360-degree videos: The future of immersive media

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  Quantumrun Foresight
• January 25, 2022

Insight summary

360-degree videos, created with omnidirectional cameras, offer a panoramic view of the environment, providing a more immersive experience for viewers. This technology, which gained popularity alongside virtual reality (VR) devices, has transformed not only entertainment but also journalism, allowing reporters to capture comprehensive scenes without being physically present. Looking forward, the rise of 360-degree videos is set to impact various sectors, from business to military, and poses broader implications, such as shifts in job market demands, the emergence of new industries, and the need for regulations to ensure fair use and privacy.

360-degree video in media context

A 360-degree video, also referred to as spherical video, is created using a special type of camera known as an omnidirectional camera. Unlike standard cameras that capture images and videos in 2D or 3D perspectives, these omnidirectional cameras have the ability to capture the entire environment in a panoramic view. This comprehensive view provides a more immersive experience for the viewer, allowing them to feel as though they are part of the scene rather than simply observing it.

The rise in popularity of 360-degree videos can be traced back to the mid-2010s, coinciding with the increased interest in virtual reality (VR) devices. As VR devices became more accessible to the general public, the demand for 360-degree video content also surged. These videos can be played on VR devices, such as the Oculus VR, providing users with a first-hand experience of various scenarios, a stark contrast to the traditional method of viewing content on a flat screen.

In addition to being a hit with consumers, 360-degree videos have also been adopted by businesses as a tool for enhancing their social media presence. Companies have found that these videos are more effective at engaging audiences compared to regular videos, particularly on platforms such as YouTube. The immersive nature of 360-degree videos encourages users to interact more with the content, leading to increased sharing, subscribing, and viewing of other videos. 

Disruptive impact

Traditionally, individuals have relied on newspapers, television networks, social media, and the internet to stay informed. However, the emergence of 360-degree videos offers a new way to consume news, providing a more immersive and interactive experience. For instance, media companies like Euronews are investing in this technology to create immersive news experiences, allowing viewers to virtually experience the events being reported, whether through VR headsets or other interfaces that support 360-degree video viewing.

Furthermore, the use of 360-degree videos has the potential to transform the field of journalism. This technology enables journalists to report news without being physically present at the site of the event. They can use 360-degree cameras to capture the entire scene, providing viewers with a comprehensive view of the situation. This feature not only enhances the viewer's understanding of the event but also reduces the risks associated with reporting from potentially dangerous locations.

Looking ahead, the rise of 360-degree videos will open up various opportunities for content creation in many sectors, including entertainment, business, and military. This new video format will challenge existing media platforms to adapt to changing viewership patterns. For instance, platforms that primarily support traditional video formats may need to incorporate features that support 360-degree videos to retain their viewership. Similarly, businesses could use 360-degree videos for virtual tours or product demonstrations, while the military could use them for training purposes, providing a more realistic simulation of real-world scenarios.

Implications of 360-degree video in media

Wider implications of 360-degree video in media may include:

• More detailed monitoring of outdoor workplaces, like construction sites and mines, and enhanced surveillance of large tracts of land. 
• Affordable consumer devices that enable 360 video and image capture. The eventual mass-market penetration of this tech could be the adoption, popularity, creation, and consumption of 360-degree video.   
• New forms of storytelling in the traveling, gaming, and entertainment industry.  
• The increased use of 360-degree videos in media could lead to a shift in job market demands, necessitating a workforce skilled in VR technology and spherical video production, thereby influencing education and training programs.
• New industries, such as VR hardware manufacturing and content creation, and VR-based services.
• Regulations ensuring fair use and distribution of VR content, protecting intellectual property rights and fostering a healthy competitive environment.
• A digital divide among different demographic groups, with younger, tech-savvy individuals having more access to and understanding of this technology compared to older generations.
• Increased energy consumption due to the high processing power required for VR technology, raising concerns about its environmental impact.
• People spending more time in virtual environments affecting real-world relationships and community engagement.
• Privacy concerns as the comprehensive capture of environments could inadvertently record sensitive information, prompting a need for stricter data protection measures.

Questions to consider

• Will the impact of using 360-degree videos in journalism be the same as having citizen journalists present on the news site?
• Do you see 360-degree videos ever outperform motion graphics films in the entertainment industry?