Video Has Become Essential to Higher Education Institutions, but 95% Still Struggle in Serving Hybrid Audiences, Finds Kaltura Study

by Jacob Solomon May 16, 2023 News
Video Has Become Essential to Higher Education Institutions, but 95% Still Struggle in Serving Hybrid Audiences, Finds Kaltura Study

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There is still room for growth in how higher education institutions use video to better meet the needs of hybrid audiences.

A global survey about engaging hybrid audiences in higher education has been released by Kaltura.

Marketing and admissions, academic research and conferences, student life, continuing education, alumni relations, and more are some of the things that have been impacted by virtual and hybrid educational experiences. According to the study, hybrid event attendance is higher than purely in-person events because of their low barrier to entry.

In spite of its widespread usage and clear benefits, only 38% of respondents currently have a video content management system in place.

"Institutions of higher education have seen the clear impact of hybrid experiences, and yet we found that the term hybrid is still ambiguous to many and a majority of institutions have yet to establish clear KPIs for measuring impact and engagement." In order to fully realize the potential of digital audiences, institutions will have to increase their focus on establishing clear goals and monitoring outcomes.

The ability to have active engagement throughout is one of the most important parts of virtual and hybrid education. It is difficult for 30% of respondents to assess the engagement of online attendees on their current platforms and 23% find it difficult to make space for equal participation.

Only 25% of organizations use attention tracking for remote participants. The most popular ways of assessing engagement in hybrid events are chat participation, spoken participation, and quizzes or polls.

According to the report, an average of 4.7 video creation and sharing tools were being used per organization to address their hybrid audiences, with larger organizations using an average of 5.7 with some using as many as 10. With institutions juggling multiple platforms while balancing working with stakeholders and collaborating across teams, respondents are finding that one platform has not been able to meet all their needs, driving operational costs up Lowering costs is one of the top suggestions for the improvement of platforms.

According to the survey, cost reduction is a priority for organizers. Digital audiences have proven to be larger and more valuable than ever and the next step in maximizing their potential is improved efficiency

You can access the full report here. A survey of 450 people working in departments such as Continuing Education, Academic Technology, Marketing, Alumni Relations, and Professional Development was conducted in February of 2019. The US, UK, The Netherlands, and Italy were the countries that responded to the question.

Kaltura has something to say about it.

Any video experience can be powered by Kaltura. Kaltura offers live, real-time, and on-demand video products for enterprises of all industries, as well as specialized industry solutions for media and telecom companies. Our products and solutions are underpinned by a broad set of Media Services that are used by other cloud platforms and companies to power their own products. Leading brands use the Video Experience Cloud to reach millions of users, at home, at school, and at work, for events, communication, collaboration, training, marketing, sales, customer care, teaching, learning, and entertainment experiences. Visit to learn more.

Please contact us for media information.

The vice president of marketing is Lisa Bennett.

Lisa.bennett is the Director of Marketing at Kaltura.

There are forward-looking statements.

There are forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. All statements contained in this press release that do not relate to historical fact should be considered forward-looking statements, including, but not limited to, statements regarding our future financial and operating performance, including our guidance, our business strategy, plans and objectives for future operations, and our expectations regarding potential

It is possible to identify forward-looking statements by terminology such as "aim", "assume", "believe", "contemplate", "continue", "could", "due", "estimate", "expect", and "goal" It is not a representation that our current plans, estimates, or expectations will be achieved. This press release contains forward-looking statements that are subject to risks and uncertainties. We don't have to update the forward-looking statements in the future because of the law. These statements are subject to known and unknown risks and uncertainties that could cause actual results to differ from our current expectations. Our ability to successfully execute or achieve the expected benefits of our restructuring plan is one of the important factors that could cause actual results to differ from those anticipated in our forward-looking statements.

The survey results are not representations of fact or of the company's expectations. The opinions expressed in the survey are subject to change without notice, and they speak as of the survey's date.

CONTACT: Lisa Bennett EVP Corporate Marketing

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