Brightcove expects live content broadcasting to "explode" this year.
Mark Blair, Asia Pacific media solutions vice president at the online video provider, has pegged 2014 to be the year of "live."
"Video is already being utilised as a marketing tool to great effect," he said.
"Live broadcasting from brands is, without question, the next step."
Blair said this change is irrespective of whether it is broadcaster providing simulcasts of programming, or a brand doing live event broadcasting.
"From a marketing perspective, video is a highly engaging medium with massive potential for advertising and tracking which is invaluable to any marketing department," he said.
Rise of online video
The trend that has stood out for Blair in recent months has been the growth in the consumption of online videos, a growth that continues to surpass his expectations.
"It's not a huge surprise given the way our consumption of digital content is changing," he said.
Although the growth trajectory continues to outpace Blair's predictions, he said the development is nevertheless "fantastic to witness."
Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.