Video has been the dominant form of media on the planet for the better part of a century at this point. But it would be a mistake to assume that it has been in any way static during that time. Video as a medium is constantly evolving. And in the modern era, that evolution is only getting faster.

Tech has had a huge hand in shaping the video distribution market and will likely continue to do so well into the future. So let’s take a look at just what those changes that tech has made really look like, and what could well be on the horizon.


Of all of the changes to video distribution that tech has facilitated in the modern era, there are few quite as bold and game-changing as streaming. The rise of platforms like Netflix completely disrupted the ways that people engage with their media. No longer were people limited to “what was on.” They could now choose to watch whatever they wanted for as long as they like. “Binge TV” was born. The ways in which video content is both produced and distributed changed for good.


Thanks to the rise of the internet and smart devices, one of the most significant changes to video distribution is the rising importance of recognising the demand for interactivity. Sites like Youtube and TikTok don’t solely produce and platform video, they encourage users to both comment and to create their own content in direct response.


Smartphones are yet another truly game changing piece of tech whose influence ranges far beyond just that of the video distribution market. But there’s no denying that smartphones and other smart devices have fundamentally altered the ways that consumers interact with video as a medium. For one thing, video is now something consumers take with them, rather than sitting at home waiting for them. It also means that the ease with which consumers move between video platforms has never been so great. Someone can go from Netflix to TikTok to Youtube, all within a few minutes.

What comes next?

The rise of personalised advertising Personalised advertising is something that we have already seen a great deal of in various industries. But it is very likely that we will see similar moves toward targeted advertising in video distribution. Rather than commercials appearing during breaks and vying for the best possible time slot, advertising will become unique for each viewer based on their browsing and viewing histories. Of course, this is going to depend heavily on both the level of regulation at play and the willingness of any individual consumer to consent to sharing their data.

Existing providers will adapt

There is an assumption that many people make that older content distribution methods and platforms will simply disappear in the near future. And, it is fair to say that there is something of an “adapt or die” approach at play with a lot of the modern video distribution market. But the likeliest outcome is that providers and platforms will adapt. That’s alongside newcomers who are adapting well to these new outcomes like Red Bee Media. If platform holders and providers refuse to change with the times, they will fall behind, but most are likely to find a fresh existence in the new market.

Of course, there is always the possibility that something will come along to disrupt the video distribution market in ways that we can’t even fully predict. However, there’s no doubt that the changes are going to keep coming and being able to adapt to those changes is the only way that video platform holders are going to survive.