Online Video Players for Publishers: The Ultimate Guide for 2024

Online video players are indispensable tools publishers used across owned and operated websites, apps, and other digital platforms. They provide the necessary functionality for delivering video ads to users, tracking performance, understanding audiences better, increasing dwell time and generating ad revenue.

Due to the rising demand for video content, video players have become more important than ever. Readers increasingly expect video content alongside the usual text-based articles. Video now dominates platforms due to its innate distribution and engagement potential.

Major digital newsrooms, like The Economist, The Guardian, and the Washington Post, are optimizing their content and resources for the "tap generation," who prefer to consume news on their smartphones through video. 

Online video players are thus an integral part of the digital marketing tool kit. 

Choosing the right player can be tricky as a publisher, especially with so many options and technical considerations. In this article, we will look at some of the popular options and key features to consider when selecting one.

What is an Online Video Player?

Online video players are like traditional media players; however, they harness the power of the internet to deliver a seamless streaming experience directly through web browsers or apps. 

At their core, they provide essential functionalities such as play, pause, video playback, and content management while offering users an intuitive interface to navigate effortlessly through the video content. 

To achieve this, they use a combination of technologies like:

• Streaming Protocols: Such as HLS and MPEG-DASH that ensure seamless compatibility across various devices and platforms.
  
• Adaptive Bitrate Streaming: Optimize playback quality by dynamically adjusting video quality based on network conditions, enhancing the viewing experience regardless of internet speed fluctuations.
  
• HTML5: Traditional video players like Flash were plugin-dependent. Modern players, in contrast, are universally supported by HTML5, the language of the web. Developers can combine this with JavaScript and CSS to craft immersive video experiences and improve content delivery.
  
• User Experience: Modern video players combine cutting-edge technology with user-centric design to offer seamless, engaging experiences.

Why are Online Video Players important?

But first, why is video important?

Publishers must first understand the importance of video to understand why online video players are a key part of the content distribution system.

People have narrow attention spans in today's technologically disrupted world of apps and algorithms. An oversaturation of banner ads and the rise of ad blockers have significantly diminished the visibility and engagement of canonical text-based content. 

Video, in contrast, offers higher engagement rates. The demand for video content is growing, and its influence remains strong:

• 89% of people watch videos online every day
• 82% of people have been convinced to buy a product or service by watching a video
• Consumers strongly feel that video influences their trust in a brand

Using video to drive growth

Publishers need to be smart about how they use video. Combating traffic decline will require a well-defined strategy in which video is an essential driver of audience behavior. Publishers must use video as a marketing tool, a language they must learn to succeed in the digital world.

However, pivoting to video at scale is expensive and requires new skill sets. Fortunately, enabling technologies like Generative AI have evolved rapidly to make this transition easier.

For instance, Aeon's patented AI technology helps publishers achieve this using low-lift user inputs to automatically produce storyboards using headlines, context, content, and source or generate media assets.

The Importance of Online Video Players

Video players bridge the gap between the user and the ad. Some ads, like in-stream ads, cannot be served without a video player.  

The video player communicates with the ad server, sending signals through a markup language. Using VAST or VPAID (the two most common video ad serving templates), it reads the details about the ad creative. That’s how brands can let users see their ads. 

Traditionally, video players were known only for performing basic operations – hosting and streaming video content. But, as digital advertisers direct more ad dollars towards programmatic video, video players have evolved. Today they are:

• Responsible for the architecture and workflow of video ads and video content.
• Provide dashboards, analytics, and better insights to a publisher
• Offer video ad monetization tools to generate revenue out of every video view

Top Online Video Players

As we progress into 2024, the array of options expands to meet diverse needs and preferences. From renowned open-source solutions like Video.js to industry giants like Flowplayer, JW Player, Vimeo, and even platforms like YouTube, each brings its own unique blend of features and innovations to the forefront. 

Vimeo

Vimeo OTT is a popular platform for publishers looking to distribute their video content via a subscription service. It offers a range of features particularly focused on the B2C sector. Monetization options for publishers include Subscription Video On Demand (SVOD), Transactional Video On Demand (TVOD), and Ad-Supported Video On Demand (AVOD).

Vimeo offers customizable analytics and performance tracking, privacy controls, collaboration tools, marketing and monetization tools, storage and management, high-quality live streaming, Adobe Premiere Pro integration, and an HTML 5 player.

Publishers appreciate Vimeo OTT for its straightforward uploading capabilities and the inclusion of bandwidth in the plans. The platform's design and app functionality have also received praise for its aesthetic appeal. However, some have expressed frustration with slow uploading times and video buffering issues, a lack of comprehensive customization options, and limited live stream features.

Vimeo Pricing

Vimeo offers a limited free version with three monthly plans, while Vimeo OTT is structured into three two-tiered plans: The Starter Plan ($1 per subscriber per month), which aims at those starting out with their OTT service, and the Enterprise Plan (price not listed publicly), tailored for large publishers requiring a comprehensive set of features and support.

It's important to note that additional fees may apply, such as a 10% revenue-sharing fee on paywall transactions for the Starter plan, and merchant fees of 2.5% + $0.30 per transaction. For more detailed information on what each plan includes, it is recommended to visit the Vimeo OTT pricing page or contact their sales team for a complete rundown of features and services offered with each plan.

Vimeo Example

bodyfx.tv is an online platform offering a variety of fitness-related content. This service allows users to browse, search, and purchase fitness programs, access schedules, and shop for related products such as eBooks. Users have the option to start a free trial or sign in to access the content, indicating that it operates on a subscription model.

JW Player

JW Player is a comprehensive video platform that offers a range of features for publishers looking to monetize their websites through video content. 

Features include multiple format support, analytics, customization options, mobile readiness, ads integration and optimization, video SEO, integration to marketing automation, content delivery network, HTML 5 player, DRM protection, and conversion tracking.

Publishers have praised JW Player for its stability and reliability, with many appreciating the platform's ability to deliver video content seamlessly across different devices and platforms. 

However, some have expressed frustration with the platform's pricing increases and the complexity of its licensing model. There have also been complaints about the quality of customer support, buffering and loading issues, invalid license key errors, complexity in managing ad errors, data capture issues, player bidding issues, and minor complaints related to data discovery tools.

JW Player Pricing

Pricing is custom and enterprise-focused. It is most suitable for larger publishers requiring advanced features and support. Depending on the chosen plan, additional fees may apply for features such as DRM, higher streaming volumes, and customizations.

JW Player Example

Apartment Therapy and Kitchn chose JW Player to drive a 36% increase in video plays.

Brightcove

Brightcove is an enterprise video platform with comprehensive features and solutions for large publishers. 

Notable features include video hosting, analytics, monetization tools, customization, server-side ad insertion, digital rights management, content delivery networks, HTML 5 player, cross-platform HLS, API availability, audience analytics, and SEO management.

Publishers have praised Brightcove's stability, reliability, and video streaming quality. The customizable video player and detailed analytics are also frequently highlighted as key benefits. However, some have expressed concerns about the platform's pricing and the complexity of its licensing model. Additionally, there have been complaints about the quality of customer support.

Brightcove Pricing

Brightcove does not directly disclose its pricing policy. However, a free trial is available. 

Brightcove Example

Showtime uses Brightcove to manage the large catalog of video content it delivers through Sho.com.

Flowplayer

Flowplayer is a powerful video platform that offers advanced streaming tools for live and on-demand video hosting. 

Notable features include customizable, adaptive streaming, an HTML 5 video player, video and ad analytics, monetization options via ads, digital rights management, geo-blocking and domain locking, professional live broadcasting, low-latency streaming, live streaming, a comprehensive player API, full browser and mobile SDK support.

Flowplayer has no built-in ad demand, but publishers can integrate any third-party advertising network, server, or exchange. The player supports adaptive bitrate streaming, live streaming, and real-time analytics. 

While Flowplayer doesn’t offer TVOD and SVOD, it does allow third-party paywall integrations. This way, publishers can open up alternative revenue streams. It best suits businesses and developers looking for flexible and scalable video streaming solutions.

Flowplayer Pricing

Flowplayer is now a part of Wowza and no longer offers a free plan. Their sales team can be contacted for a custom plan. That said, it does not offer a rev share model. 

Flowplayer Pricing

Over 18,000 companies, including Canon, The Estee Lauder Companies Inc., TTI, Electrolux, Arcelik, and BMW use FlowPlayer.

Connatix

Connatix is a video platform designed to help publishers manage, monetize, and publish quality videos at scale. 

Notable features include video monetization, customizable options, analytics, responsive design, integrated ad server and exchange, video creation tools, bot traffic detection and filtering, and video libraries. It's native ad integration and interactive video features/elements particularly appeal to publishers.

Publishers appreciate Connatix for its easy-to-use online video player, effective ad server and exchange integrations, and the ability to filter bot traffic. The customizable video player and support for direct deals are also highlighted as significant advantages. However, the cons listed above are frequently criticized.

Connatix Pricing

Connatix’s basic tier is ad-supported and comes at no cost to the publisher, while the rest have non-disclosed fixed prices that depend on the chosen SaaS Package. 

Connatix Example

Daily Voice achieved a 200% higher eCPM with Connatix.

Primis

Primis, recognized as a leading video discovery platform, offers tools to enhance publisher website monetization through engaging video content. 

Notable features include video monetization, content discovery, analytics, customization, cross-platform compatibility, content management, a fast and lightweight design, an HTML 5 player, HLS transcoding adaptive streaming, and player APIs.

Publishers appreciate Primis for its ability to enhance user engagement through video content discovery and its customizable video units that fit natively on websites. The platform's robust monetization options and commitment to high industry standards are also frequently highlighted. However, the cons listed above are among the frequently criticized points.

Primis Pricing

Primis offers custom quotations and does not publicly disclose its pricing. 

Primis Examples

Fan-powered rankings publisher Ranker achieved a 150% video revenue growth with Primis.

Anyclip

AnyClip offers a streamlined, customizable interface with robust video search and categorization features. It makes every video experience interactive by identifying and visualizing the main people, topics, and brands within the video for endless feeds of relevant clips.

Notable features include video hosting, video library, video transcoding and adaptive streaming, playlist creation, live streaming, mobile SDK, customizable options, analytics, video AI, reporting and analytics, video monetization with CTAs, and SEO management.

Most publishers have reported a positive overall experience with AnyClip, highlighting the platform's ease of use, effective monetization, and customer service. However, criticisms include slower load times, limited additional features, revenue sharing, low fill rate, and some missing features and analytical data.

Anyclip Pricing

AnyClip offers three plans (20 hours, 50 hours, and 250+ hours) along with a free trial. It also has a plan for internal video distribution. The pricing, however, is not disclosed.

Anyclip Example

VentureBeat collaborated with AnyClip to achieve a 24X surge in viewership.

Video.js

Video.js is a widely used open-source video player that offers a range of features for publishers. Notable features include customizable multiple video formats, plugins for additional functionality, an HTML 5 video player, a content delivery network, an HLS streaming protocol, user experience, multiple plugins, and community support.

Publishers appreciate Video.js for its stability, reliability, and video streaming quality. The customizable video player and detailed analytics are also frequently highlighted as key benefits. However, common complaints include file size, complexity, browser inconsistencies, load times, Cross-Origin Resource Sharing errors, and error handling, including compatibility with mobile devices.

Video.js Pricing

Being open-source, Video.js is free to use, modify, and distribute under the Apache License. Load times and page weight, too, depend on the configuration. It is ideal for developers and publishers looking for a customizable and extensible video player solution.

Video.js Example

Brightcove player is built on Video.js and is used by thousands of video websites.

Key Video Player Features

When selecting an online video player for your digital content, understanding the key features and their impact on user experience and content delivery is paramount. Each feature is key in enhancing the viewing experience, optimizing content delivery, and maximizing engagement with your audience.

Whether you're a content creator, marketer, or business owner, choosing the right video player for online videos, you should elevate your digital strategy.

Load time and page weight

Load time is the time it takes for a video player and the video itself to load and begin playing. Faster load time leads to a more positive user experience. Page weight is a measure of the overall size of the files required to load the video player and associated scripts. 

Together, these can slow down the entire website, negatively impacting user experience and SEO. But load time and page weight are seldom highlighted when online video player companies market their products. 

This is mainly due to two reasons:

First, these factors are heavily influenced by how a publisher implements the player, making it hard to make generic claims. Second, most of these companies focus on platform features while assuming that publishers will handle the optimization side.

As a publisher, you must consciously consider these factors when choosing a video player.

Customization

These options allow publishers to customize video ads' appearance (such as skins, colors, and branding elements), placement (location and size), and behavior (controls, viewing experience) on their platforms. 

A good player creates a cohesive user experience that aligns with the publisher’s website or app design. Vimeo, for example, offers customizable player colors and logo overlays to integrate brand aesthetics seamlessly into video content.

Adaptive Streaming

Adaptive streaming dynamically adjusts video quality based on internet speed and device capabilities to ensure smooth playback and an optimal viewing experience.

At a technical level, this is achieved using adaptive streaming protocols such as HLS (HTTP Live Streaming) and MPEG-DASH (Dynamic Adaptive Streaming over HTTP)  that adjust video quality in real time.

Think of Netflix seamlessly switching bitrates to provide uninterrupted playback when moving on a cellular network.

Analytics and Performance Tracking

Video ad players provide tracking and reporting tools, allowing publishers to monitor real-time performance. They provide insights into viewer behavior, engagement metrics, and content performance that help optimize ad placements, make data-driven decisions, and maximize ad revenue.

Look for metrics like ad impressions, clicks, and conversions. Top players have dashboards that show viewer demographics, engagement duration, click-through rates, and conversion. Some even support heatmaps, audience segmentation, and A/B testing to finetune content strategy and drive meaningful results.

Brightcove’s Video Analytics Performance Report

Monetization Options

Monetization options in video players include advertising-based video on demand (AVOD), subscription, pay-per-view, affiliate deals, and premium content access. For most publishers, AVOD remains the most compelling means of monetization—Netflix offered AVOD in 2022 and has over 15 million monthly active users worldwide.

Integration Capabilities

APIs (Application Programming Interfaces) and support plugins enable video players to integrate videos into websites, apps, and digital platforms. And video load times can make the difference between happy and frustrated viewers.

Like apps and operating systems, players must support the latest technology without becoming bloated with legacy code. Good video players must be lean, efficiently coded, and achieve optimum load times. 

Brightcove’s player v7, for example, saw a 15% improvement in load times compared to the previous version. Brightcove also offers over 1,000 pages of product documentation support in several languages to support developers.

Cross-Platform Compatibility

Most video players are designed with compatibility in mind, which is essential for video players to work seamlessly across all devices, browsers, and operating systems.

Cross-platform compatibility is essential for ensuring that video players work seamlessly across all devices and browsers, maximizing reach and accessibility for viewers. Compatibility with a wide range of devices, operating systems, and web browsers ensures that users can access multimedia content regardless of their preferred platform or device.

 Leading video players employ responsive design principles and support various video formats to accommodate diverse user environments effectively. For instance, Vimeo's video player boasts cross-platform compatibility, delivering high-quality video playback on desktops, laptops, smartphones, and tablets across popular browsers such as Chrome, Firefox, Safari, and Edge.

Accessibility Features

While video streaming has brought knowledge and entertainment within the reach of the masses, it is not the case for many with disabilities who are being shut out by difficult-to-use websites and apps.

The Americans with Disabilities Act (ADA) prohibits discrimination against people with disabilities in several areas, including communications, and it applies to digital spaces on the web.

This could expose publishers to the threat of lawsuits. In March 2023, the U.S. Supreme Court agreed to hear Acheson Hotels, LLC v. Laufer to decide whether “testers” or serial plaintiffs have standing to bring website accessibility lawsuits against businesses they have no intention of using. These lawsuits continue to number in the hundreds each month nationwide.

Publishers must choose video players that support functionalities such as subtitles, closed captions, keyboard navigation, and voice commands, making video content accessible to a broader audience. 

Standalone Video Players vs. Video Platforms

Standalone video players and online video platforms have their own strengths and weaknesses. The choice between them depends on the specific needs of the publisher. Here are some pros and cons:

Ultimately, the choice between standalone video players and video platforms depends on various factors, including budget, customization requirements, and scalability needs. While standalone players offer autonomy and customization options, video platforms provide a comprehensive solution for organizations seeking streamlined content delivery and management. 

Open Source vs. Paid Video Players

Open-source video players offer cost-effectiveness and unparalleled customization capabilities. Users can modify source code to meet their specific requirements. This level of flexibility and bandwidth is particularly attractive for organizations with limited budgets or those seeking complete control over their player's functionality and appearance.

However, customization and maintenance can be complex and time-consuming, requiring technical expertise and ongoing support from the community. Examples of open-source players include Video.js, Plyr, MediaElement.js, and OpenPlayerJS. 

On the other hand, paid video players provide a comprehensive set of features, including advanced analytics, monetization options, and DRM support. They are often accompanied by dedicated customer support and regular updates from the provider. While the upfront cost may be higher than open-source alternatives, paid players offer ease of use and reliability, making them a preferred choice for organizations prioritizing convenience and robust feature sets. 

Additionally, paid players typically offer seamless integrations with third-party services and platforms, streamlining workflows and enhancing overall efficiency. Examples of such players include JW Player, Flowplayer, Brightcove, and Kaltura.

Publishers must carefully assess these factors, considering the specific needs of their users to make an informed choice that aligns with their digital content objectives.

How to Select the Right Web Video Player for Your Digital Content

Selecting the appropriate web video player is crucial for delivering a seamless viewing experience to your audience while aligning with your technical requirements and budget constraints. 

Here's a step-by-step guide to help you navigate the selection process effectively:

1. Assess Your Needs and Goals: Determine the type of digital content you'll be streaming (e.g., live events, pre-recorded videos, interactive content). Identify your target audience and their preferred devices and browsers (e.g., Chrome, Firefox, Safari, Android, iOS). Clarify your goals, whether it's maximizing viewership, enhancing user engagement, or monetizing your content.

2. Evaluate Compatibility and Technical Requirements: Ensure that the web video player supports the video files you intend to use (e.g., MP4, MOV, AVI). Check compatibility with popular devices and platforms, including desktop browsers, mobile apps, and streaming devices like Chromecast and Apple TV. Assess the player's ability to handle technical aspects such as buffering, adaptive bitrate streaming, and DRM (Digital Rights Management) if necessary.

3. Consider Pricing and Budget: Evaluate the pricing models offered by different web video player providers, whether subscription-based, pay-per-use, or a one-time purchase. Factor in any additional costs associated with premium features, customization options, or technical support.

4. Review Features and Functionality: Create a checklist of essential features such as customizable player skins, branding options, analytics, and monetization capabilities (e.g., ad insertion, paywalls). Depending on your content strategy, verify if the player supports interactive features like annotations, chapter markers, and quizzes.

5. Seek Recommendations and Reviews: Research and compare reviews and testimonials from other users or industry experts. Contact peers or colleagues with experience with specific web video players for firsthand insights.

6. Test and Trial: Take advantage of free trials or demos offered by web video player providers to test the user interface, performance, and compatibility with your content. Conduct thorough testing across different devices, apps, browsers, and network conditions to ensure a consistent viewing experience.

By following these steps and considering the above factors, you can confidently select the right web video player for your digital content, ensuring seamless playback, compatibility, and alignment with your goals and budget.

Harness the Power of Video Players for Ultimate Monetization Success

In conclusion, the significance of online video players in achieving monetization success cannot be overstated. Throughout this article, we've explored how these platforms enhance the viewing experience, seamlessly integrate multimedia content into web pages, and provide additional features like transcription and in-video audio files.

As you navigate the digital landscape, remember that partnering with Aeon can amplify your efforts. Our customizable players and suite of services are designed to optimize engagement and maximize revenue generation. 

So, whether you're a content creator, marketer, or business owner, harness the power of video players with Aeon and elevate your digital strategy to new heights.