Providers of live, linear, and VOD content strive to engage viewers on all of the most popular screens — and there will soon be two new device types to add to the must‐reach list. Virtual reality (VR) devices like Samsung Gear VR, Oculus Rift, HTC Vive, Playstation VR, and Google Cardboard will be added first. A little further out, augmented reality (AR) devices like Microsoft HoloLens and Meta 2 will also belong on the list.
For content providers and distributors considering adding VR and AR devices to their own must‐reach list, we have a must‐read white paper titled “Capitalizing on Viewers’ Hunger for Virtual and Augmented Reality.” It puts the VR and AR opportunity into context in six key areas, and includes the following highlights:
- Project the uptake of VR and AR devices: A recent survey by Deloitte found that 4% of US consumers surveyed already own a VR device. By 2025, analysts predict that hundreds of millions of consumers will own an immersive device.
- Visualize VR and AR: Examples in the paper demonstrate the main difference between VR and AR headsets, which is that VR headsets completely immerse you in a virtual environment, while AR headsets augment the real world.
- Consider how VR and AR may converge in the future: In 5 years or more, either VR will emulate AR or AR will be able to replicate VR experiences. This will allow consumers to enjoy a wider range of immersive experiences with a single device.
- Explore ways to delight users with VR and AR viewing experiences: Virtual cinema experiences in VR are the most immediately practical opportunity to pursue on immersive devices because of the deep libraries of existing content. However, there are many more opportunities to consider including, social viewing in VR or AR, 180° and 360° VR video.
- Understand the evolving device landscape: At the moment, three kinds of VR devices are poised to reach consumers. The three kinds of VR devices include VR headsets tethered to PCs (PC VR), VR headsets tethered to game consoles (console VR), and mobile VR headsets (mobile VR).
- Learn about the investments Adobe is making to enable end‐to‐end video delivery in VR and AR environments: Adobe is investing in ways to extend its multiscreen TV platform, Adobe Primetime, to manage the end‐to‐end delivery of video experiences to VR and AR devices, with playback, DRM, and ad insertion capabilities. Innovations are focused on providing multiscreen content providers with virtual cinema capabilities and addressing the challenges involved with delivering and monetizing bandwidth‐intensive VR and AR experiences to users at typical home broadband speeds. Additionally, Adobe will be adding VR and AR measurement capabilities into Adobe Analytics and other Marketing Cloud solutions.
The white paper can be downloaded here. Be sure to engage with the curated videos embedded in the paper. They will help immerse you into the world of VR and AR devices.