Subscription-to-Own vs. PDA: A Closer Look at Video Acquisition Models in 2016 Kyley CaldwellKeith Allen Sales ManagerVice President of Sales, Key Markets

A GENDA Video Landscape Two Video Acquisition Models: Patron-Driven Acquisition Subscription-to-Own Questions

WHO WE ARE Founded in 2000 Based in Alexandria, VA Largest provider of streaming video and music to libraries Technology platform for learning, teaching, and research Over 2.5 million active users on our platform

VIDEO LANDSCAPE

Video: Improving Student Outcomes Barbier, Joel. “Video Solves Key Challenges in Higher Education.” Cisco Bring in experts and a multiplicity of perspectivesExtend the classroom time and spaceStudents can customize their education Teach in a way students are accustomed to learning

Video: Growing Significance Demand for digital content is rapidly growing Streaming video acquisition can be intimidating ( at first) 68% of students watch video in the classroom Video is now critical to their libraries 79% of students watch video voluntarily to help understanding Leonard, Elisabeth. “Great Expectations: Students and Video in Higher Education.” SAGE “Streaming Video in Academic Libraries.” CARLI Commercial Products Committee,.2014.

Library Budgets: Ongoing Challenge “Library Budget Predictions for 2015.” PCG Plus. 2015

Participant Poll: Question 1 Does your library collection currently include streaming video? – Yes, we have a large streaming video collection – Yes, we have some streaming video – Not yet, but there is interest – No, there is not interest

Acquiring Video: Yesterday Single titles Collections Purchase Single titles Collections Subscrip- tion

Acquiring Video: Today Single titles Collections Demand- Driven Acquisition Purchase Single titles Collections Demand- Driven Acquisition Subscrip- tion

Participant Poll: Question 2 What are some of the ways your library has acquired streaming video? (check all that apply) – Single titles – Discipline-specific video collections – Comprehensive, cross-disciplinary video collections – Patron-Driven Acquisition (PDA) – Subscription-to-Own – Not sure

Evaluating Video: Content “Streaming Video in Academic Libraries.” CARLI Commercial Products Committee, Curriculum relevancy Authoritativeness of content Compatibility with accessibility standards Faculty request and/or endorsement Breadth of content

Evaluating Video: Acquisition Model “ROI” Cost predictability Data, data, data! Ownership Locus of control Comprehensive solution

Key Questions 1.How does each model work? 2.How does each model address my evaluation criteria? 3.Who is each model a good fit for? And how can my library maximize it’s effectiveness?

PATRON-DRIVEN ACQUISTION (PDA)

PDA: How Does it Work? Library sets a spending cap Patrons access 23,000+ videos, across disciplines After a 30 second buffer, video playback is counted 4 playbacks triggers a 1-year subscription (Library chooses to upgrade)

Evaluating Video: PDA ROI: Pay only for what your patrons view Upon upgrading titles to purchase, build custom, curated video collection for your library Data-driven: Title acquisition directly tied to use data Locus of control: Patron use determines rate of spend Librarian sets spending cap and determines upgrades

PDA Case Study: College of William and Mary Library objectives – Support university mission, research, undergrad/grad curriculum – Educate and partner with faculty on how research has changed Situation – Students today are “digital natives”  approach research differently – Hard to anticipate patron needs  makes video purchasing hard Solution – PDA most closely aligned with today’s student belief system – Offered cost savings over guessing what people want – Alleviates library from having to anticipate all their needs

We must be knowledgeable about how students today conceive of media. They expect anywhere / anytime access. We don’t want to be in a position to mediate what they request. “ ” -Georgie Donovan, Associate Dean of Collections, College of William and Mary

SUBSCRIBE-TO-OWN

Subscription-to-Own: How Does it Work? Library subscribes to Academic Video Online: Premium (AVON) Patrons access 48,000+ videos, across disciplines Each year, library receives purchasing credit equivalent to subscription cost Library selects films to add to permanent collection with that credit—at no additional cost

Evaluating Video: Subscription-to-Own ROI: Access to maximum number of titles Titles added in perpetuity  immediate return on cost of subscription Build custom, curated video collection of videos for your library Data-driven: Analyze full year of data metrics Select high-use videos to own outright Locus of control: Librarians select titles with purchasing credit Patrons influence selection with their viewing habits

Subscription-to-Own Case Study: Eastern Kentucky University Library objectives – Provide forward-leaning resources – Meet evolving needs of diverse community – Use assessment to demonstrate value, make decisions Situation – Hard to fulfill faculty requests for individual titles – Need the flexibility of streaming – Limited budget / need to mediate; not enough control with PDA – Need to simplify marketing Solution – Subscription-to-Own model was the best fit, best value given the comprehensiveness of the content – Market one resource to faculty – Library keeps high usage titles it chooses

Looking for individual titles requested by faculty takes time and is often unsuccessful. We needed a comprehensive video resource that we could market to the whole university. “ ” -Victoria Koger, Collection Management Librarian, Eastern Kentucky University

PDA vs Subscription-to-Own: At a Glance Evaluation CriteriaPDASubscription-to-Own Data, data, data!Acquisition based on limited playback data Ownership selection supported by full year data Locus of ControlPatronsLibrarians OwnershipUpgrade to ownership available at extra cost Ownership integrated with a subscription Cost predictabilityLimited. Library sets spending cap, user behavior dictates rate of spend Very predictable. Annual subscription includes ownership component “ROI”+ Pay only for what patrons use - Limited titles, limited control + More titles, low cost per title - Annual review of title usage for selection

Thank you! Kyley Caldwell Keith Allen