Notwithstanding the numerous European success stories in video, the reality is that Europe – when taken as a whole – is a difficult market for anyone to get traction in. For example, as soon as you’ve cracked Germany, you might then move on to France, where you’ll find a different language, a different business culture, a different level of technology uptake and a whole host of new companies you need to connect with. Those difficulties are even more noticeable for people in video who have successfully scaled across the US.
Here Chris Johnston, Director of Client Strategy and Partnerships at Brightcove, explains how fragmentation is limiting growth in the European video market.
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