How Google’s Chromecast Is Changing Digital Media (Video)

    By Amy Schmittauer | Small Business

    This week on the Magnet Minute, Amy talks about a new device that Google released a couple weeks ago, called the Chromecast. It’s a dongle-like contraption that you can plug into your HDTV via HDMI port and USB/power cord to stream activity from your computer or mobile device.

    Chromecast makes it easy to stream YouTube, as there’s a Chromecast button on your player (when your Chromecast is properly set up, the two options will communicate), and the video you want to watch will be sent to your TV. The remote control will then be your original source (your computer or mobile device).

    The really cool part about this is that it isn’t just YouTube — other apps and platforms may be on their way — and it includes streaming any activity of your Google Chrome browser. This opens up a lot of possibilities, as anything you can stream through a browser can now be broadcast to your TV with Chromecast. All you need to do is download the extension to your browser, so that the Chromecast button appears ready whenever you want to stream. Then you’re set on that end.

    This type of technology is really changing the the world of online video. What was once a very distracted audience is now becoming more tolerable for long-form content, something we’re definitely starting to see trend upwards. Is it that simple? Certainly not. The content still needs to be engaging and interesting for the viewer to let something play for longer than 3-5 minutes, but it’s more possible today than we’ve seen in recent years.

    This is a game changer for creators because viewers may be wanting more long-form content from them when they may have been used to something short and to the point up until now. More minutes viewed on a platform like YouTube is certainly a valuable goal and metric, but the content still needs to be up to par in order for that pay off to come in and viewers to give them that time.

    In terms of advertisers it’s certainly really interesting to see them gear their content for an online audience and end up back on television. But instead of returning to previous strategies, it makes more sense for them to have an even more engaging content strategy, so they aren’t just ignored like every other commercial being played on television these days.

    What do you think of the Chromecast and how it’s changing media? Do you think this is a shift for online video?

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