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Consumers and Brands Love Video: Here's What That Means for Data Centers

By: Kayla Matthews on August 17, 2018

Video is becoming increasingly popular among consumers and, therefore, among brands who want to market to those consumers.

According to one recent survey, the average person watches 1.5 hours of video a day, while 15 percent of people watch more than three hours a day.

According to that same report, 72 percent of people would rather get information about a product or service by watching a video than by reading text. 

Brands also love video. This year, 81 percent of companies are using video for marketing, up from 63 percent in 2017.

They use it because it works. Research from the Aberdeen Group found that marketers who use video get 66 percent more qualified leads each year and get a 54 percent increase in brand awareness.

Video and Data

Video is growing fast — incredibly fast. You may have heard Cisco’s forecast that, by 2021, global IP video traffic will account for 82 percent of all consumer internet traffic. In 2016, it made up 73 percent. Internet video traffic is expected to grow fourfold between 2016 and 2021.

By 2021, Cisco expects annual global IP traffic to reach 3.3 zettabytes (ZB). Research group IDC has predicted that we’ll be creating 163 zettabytes of data from all sources annually by 2025.

A notable portion of data growth will come from video as users share, stream, upload and download all kinds of video content as varied as livestreams, surveillance footage and long-form ads. 

Managing all of that data creates challenges for data centers. To succeed, they'll need to come up with plans for how they’ll handle the growing amount of data being created.

How Data Centers Will Cope

Successfully managing all of this data will require data centers to make some changes to the way they operate. These changes are already underway but will become more pronounced as time goes on.

Edge Computing

Data centers are increasingly turning to data storage closer to the edge, or closer to the end user. This enables them to get content to the user faster and becomes more necessary as the amount of available data increases.

Of course, not all data can stay on the edge, so operators must ensure that the most in-demand data is the most accessible.

Data Virtualization

Virtualization can make it easier for data centers to determine what data is most in-demand and to manage it accordingly. Smart systems can conduct real-time analysis to keep an eye on what’s popular, and then automatically moving that data toward the edge.

Through virtualization, intelligent systems can also autonomously minimize redundancy, remove unnecessary data and reformat data as needed.

Cloud Computing

Cloud computing is one of the technologies that will enable this increased virtualization and automation. They also tend to have improved performance and efficiency as compared to traditional data centers.

By 2021, Cisco says, cloud data center traffic will make up 95 percent of all data center traffic. Cloud data centers tend to be larger-scale than other kinds of data centers. 

By 2021, these hyperscale data centers are expected to have 53 percent of all data center servers and 65 percent of all data stored in data centers.

The increasing amount of data being created has many potential benefits but also comes with challenges.

Data centers will have to upgrade their technologies and processes to ensure that they can successfully manage the rapidly growing amount of information they'll be faced with.

 Video will be a major component of these shifts.

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