WHAT IS INTERACTIVE VIDEO?
Video itself has come a long way from analog video in television systems, nowadays the quality of digital video and reach has surpassed that of analog video. People are walking around with mini-computers in their pockets that are able to connect to 5G networks reaching mind-boggling speeds that many find unobtainable in their home. With this in mind, it’s not only that video that has been changing but also how and where people are watching it.
Since 2005 interactive video has seen a vast growth in usage. On the face of it, this is due to more people having access to devices that enable them to interact with digital video and also over faster internet speeds that allow for more complex content to be streamed.
But what exactly is interactive video?
According to the Collins English Dictionary interactive video is defined as “a computer-optical disk system that displays still or moving video images as determined by a computer program and user needs”. In layman’s terms, interactive video is a type of digital video that supports user interaction.
Functionally, video interactivity can manifest itself in a few different ways. Videos that contain these interactive elements are easily defined as interactive. Here are some of the most popular ways in which brands and content creators are adding interactive functions to videos online:
Adding Hotspots: Probably the most widely used form of interactivity, adding clickable hotspots to a digital video often results in an action to be performed, for example activating a pop-up window within the video (Eg. JD Sports Christmas Campaign).
Branching: Video branching enables the user to click on various options while watching a video to determine which part of the video to watch next (Eg. Buzzfeed Parenting Challenge).
Involving Data Inputs: While viewing a video, an interactive layer might provide the users with the opportunity to input their own data in a form like structure.
Gamification: Through the usage of various UI components such as slider controls or steppers interactivity can be added to host game principles in an otherwise non-game environment.
Using Carousels: Interactive Carousels within the interactive video player are also often widely used to allow the user to interact with the featured elements while the video is playing.
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