How was the ratio, say, nine years ago? And when did you see the surge in uptake of videos?
Since launching its video offering in 2002, Getty Images has seen customer usage increase by more than 2,000 percent, reflecting what is happening in the media publishing, marketing and advertising industries.
How do you see this ratio developing in the next 1-3 years, and what are your plans for driving your business in that direction?
Getty Images knows video will play a pivotal role in the future of the creative and media industries. We are currently seeing approximately 20 percent growth year on year when it comes to video, and with video uptake set to increase in the coming years, we anticipate this growth to continue. It is expected that by 2016, video will account for 86 per cent of global consumer traffic online (Marketing Week 2013), and with 1.8 million clips totaling over 20,000 hours, we are well placed to meet that demand.
What is key for us is to continue building our video collection to ensure our content is fresh, local and relevant, and one step ahead of our customers' needs. To this end, our photographers have been trained in video, and we have a number of partnerships with high profile video content providers like Red Bull Media. We also engage the latest technologies like video hyperlapse and octocopters to achieve unique, never before seen angles.
Another source of video content is via our partnership with Vimeo. It is an invitation-only program that allows some of Vimeo's talented creators to make their original work available for commercial use through the Getty Images global distribution platform. All Vimeo members are welcome and encouraged to contact Getty Images to find out more about the program and submit their work for consideration.
Who would you name as your main competition today—for both your video and still images businesses?
In the world of stock video we do not see any of our competitors offering the same level of content across both the editorial and commercial/creative areas. It is this breadth of content that sets Getty Images apart, along with our commitment and service. We have teams of dedicated sales people located across the region, and do not rely solely an online platform.
Beyond this, we have dedicated curators around the world tasked with maintaining consistency in the quality of our content, and creative planners who identify trends and develop our collections accordingly to ensure they meet the changing needs of our customers. It is this level of quality and service that gives us as a defining difference.
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