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The video streaming market today: beyond distribution and into content creation Video streaming: the technical bit Video streaming technology has come a long way: the most important group, of course, are the streaming technology providers themselves, who choose which technologies and services to integrate into their platforms. These include Apple, which provides QuickTime as well as the HTML5-based technology to reach iOS devices; Adobe with Flash; and Microsoft with Windows Media and Silverlight. In the early days of streaming, the most relevant playback platforms were Windows and Macintosh computers. While Apple and Microsoft still hold generous leverage, computer platforms tend to be more open than mobile devices, while the latter composer is the fastest growing segment of streaming media viewers.

Because Apple owns both a very popular platform (iDevices) and operating system (iOS), it retains absolute power to control standards adopted by Apple devices. Other mobile influencers tend to be split between hardware vendors – like LG, Samsung, Motorola, Nokia and HTC – and mobile operating system providers like Google (Android) and Microsoft (Windows Phone). Streaming media delivery providers such as online video platforms ("OVPs") (which are product-services that enable users to upload, convert, store and play back video content on the internet, often via a structured, scalable solution that can be monetized) and such as user-generated-content sites ("UGC sites"), also influencing streaming technology adoption.

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For example, though Microsoft introduced Silverlight in 2007, it was not supported by any OVP until 2010, stopping its adoption. In contrast, OVPs like Brightcove and Kaltura, and UGC sites such as YouTube and Vimeo were among the first to support the iPad and HTML5, accelerating their adoption. While there are dozens of providers in both markets, the key OVPs include Brightcove, Kaltura, Ooyala, Sorenson Media, Powerstream and ClickstreamTV, while the most notable UGC sites are YouTube, Vimeo, DailyMotion, Viddler and Metacafe.

On the video live-streaming front as well, technology has made significant strides. Specialized OVPs such as Ustream and Livestream offer instant broadcasting of user-generated live videos with a live chat window running along the video player, giving users an opportunity to not only watch events as they unfold but comment on them, too [2]. YouTube made a video live streaming service available to its users too. And now, the icing on the cake: video streaming distributors and providers. The description of this entire ecosystem of video streaming would, indeed, not be complete without mentioning the providers of on-demand internet streaming media also called streaming video on-demand services ("SVoD services"). From 2011, the press began blogging about the most popular streaming media services that would bring high-quality commercial content streamed to the TV sets, smartphones and computers of the masses [3]. Netflix, Amazon Video on Demand (now rebranded Amazon Instant Video and Amazon Prime), Hulu Plus and Vudu came out on top ("SVoD providers"). Replicating the successful business model of music streaming in the video streaming sphere: it's all about scale, baby SVoD providers have it so good: not only can they benefit from the great strides made by streaming media technology since the mid-noughties, but they can also educate themselves faster thanks to, and avoid the pitfalls which threatened, their prerequors, ie streaming music on demand providers such as Spotify, Deezer, Pandora, Rdio, Grooveshark and Beats (the "SMoD providers").

While SMoD providers typically charge USD4.99 per month for an access plan to their services, and up to USDD9.99 per month for a premium plan, SVoD providers start their monthly subscription plans at USD7.99 with a maximum price of USD11.99 per month for SVoD services on up to 4 screens per household.