that you have
00:04:39
Vinayak Shrivastav: to consume the long form, content is going to be
00:04:42
Vinayak Shrivastav: shortened instantly. And that's exactly what's happened, right? So it's
00:04:45
Vinayak Shrivastav: not a surprise that the consumption levels of the long
00:04:48
Vinayak Shrivastav: form content have increased decreased. But at the same time,
00:04:52
Vinayak Shrivastav: you should see the stats for the amount of hours
00:04:55
Vinayak Shrivastav: of content and the amount of content that's getting consumed
00:04:58
Vinayak Shrivastav: with the short form content.
00:04:59
Vinayak Shrivastav: So I truly believe that yes, everything's changed for good,
00:05:04
Vinayak Shrivastav: but the short form content is the main driver that's
00:05:07
Vinayak Shrivastav: going to continue sticking around the long form content is
00:05:10
Vinayak Shrivastav: going to be all about quality. It's all going to
00:05:12
Vinayak Shrivastav: be about engaging the audience. You have
00:05:15
Vinayak Shrivastav: to get the audience hooked on so that they can
00:05:17
Vinayak Shrivastav: spend that kind of time watching the content. Look at
00:05:20
Vinayak Shrivastav: just the new season that's come out of stranger things, right?
00:05:23
Vinayak Shrivastav: It's the most amount of streams it's ever done on Netflix,
00:05:27
Vinayak Shrivastav: with the highest amount of ads that has been streamed
00:05:29
Vinayak Shrivastav: till date. So people want to watch good content quality content. Still,
00:05:34
Vinayak Shrivastav: it's just that all the other content is going to
00:05:36
Vinayak Shrivastav: suffer because of that, because people are not going to
00:05:37
Vinayak Shrivastav: have now time to watch
00:05:39
Vinayak Shrivastav: all the other content that was getting created. But on
00:05:42
Vinayak Shrivastav: the other hand, surprisingly, people have all the time in
00:05:45
Vinayak Shrivastav: the world right now to consume the short form content.
00:05:48
Vinayak Shrivastav: I'm I'll be super quick by scrolling through a 15
00:05:51
Vinayak Shrivastav: 2nd video or a 12th video. But my attention span
00:05:55
Vinayak Shrivastav: to consuming the content that's worth 30 minutes has reduced.
00:05:58
Vinayak Shrivastav: So let's say, just the way the patterns have changed,
00:06:01
Vinayak Shrivastav: nothing else has really changed, right? Your con consumption patterns
00:06:05
Vinayak Shrivastav: of consuming content has just changed.
00:06:07
Vinayak Shrivastav: Everything else has remained the same. So your bigger platforms
00:06:11
Vinayak Shrivastav: are taking the hit. The shorter platforms are now benefiting
00:06:13
Vinayak Shrivastav: out of it. And that's why you see that today,
00:06:16
Vinayak Shrivastav: the amount of content that we are creating in a
00:06:18
Vinayak Shrivastav: single month, overall combined, short form and long form is
00:06:21
Vinayak Shrivastav: actually the total amount of content that was created in
00:06:24
Vinayak Shrivastav: the early nineties and the early two thousands.
00:06:25
Saikat Pyne: I read that somewhere. So does that mean that the
00:06:28
Saikat Pyne: share of short form content is going to cannibalise long
00:06:32
Saikat Pyne: form content? What do you think?
00:06:34
Vinayak Shrivastav: Absolutely. I feel that the future is short form videos,
00:06:38
Vinayak Shrivastav: and I'm not saying that the long form content is
00:06:40
Vinayak Shrivastav: not going to exist. I believe that the long form
00:06:42
Vinayak Shrivastav: content is going to continue existing. It's just that
00:06:46
Vinayak Shrivastav: quality is going to take over volume. It's not going
00:06:48
Vinayak Shrivastav: to be a volume game anymore. In the long form content,
00:06:50
Vinayak Shrivastav: it's going to be all about quality. If you have
00:06:53
Vinayak Shrivastav: a good quality content, people will spend time to watch it,
00:06:55
Vinayak Shrivastav: consume it. If you have content that that is not
00:07:00
Vinayak Shrivastav: up to the mark anymore, you will
00:07:01
Vinayak Shrivastav: not have buyers for it right now. A recent to
00:07:04
Vinayak Shrivastav: Hindi movie that was released not to be named, face
00:07:07
Vinayak Shrivastav: that kind of situation right where people didn't even go
00:07:10
Vinayak Shrivastav: to the theatres to watch it. So it's very evident
00:07:14
Vinayak Shrivastav: that if people don't want to spend time in watching
00:07:16
Vinayak Shrivastav: content that is just created for the sake of it,
00:07:19
Vinayak Shrivastav: it needs to attract the audience. It just needs to
00:07:21
Vinayak Shrivastav: be exciting enough. So future. Definitely short form videos, long
00:07:24
Vinayak Shrivastav: form content is going to be all about quality, not volume.
00:07:27
Vinayak Shrivastav: But the main factor that's going to really kick in
00:07:30
Vinayak Shrivastav: here is going to be all about. The viewers want
00:07:33
Vinayak Shrivastav: absolute control of what they're consuming. They don't want to
00:07:36
Vinayak Shrivastav: be at the mercy of a TV channel or broadcaster
00:07:39
Vinayak Shrivastav: anymore and telling them what they need to consume.
00:07:42
Vinayak Shrivastav: I If I'm logging on to my television set at
00:07:45
Vinayak Shrivastav: nine PM, I do not want to consume a daily
00:07:48
Vinayak Shrivastav: show I might not even want to consume, Say old
00:07:50
Vinayak Shrivastav: go in the movie. I might want to consume something
00:07:53
Vinayak Shrivastav: absolutely different. I might want to consume something as a
00:07:56
Vinayak Shrivastav: National Geographic Channel for all we know. So one thing
00:08:00
Vinayak Shrivastav: which is very evident now is that viewers want to
00:08:02
Vinayak Shrivastav: have absolute
00:08:03
Vinayak Shrivastav: control of what they're consuming. And that's going to be
00:08:05
Vinayak Shrivastav: even more evident over the next couple of months and
00:08:09
Vinayak Shrivastav: years that we're going to continue seeing that platforms are
00:08:11
Vinayak Shrivastav: going to invest heavy on making sure that, uh, discover
00:08:15
Vinayak Shrivastav: the personalization of video content becomes a key for everything,
00:08:18
Vinayak Shrivastav: be it short form or long form after a point.
00:08:21
Vinayak Shrivastav: Everything has, like a recycled situation that gets
00:08:24
Vinayak Shrivastav: even in the short form. If I keep seeing crass
00:08:26
Vinayak Shrivastav: content and I am not enjoying watching that content after
00:08:30
Vinayak Shrivastav: a point, I will lose interest in watching them in
00:08:31
Vinayak Shrivastav: the short form content. So the key here is going
00:08:34
Vinayak Shrivastav: to be all about how discover and personalization happens where
00:08:38
Vinayak Shrivastav: this will start. Really shifting towards a shift will happen
00:08:41
Vinayak Shrivastav: towards users having more control other than the platforms. Now,
00:08:46
Vinayak Shrivastav: when you look
00:08:47
Saikat Pyne: at video content discovery, when I don't you think that's
00:08:50
Saikat Pyne: going to limit content discovery because just like social media,
00:08:54
Saikat Pyne: where people get caught up in echo chambers,
00:08:57
Saikat Pyne: the joy of stumbling on a piece of content do
00:09:01
Saikat Pyne: you think that is going to be a thing?
00:09:04
Vinayak Shrivastav: See it absolutely depends. What kind of content really excites me.
00:09:08
Vinayak Shrivastav: If you ask about my personal way of consuming content,
00:09:11
Vinayak Shrivastav: I keep evolving right. My genre of content, my consumption
00:09:13
Vinayak Shrivastav: patterns keep changing aggressively
00:09:16
Vinayak Shrivastav: because I truly enjoy watching variety when it comes to
00:09:21
Vinayak Shrivastav: different type of content. So I'm someone who would enjoy
00:09:24
Vinayak Shrivastav: watching a different set of content literally every single day. Now,
00:09:27
Vinayak Shrivastav: for every audience, it's a very different thing. But you
00:09:29
Vinayak Shrivastav: you put some interesting thoughts in my head that how
00:09:32
Vinayak Shrivastav: does this entire transition happen? But what I really feel
00:09:35
Vinayak Shrivastav: is going to happen here is that the platforms are
00:09:38
Vinayak Shrivastav: going to get smarter and just understanding the
00:09:40
Vinayak Shrivastav: customers better. They will know exactly what the customers like
00:09:43
Vinayak Shrivastav: to see and want to see. Netflix today has one
00:09:46
Vinayak Shrivastav: of the best recommendation engines that you will ever see,
00:09:49
Vinayak Shrivastav: and all the other platforms realise that, and they are
00:09:51
Vinayak Shrivastav: working towards creating their own recommendation engine as strong as Netflix.
00:09:55
Vinayak Shrivastav: But at the same time, it's about just giving the
00:09:58
Vinayak Shrivastav: control and the power to the user. Do you control
00:10:00
Vinayak Shrivastav: the data and you know what? The consumer wants to
00:10:02
Vinayak Shrivastav: see it, but you need to enable the
00:10:04
Vinayak Shrivastav: consumer to let them feel that they are choosing what
00:10:07
Vinayak Shrivastav: they want to see it. So if you're understanding what
00:10:09
Vinayak Shrivastav: I'm trying to say here is basically you're basically trying
00:10:12
Vinayak Shrivastav: to plant an idea into the consumer's head that this
00:10:14
Vinayak Shrivastav: is what you should see and they think that, yes,
00:10:17
Vinayak Shrivastav: this is what I want to see. So at the
00:10:19
Vinayak Shrivastav: same time, coinciding on the same path and watching the
00:10:22
Vinayak Shrivastav: content that the platform wants to show them and at
00:10:25
Vinayak Shrivastav: the same time the consumer see thinking that they are
00:10:27
Vinayak Shrivastav: seeing the same content that they want to see.
00:10:29
Vinayak Shrivastav: So this is going to continue happening. But at the
00:10:31
Vinayak Shrivastav: same time, I feel that the industry has just been
00:10:34
Vinayak Shrivastav: way too dynamic. You and I are talking about this
00:10:36
Vinayak Shrivastav: and the world might be moving towards something else. It's
00:10:39
Vinayak Shrivastav: absolutely possible, and it's about time that
00:10:42
Vinayak Shrivastav: we realise that yes, all means of communication all means
00:10:46
Vinayak Shrivastav: of your entertainment is going to be all about videos
00:10:48
Vinayak Shrivastav: in the future, and you're going to see a lot
00:10:50
Vinayak Shrivastav: more innovations happen in the video. It's just about how
00:10:53
Vinayak Shrivastav: well the platforms and the consumers both adapt at their
00:10:56
Vinayak Shrivastav: end
00:10:57
Saikat Pyne: in terms of short form video content in the near future.
00:11:01
Saikat Pyne: What are the couple of formats right off the bat
00:11:03
Saikat Pyne: that you think are going to take off in the
00:11:05
Vinayak Shrivastav: coming months?
00:11:06
Vinayak Shrivastav: So there is something very interesting that we have been
00:11:08
Vinayak Shrivastav: seeing with our product back at magnify right quick background
00:11:11
Vinayak Shrivastav: for the audience here, while you did a great job
00:11:13
Vinayak Shrivastav: giving an explanation to the audience. So as a company
00:11:17
Vinayak Shrivastav: at video works, what we're trying to do is we
00:11:19
Vinayak Shrivastav: built three different products today. One is called us magnify,
00:11:22
Vinayak Shrivastav: which is an enterprise editing solution, or the main core
00:11:25
Vinayak Shrivastav: of the entire solution. There is that it takes in
00:11:28
Vinayak Shrivastav: any kind of feed, live, recorded
00:11:30
Vinayak Shrivastav: and instantly identifies key moment inside the feed and creates
00:11:34
Vinayak Shrivastav: a short format clip out of it. The clip can
00:11:36
Vinayak Shrivastav: be pre sized in two different formats, and obviously you
00:11:38
Vinayak Shrivastav: can monetize it by adding a pre rule post role
00:11:41
Vinayak Shrivastav: or attach or add unit to it, and you can
00:11:43
Vinayak Shrivastav: also publish it on social channels. What we have seen
00:11:46
Vinayak Shrivastav: with magnify very specifically is that
00:11:49
Vinayak Shrivastav: consumers enjoy watching short content, and I'm talking about, say,
00:11:54
Vinayak Shrivastav: for an example, you're watching a live. If you miss it,
00:11:57
Vinayak Shrivastav: the next best way of you consuming the type event
00:11:59
Vinayak Shrivastav: is going to be you going on a social media
00:12:01
Vinayak Shrivastav: channel or finding it while you're scrolling on Instagram, where
00:12:04
Vinayak Shrivastav: it's either Pirated or the quality of the content is
00:12:06
Vinayak Shrivastav: not good.
00:12:07
Vinayak Shrivastav: Both the people end up losing something in this. And
00:12:10
Vinayak Shrivastav: when I'm mentioning both the people, the first person I'm
00:12:12
Vinayak Shrivastav: mentioning here is actually the content right holder who spent
00:12:15
Vinayak Shrivastav: a million of dollars in acquiring content rights for that content.
00:12:18
Vinayak Shrivastav: And second is a consumer who wants to just have
00:12:20
Vinayak Shrivastav: a good experience of consuming a good quality content. But
00:12:22
Vinayak Shrivastav: he's not able to because the platform have not been
00:12:25
Vinayak Shrivastav: smart enough to adapt to pushing the content out fast.
00:12:28
Vinayak Shrivastav: The user has not been able to watch it,
00:12:31
Vinayak Shrivastav: but that has changed drastically. Platforms have realised that while
00:12:35
Vinayak Shrivastav: the long form content is going to continue existing, the
00:12:38
Vinayak Shrivastav: short form content is which is going to have a
00:12:39
Vinayak Shrivastav: more amount of viewership than the long form content. So
00:12:43
Vinayak Shrivastav: they are adopting to solutions where they're actually trying to
00:12:45
Vinayak Shrivastav: see how can they use the short form editing tool
00:12:49
Vinayak Shrivastav: that we have today to create content of multiple formats
00:12:53
Vinayak Shrivastav: and multiple capsules and publish it at scale for the
00:12:56
Vinayak Shrivastav: audiences to consume. We recently just concluded the IP l
00:12:59
Vinayak Shrivastav: and
00:13:00
Vinayak Shrivastav: you'll be surprised for the amount of viewership that the
00:13:03
Vinayak Shrivastav: key moments ended up getting compared to actually the live clips.
00:13:08
Vinayak Shrivastav: And we were shocked ourselves because we realised that people
00:13:11
Vinayak Shrivastav: want to come and watch the live content, but they
00:13:13
Vinayak Shrivastav: also don't want to be hooked on for the entire match.
00:13:16
Vinayak Shrivastav: No one has the patience today to sit in front
00:13:18
Vinayak Shrivastav: of the TV screens or their mobile phones, consuming a
00:13:20
Vinayak Shrivastav: four hour live match. Even if it's a T 20 game,
00:13:23
Vinayak Shrivastav: they want to consume
00:13:25
Vinayak Shrivastav: bits and moments of it and just see maybe the
00:13:27
Vinayak Shrivastav: last few overs, or a little bit of glimpse here
00:13:30
Vinayak Shrivastav: and there. When our good innings is happening. No one
00:13:33
Vinayak Shrivastav: is really going through the entire match, and that's why
00:13:34
Vinayak Shrivastav: you'll see. There's a drop in terms of total amount
00:13:37
Vinayak Shrivastav: of viewership on these live matches, compared to what it
00:13:39
Vinayak Shrivastav: was back in 2019 2020. But there has been a
00:13:43
Vinayak Shrivastav: acceleration and a shot up in terms of the amount
00:13:47
Vinayak Shrivastav: of people that are consuming the shot content.
00:13:49
Vinayak Shrivastav: You go on to these apps where these matches are
00:13:51
Vinayak Shrivastav: getting published, that instantly the amount of people that are
00:13:54
Vinayak Shrivastav: actually consuming this content has almost grown 8.2 times compared
00:13:57
Vinayak Shrivastav: to what, Actually the content live viewership is so it
00:14:00
Vinayak Shrivastav: just tells you that people have already made up their
00:14:02
Vinayak Shrivastav: mind that we want to consume short form content very
00:14:05
Vinayak Shrivastav: quickly and move on to the live format. If there
00:14:08
Vinayak Shrivastav: is something exciting, what's
00:14:09
Saikat Pyne: the next stage after this? Do you think that the
00:14:12
Saikat Pyne: formats are going to evolve, or do you think the
00:14:15
Saikat Pyne: formats are going to pretty much stay the same?
00:14:17
Vinayak Shrivastav: I think the formats are going to continue remaining the
00:14:19
Vinayak Shrivastav: same when you take live event. For an example, you
00:14:22
Vinayak Shrivastav: cannot change the format of a live event. What you
00:14:24
Vinayak Shrivastav: can change is basically a pattern of how the live
00:14:26
Vinayak Shrivastav: event is getting consumed. Format will stay the same, the
00:14:29
Vinayak Shrivastav: patterns will change, broadcasters and the platforms will keep getting smarter.
00:14:34
Vinayak Shrivastav: They know that while the live content is going to
00:14:35
Vinayak Shrivastav: have a lot of
00:14:36
Vinayak Shrivastav: add a value built into it, the short content is
00:14:38
Vinayak Shrivastav: going to have a lot of shelf life for the content,
00:14:41
Vinayak Shrivastav: and that's what they're going to play on. They're going
00:14:43
Vinayak Shrivastav: to play on shelf life of the content, creating more
00:14:45
Vinayak Shrivastav: personalised content. For an example, I'm watching a cricket match.
00:14:48
Vinayak Shrivastav: I like Virat Holi. All the moments of Vera Holi,
00:14:50
Vinayak Shrivastav: if I can consume it while the live game is
00:14:52
Vinayak Shrivastav: going on, is going to be an absolutely amazing experience
00:14:54
Vinayak Shrivastav: for me.
00:14:55
Vinayak Shrivastav: And that's what the platforms want to give to their users.
00:14:58
Vinayak Shrivastav: Now they want to give an amazing experience. Uh, the
00:15:00
Vinayak Shrivastav: reason why our tool today is getting widely used across
00:15:04
Vinayak Shrivastav: live events is specifically for that reason that the platforms
00:15:07
Vinayak Shrivastav: want to give a customised experience to their users that
00:15:11
Vinayak Shrivastav: if you like MS to watch all the MS to clips,
00:15:13
Vinayak Shrivastav: if the match is over, the highlights should be out
00:15:16
Vinayak Shrivastav: in less than 30 seconds for the consumers to watch it.
00:15:18
Vinayak Shrivastav: If there are some key moments, there should be a
00:15:20
Vinayak Shrivastav: combination of key moments that are instantly created and published
00:15:23
Vinayak Shrivastav: for the users to watch. So these kind of interesting
00:15:25
Vinayak Shrivastav: aspects is what we are really working on. We're trying
00:15:27
Vinayak Shrivastav: to deliver this to our user base, so I think
00:15:30
Vinayak Shrivastav: the answer to your question is that
00:15:33
Vinayak Shrivastav: the patterns are going to change. The formats are going
00:15:36
Vinayak Shrivastav: to continue remaining the same. We
00:15:38
Saikat Pyne: are now curating small moments from the bigger chunk of
00:15:43
Saikat Pyne: video content, right? Do you think going forward, at least
00:15:46
Saikat Pyne: for live events programming is going to change as well?
00:15:50
Saikat Pyne: Do you think short form content is going to impact
00:15:52
Saikat Pyne: how long form content is produced as
00:15:54
Vinayak Shrivastav: well? Absolutely. It's already happening. So if you see today,
00:15:58
Vinayak Shrivastav: when a broadcaster sells the rights right or for an example,
00:16:01
Vinayak Shrivastav: league holder sells the right. What really is happening here
00:16:03
Vinayak Shrivastav: today is that platforms have already started
00:16:06
Vinayak Shrivastav: taking rights only for key moments and highlights. They don't
00:16:08
Vinayak Shrivastav: want to take rights for the entire game. It's very expensive,
00:16:11
Vinayak Shrivastav: and you have a lot of management to do. On
00:16:13
Vinayak Shrivastav: top of it, you have to manage your entire C
00:16:14
Vinayak Shrivastav: DNS or delivery mechanism subscriptions A units. So it's a
00:16:19
Vinayak Shrivastav: lot of headache, but when you take the shorter clips,
00:16:21
Vinayak Shrivastav: you don't have to worry about anything because all you
00:16:23
Vinayak Shrivastav: have to do is publish the clips and you just
00:16:25
Vinayak Shrivastav: have to have a good protection built into it. So
00:16:26
Vinayak Shrivastav: that the videos don't get downloaded for copyright purposes, and
00:16:29
Vinayak Shrivastav: when you can monetize it instantly, you can monetize it
00:16:31
Vinayak Shrivastav: by instantly just plugging in your ad network, also straight
00:16:34
Vinayak Shrivastav: away so you don't
00:16:35
Vinayak Shrivastav: need to really go and sell out a inventories. Your
00:16:37
Vinayak Shrivastav: clip is going to be maximum 10 seconds, 15 seconds.
00:16:40
Vinayak Shrivastav: If you want to insert the best, you can insert
00:16:42
Vinayak Shrivastav: a three second Giff or at best, maybe a five
00:16:45
Vinayak Shrivastav: second ad, and in that much period of time, you'll
00:16:47
Vinayak Shrivastav: not be able to do too much. So whatever readily
00:16:49
Vinayak Shrivastav: is available, you can plug it into your system. And
00:16:52
Vinayak Shrivastav: platforms have already started adopting that, you know, a form
00:16:55
Vinayak Shrivastav: of just pushing on the content. What's happened is recently
00:16:57
Vinayak Shrivastav: you must have seen Tiktok has partnered with NBA, where
00:17:00
Vinayak Shrivastav: you can consume the NBA game on tiktok, but not
00:17:03
Vinayak Shrivastav: in the life form
00:17:04
Vinayak Shrivastav: in terms of the key moments. So every time someone
00:17:06
Vinayak Shrivastav: scores a basket, you are actually supposed to get an
00:17:09
Vinayak Shrivastav: instant clip on the NBA platform there where if you
00:17:11
Vinayak Shrivastav: subscribe and you can keep watching it, I think that's
00:17:13
Vinayak Shrivastav: what's going to happen for everyone that's consuming content. The formats,
00:17:17
Vinayak Shrivastav: the long forms are never changing. I can't go and
00:17:19
Vinayak Shrivastav: change an NBA game today and say that the rules
00:17:21
Vinayak Shrivastav: should change because people are not excited to watch the
00:17:24
Vinayak Shrivastav: entire game and go and say the 90 minutes of
00:17:26
Vinayak Shrivastav: football game is not exciting. Let's make it 30 minutes.
00:17:29
Vinayak Shrivastav: It's not how it is to be done, but what's
00:17:31
Vinayak Shrivastav: going to happen there is
00:17:33
Vinayak Shrivastav: chop up the entire length of the 90 minute game
00:17:36
Vinayak Shrivastav: into multiple bite size content and let consumers consume that
00:17:39
Vinayak Shrivastav: because what we get excited to consume is bits and
00:17:42
Vinayak Shrivastav: moments that's happening inside the event. Now, Realistically, if you're
00:17:46
Vinayak Shrivastav: watching a 90 minute football match, you'll have maybe at
00:17:49
Vinayak Shrivastav: best 20 minutes to 25 minutes of actual action happening.
00:17:52
Vinayak Shrivastav: Other than that, it just all being passed around. There's
00:17:55
Vinayak Shrivastav: a lot of tactical moves being made, so
00:17:57
Vinayak Shrivastav: so it's a game that progresses, and then it leads
00:17:59
Vinayak Shrivastav: up to a goal. Now people want to see is
00:18:02
Vinayak Shrivastav: just the lead up to the goal. They don't want
00:18:04
Vinayak Shrivastav: to see the progression towards it, and that's where that
00:18:07
Vinayak Shrivastav: saying that where people can actually understand the goal, so
00:18:11
Vinayak Shrivastav: it will be probably 10 seconds 20 seconds, 30 seconds,
00:18:13
Vinayak Shrivastav: whatever it is.
00:18:15
Vinayak Shrivastav: So that's really what's happening today, and that's going to
00:18:18
Vinayak Shrivastav: be more exciting for us as consumers, right? You and
00:18:22
Vinayak Shrivastav: I are going to be more excited because now we
00:18:23
Vinayak Shrivastav: are gonna have more options to consume a game. Now
00:18:25
Vinayak Shrivastav: you and I don't have to block our Saturday evening
00:18:28
Vinayak Shrivastav: to watch an E. P l match. We can say,
00:18:30
Vinayak Shrivastav: You know what? Let's go out. We will. We will
00:18:33
Vinayak Shrivastav: be out having dinner at the same time watching the match,
00:18:35
Vinayak Shrivastav: But I don't have to be hooked onto my phone
00:18:37
Vinayak Shrivastav: every time. There's an interesting moment, I'll get a pop
00:18:39
Vinayak Shrivastav: up and I can just go and watch the key moment.
00:18:42
Vinayak Shrivastav: And that's what
00:18:44
Saikat Pyne: or even maybe on our way to the restaurant or
00:18:47
Saikat Pyne: on our way back from the restaurant. We'll have a
00:18:49
Saikat Pyne: curated feed of key moments, and we've pretty much consumed
00:18:52
Saikat Pyne: the
00:18:52
Vinayak Shrivastav: highlights, right?
00:18:55
Saikat Pyne: Speaking about culling out short form content from long form content,
00:19:00
Saikat Pyne: what's the role of a I N M. Over here?
00:19:02
Saikat Pyne: Because whether I'm a broadcaster, whether I'm an individual creator,
00:19:06
Saikat Pyne: whether I'm an enterprise and I have this
00:19:08
Saikat Pyne: big campaign and I want to chop it up into
00:19:11
Saikat Pyne: bits and promote it on my social channels. Where does
00:19:15
Saikat Pyne: A I N m. L really fit in to the
00:19:17
Saikat Pyne: picture right now,
00:19:20
Vinayak Shrivastav: Like every technology has its own life cycle. I believe
00:19:24
Vinayak Shrivastav: that in today's world, a i N m. L plays
00:19:26
Vinayak Shrivastav: a great amount of deal when it comes to video
00:19:28
Vinayak Shrivastav: content creation. The reason for that is very specific that
00:19:32
Vinayak Shrivastav: a I can offer personalised content right now if you
00:19:35
Vinayak Shrivastav: have to personalise content for 1000 users, thousands and thousands
00:19:39
Vinayak Shrivastav: of users. I cannot do that manually. A. I plays
00:19:42
Vinayak Shrivastav: a very important part there to understand
00:19:45
Vinayak Shrivastav: and recommend what really is happening. What's not happening? What
00:19:48
Vinayak Shrivastav: is an interesting moment? What is an exciting moment for
00:19:51
Vinayak Shrivastav: consumers to consume it? New technologies are going to be
00:19:54
Vinayak Shrivastav: the key to cater to exploring demand. And if technologies
00:19:59
Vinayak Shrivastav: are going to be the key here, then obviously there
00:20:03
Vinayak Shrivastav: has to be a lot of innovation that needs to
00:20:05
Vinayak Shrivastav: be done in the editing ecosystem. When we're talking about
00:20:08
Vinayak Shrivastav: making sure that the content is
00:20:11
Vinayak Shrivastav: exciting enough for consumers to consume it, that means that
00:20:14
Vinayak Shrivastav: the tools that actually lead to the content creation have
00:20:17
Vinayak Shrivastav: to become even more smarter. So your editing tools have
00:20:20
Vinayak Shrivastav: to become smarter. Your editing tools have have to become
00:20:23
Vinayak Shrivastav: easy to use. One of the other products that we
00:20:26
Vinayak Shrivastav: are ending up launching next month is called A, which
00:20:29
Vinayak Shrivastav: is a simple Web based editor. The problem that we're
00:20:32
Vinayak Shrivastav: trying to tackle with that is that there's so many
00:20:35
Vinayak Shrivastav: amount of consumers that are turning to become
00:20:38
Vinayak Shrivastav: influencers. The prosumer world today wants to engage in social
00:20:42
Vinayak Shrivastav: conversations and at least try and see if it can
00:20:44
Vinayak Shrivastav: become a source of earning, which is a very good thing.
00:20:47
Vinayak Shrivastav: People are also wanting to use tools that are easy,
00:20:50
Vinayak Shrivastav: and that's where we have launched a tool called Ella two,
00:20:53
Vinayak Shrivastav: which allows people to go live and at the same
00:20:56
Vinayak Shrivastav: time edit their content. Right today, the live portion of
00:21:00
Vinayak Shrivastav: it is done by our other product, called a Stick,
00:21:02
Vinayak Shrivastav: which takes you live on multiple social platform. But the
00:21:05
Vinayak Shrivastav: future is that we realise that stick and last two
00:21:07
Vinayak Shrivastav: need to get together. So Illus is launching soon as
00:21:09
Vinayak Shrivastav: a Web based editor and stick today already exists. It's
00:21:11
Vinayak Shrivastav: been a year in the market,
00:21:13
Vinayak Shrivastav: and eventually the two products are going to coincide at
00:21:15
Vinayak Shrivastav: some point of time where we believe that live and
00:21:17
Vinayak Shrivastav: editing will work synchronously together and, uh, coming back to
00:21:23
Vinayak Shrivastav: the original question of a I and M L. Right
00:21:25
Vinayak Shrivastav: now imagine being able to watch the winning moment of
00:21:28
Vinayak Shrivastav: a match live on any device of your choice in
00:21:31
Vinayak Shrivastav: any format and at the exact time the moment has occurred.
00:21:35
Vinayak Shrivastav: Maybe with a 12 2nd lag right? Your digital content
00:21:38
Vinayak Shrivastav: anyways has 5 to 7 seconds of lag.
00:21:41
Vinayak Shrivastav: This is only possible with a I. If I have
00:21:43
Vinayak Shrivastav: a person sitting at the back end trying to edit
00:21:45
Vinayak Shrivastav: the content at that speed, it's going to not be
00:21:48
Vinayak Shrivastav: able to give me amount of capsules that I want.
00:21:51
Vinayak Shrivastav: It will give me a very stagnant type of feed. A.
00:21:53
Vinayak Shrivastav: I really plays a role there where it can make
00:21:56
Vinayak Shrivastav: your short form content as real time as possible for
00:21:59
Vinayak Shrivastav: the users to consume it. It will help keep the
00:22:02
Vinayak Shrivastav: viewers engaged
00:22:03
Vinayak Shrivastav: with what they want to watch from the mountain of content.
00:22:07
Vinayak Shrivastav: At some level, there's so much amount of content and
00:22:08
Vinayak Shrivastav: you need a i m. To come in and tell
00:22:10
Vinayak Shrivastav: you what you need to watch. It will make discover easy.
00:22:13
Vinayak Shrivastav: It's gonna make a personalization easy, and it's going to
00:22:16
Vinayak Shrivastav: make your entire
00:22:18
Vinayak Shrivastav: post production editing workflows much easier. That's where I really
00:22:23
Vinayak Shrivastav: speaking
00:22:23
Saikat Pyne: about volume quite naturally. If I am Disney plus Hot Star,
00:22:27
Saikat Pyne: I realise the power of chopping up these little moments
00:22:31
Saikat Pyne: in the game and bating it for the end user.
00:22:34
Saikat Pyne: But what about the individual contributor, the individual content creator?
00:22:39
Saikat Pyne: What role would A I N. M. L play in
00:22:42
Saikat Pyne: the way they create and serve content.
00:22:44
Vinayak Shrivastav: Now the best part here is for an I imagine
00:22:46
Vinayak Shrivastav: for an imagination perspective, here say, Tomorrow you decide to
00:22:49
Vinayak Shrivastav: become an influencer for creating content, right, and you want
00:22:53
Vinayak Shrivastav: to push content out on various social platforms. But the
00:22:56
Vinayak Shrivastav: challenge that you face is a you don't have access
00:22:58
Vinayak Shrivastav: to create video editors, and you don't know how to
00:23:01
Vinayak Shrivastav: use a sophisticated platform like maybe an adobe premier pro. Now,
00:23:06
Vinayak Shrivastav: when you don't have too much of knowledge there, you
00:23:08
Vinayak Shrivastav: don't know exactly how to fix the colour aspect ratios,
00:23:11
Vinayak Shrivastav: the brightness, the contrast, multiple things that really go into
00:23:14
Vinayak Shrivastav: your video production, right, and how do you really edit it?
00:23:17
Vinayak Shrivastav: What really needs to be done? Music changes.
00:23:19
Vinayak Shrivastav: A. I plays a great role there where it can
00:23:21
Vinayak Shrivastav: actually automate that piece and start recommending what you should
00:23:25
Vinayak Shrivastav: do with the content, right? What should be the setting,
00:23:27
Vinayak Shrivastav: dropping the content automatically out for what platform? It needs
00:23:31
Vinayak Shrivastav: to be published to realising that look, your consumers have
00:23:35
Vinayak Shrivastav: been watching your content and skipping it at the five
00:23:38
Vinayak Shrivastav: seconder mark. Why not just create a content of five seconds?
00:23:41
Vinayak Shrivastav: So you have just like a 15 2nd clip. Now
00:23:43
Vinayak Shrivastav: the platform is going to try and make it shorter
00:23:45
Vinayak Shrivastav: as much as possible. So
00:23:48
Vinayak Shrivastav: e. I is going to play an interesting role there
00:23:49
Vinayak Shrivastav: where it's going to try and keep changing these habits
00:23:52
Vinayak Shrivastav: of users.
00:23:52
Saikat Pyne: So anybody can technically be a video content creator. What's
00:23:57
Saikat Pyne: really the future of video content creation?
00:24:01
Vinayak Shrivastav: So interestingly right, the question that you have asked around
00:24:04
Vinayak Shrivastav: video creation and consumption landscape and the future for video creators.
00:24:07
Vinayak Shrivastav: So let's talk about a couple of interesting things that
00:24:10
Vinayak Shrivastav: have happened right? The Consumer Technology Association has found US
00:24:14
Vinayak Shrivastav: consumers now spend
00:24:16
Vinayak Shrivastav: almost as much time streaming videos on social platforms as
00:24:19
Vinayak Shrivastav: they do watching traditional TV, and this is going to continue.
00:24:22
Vinayak Shrivastav: Obviously changing the scale is weighing towards the earlier version,
00:24:26
Vinayak Shrivastav: which is going to be people streaming more and more
00:24:28
Vinayak Shrivastav: content on social platforms.
00:24:30
Vinayak Shrivastav: Videos will become the de facto default mode of communication
00:24:34
Vinayak Shrivastav: not just for Corporates and brands, but also within families
00:24:37
Vinayak Shrivastav: and communities. Right today, the best mean for me to
00:24:41
Vinayak Shrivastav: reach out to my friends and family is going to
00:24:43
Vinayak Shrivastav: be through a video call and the text messages are
00:24:45
Vinayak Shrivastav: getting absolute day by day.
00:24:47
Vinayak Shrivastav: The speed of video content creation and production is just
00:24:50
Vinayak Shrivastav: going to continue getting faster and faster because people know
00:24:53
Vinayak Shrivastav: that something that whoever gets out there first is really
00:24:57
Vinayak Shrivastav: the one that really wins, where everyone else is just
00:25:00
Vinayak Shrivastav: doing a copycat to them, creating tailored content for specific
00:25:03
Vinayak Shrivastav: platforms is going to become very important. For example, creating
00:25:06
Vinayak Shrivastav: a content for tiktok versus creating something for Instagram or
00:25:09
Vinayak Shrivastav: creating something for YouTube or Facebook is going to be
00:25:11
Vinayak Shrivastav: a completely different ballgame.
00:25:13
Vinayak Shrivastav: Everything is going to be about how what content are
00:25:16
Vinayak Shrivastav: you creating and for which platform every platform is going
00:25:18
Vinayak Shrivastav: to cater to a different mindset, though your audience might overlap,
00:25:22
Vinayak Shrivastav: but a different mindset. You know why they use a
00:25:23
Vinayak Shrivastav: platform that Genesis is very, very different.
00:25:27
Vinayak Shrivastav: Live stream is live streaming is going to completely grow.
00:25:30
Vinayak Shrivastav: It's going to exponentially grow. Over the next couple of years,
00:25:33
Vinayak Shrivastav: video marketing will become more targeted, more personalised, and A
00:25:37
Vinayak Shrivastav: I data will become the key to get insights on
00:25:40
Vinayak Shrivastav: what is working and accelerate production. So when with now
00:25:44
Vinayak Shrivastav: that we have seen how much importance video plays in
00:25:47
Vinayak Shrivastav: our life today, we're talking about
00:25:50
Vinayak Shrivastav: a world where a future for our creators, where your
00:25:54
Vinayak Shrivastav: video production is going to just get faster, better, much
00:25:57
Vinayak Shrivastav: more automated content creation is going to become smarter. People
00:26:00
Vinayak Shrivastav: are going to have access to a lot more tools,
00:26:03
Vinayak Shrivastav: which will make their content look even more better than before.
00:26:06
Vinayak Shrivastav: With already the amount of philtres out there, the content
00:26:08
Vinayak Shrivastav: already are looking absolutely
00:26:10
Vinayak Shrivastav: amazing, even if it's shot from a single iPhone camera.
00:26:13
Vinayak Shrivastav: These days it looks at the quality of getting shot
00:26:16
Vinayak Shrivastav: from proper professional camera, and that's going to continue evolving.
00:26:20
Vinayak Shrivastav: That's going to continue changing. So the future looks absolutely
00:26:23
Vinayak Shrivastav: amazing when it comes to these creators in terms of
00:26:25
Vinayak Shrivastav: creating content and how the consumption is going to happen.
00:26:28
Vinayak Shrivastav: What would
00:26:29
Saikat Pyne: your advice be to the micro influencer of today?
00:26:34
Saikat Pyne: Somebody who just has started creating content on social media
00:26:39
Saikat Pyne: and are now looking to ramp up their video content
00:26:42
Saikat Pyne: creation journey?
00:26:44
Vinayak Shrivastav: I think my two senses about this is going to be, uh,
00:26:46
Vinayak Shrivastav: people will have to experiment a lot with what their
00:26:49
Vinayak Shrivastav: audience want to consume, definitely go around and have a
00:26:52
Vinayak Shrivastav: look at different formats of content. And look at how
00:26:55
Vinayak Shrivastav: you understand their audience.
00:26:57
Vinayak Shrivastav: They'll be able to maximise
00:27:00
Vinayak Shrivastav: the R O. I on their entire end up spending
00:27:03
Vinayak Shrivastav: or end up even getting work, producing the content. And
00:27:05
Saikat Pyne: with that, it's a wrap. Thank you for being on
00:27:09
Saikat Pyne: the podcast. I really appreciated your time and your inputs.
00:27:13
Saikat Pyne: Please tune in next week for the next episode of
00:27:17
Saikat Pyne: the You Incorporated podcast. See ya,
00:27:30
Saikat Pyne: Thank you for tuning into the you incorporated podcast with me.
00:27:35
Saikat Pyne: You can write to us at high at the rate
00:27:38
Saikat Pyne: the u ink dot com d m me on LinkedIn
00:27:42
Saikat Pyne: or check out my blog blog dot sa p dot
00:27:46
Saikat Pyne: com for more interesting content on brand building content creation,
00:27:51
Saikat Pyne: productivity and influence.
00:27:53
Saikat Pyne: Catch you guys in the next episode