Getty Images is not just about stills these days. It now offers more than 1.8 million videos, and that number is going up, as is the number of its customers. Vice President of Asia Pacific at Getty Images, Glenn Parker here tells us more about how prominently video content figures in his company's growth plans.
What kinds of businesses are most of your customers in?
Glenn Parker: Getty Images' customer base is broadly split into three key areas: the media, creative agency and corporate sectors. We see demand for video from a range of different avenues. For example, we are seeing greater use of our news, sports and entertainment video not only by traditional media houses on their main websites, but also across dedicated news and sports blogs. The burgeoning need for real time content is fuelling this growth. Our commercial video content is popular with production houses and broadcasters for use not only in traditional TV commercials and documentaries, but for social media and other digital uses as well. One of our key focus areas for 2013 is video and with Thailand in particular being a popular production hub (alongside Indonesia and Malaysia), there is much for us to do in the local market in terms of raising the profile of our video offering and positioning ourselves as a premier provider of this content. We are also looking to partner with local broadcasters and production companies to distribute their content via www.gettyimages.com.
What do they typically use the videos for?
Customers such as graphic designers, advertising agencies and publishers, and businesses and corporations of all sizes license our video, music and imagery for a variety of purposes, including online and print advertising, billboards, newspaper and magazine articles, brochures and websites, internal communications, television commercials and movies. The growing use of still and moving content on digital platforms means that the demand for richer content becomes paramount. That is where our video content plays an important and significant growth opportunity for us in the region.
What is the ratio of revenue from your videos to that from your stills today?
While images make up the traditional core of our business in Southeast Asia and Hong Kong (and globally), we are seeing strong growth in video, and anticipate that this will continue as the use of mobile devices across Asia continues to proliferate.
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