Demand For Video is Rising – COVID-19 May Accelerate This Trend

Over the last ten years, demand for video content has consistently increased. In separate surveys conducted by Promo.com (Shitrit, 2019), Wyzowl (2021), HubSpot (An, 2020), Brightcove (2018) and Limelight Networks (2019), respondents reported that they not only spent more time watching videos, but also had a desire to see more, finding it to be the most engaging type of media. The findings of these surveys indicate that demand for video is increasing and businesses are responding to the demand. This is supported by Cisco (2018) in their white paper that forecasts internet traffic. In Australia alone, they expect video will make up 80% of all IP traffic, up from 74% in 2017 (Cisco, 2018).

To add to this demand for video, almost all Australians are now connected to the internet with a device. The 2021 census became something of a landmark year, where the Australian Bureau of Statistics (ABS) removed the question about household internet. They stated:

growth in internet access outside of the home on mobile and other devices and the fast pace of technological change, the collection of data on household internet access in the Census now has less relevance. (Australian Bureau of Statistics, 2020)

This huge shift has led to the digitisation of many products and services, driven by a greater uptake of devices with access to the internet.

Although there is still limited academic research into the impacts of COVID-19 on the long-term day-to-day behaviour of the general public, it will likely only prove to further push the trend towards video content. Much of the existing research centres around the increased use of video in medicine, education and social interaction. However, one particular research paper by Dr Jagdish Sheth in the Journal of Business Research examines the way consumers form new habits. He explains that the way these habits are formed are contextual and there are four main contexts that determine consumer behaviour – one of which is “ad hoc natural disasters” (Sheth, 2020). He then goes on to identify eight immediate ways consumer behaviour will change, three of which are particularly relevant to video consumption: Improvisation when new constraints arise, the embrace of technology and in-home products and services (Sheth, 2020).

The way that UrbanTalk is proposing to approach community consultation relates directly to these changes in behaviour. The general public are now more willing to find new ways of doing things, more open and familiar with technology and are used to receiving services directly into their homes. By adapting to these consumer shifts, UrbanTalk is uniquely placed to become a pioneer in the industry.

The NSW Government is also responding to the increase in demand and consumption of video content. The Department Planning, Industry and Environment began using YouTube to connect with the community, posting on a consistent schedule for the past three years. The content of these videos varies from current affairs, educational animations and interviews with industry professionals (Department Planning, Industry and Environment, n.d.).

This embrace of video content was followed by the launch of the Online DA Service in December 2018 as part of the NSW Government’s digital transition (NSW Government, n.d.). This service is set to become the mandatory method of DA submission for all councils by July 2021 (Planning Portal, n.d.). Submissions continue to increase every quarter, with over 53,000 DAs already submitted as of March 2021 (NSW Government, n.d.).