As the CEO of a corporate video production company, it’s essential for me to keep up with the trends that are constantly evolving within our industry. While innovations and equipment upgrades are always around the corner, keeping up with the rapid growth of technology has actually been the easy part. What I’ve found more interesting is keeping up with how people consume video content. Recent trends have led to an explosion in video marketing, mobile advertising and social media. This increased consumption of video content has become part of the corporate world, and it’s been a journey adapting our company strategy to adapt to this growing demand for our type of product.

Here are three of the biggest trends I’ve seen recently that are shifting the way we watch content, and in turn, shaping the video production industry.

Streaming Television Services

One trend that has indirectly affected the industry is how we view entertainment. Online streaming services such as Netflix, Apple TV, Roku and Hulu have changed the way we watch television. By charging a monthly fee, these services are able to offer commercial-free content to their subscribers. Also becoming a household staple are DVRs, which give viewers the power to fast-forward through commercials. More than ever, viewers are watching TV whenever and however they want.

The trend towards commercial-free TV viewing has forced advertisers and marketers (aka my clients) to look for other ways to reach viewers they are not reaching from television ads. Here’s where our industry is affected: Clients are coming to us with the need for video content that can be viewed online and reach the people that are not watching traditional television anymore. Businesses are finding the value in producing online videos for marketing purposes, which in turn has shaped our industry in a great way.

I think that this trend has affected both parties positively by giving way to some great content and new types of content. Producing commercials for broadcast has certain restrictions that producing videos for the web avoids. Web videos can be as long or short as you wish, leaving you with as much time as you need to tell your brand’s story. Also, with TV you are pressured to create a video that is an advertisement. With online content, we encourage our clients to focus less on making sales and more on building their brand and bringing awareness to who they are and what they do. With the absence of storytelling restrictions, we are able to pitch unique and creative concepts, resulting in better brand content.

Mobile Devices

In addition to creating branded content for the web, companies are turning to another form of video advertising to adapt to the way consumers view content. As of 2015, users spend more time engaged with mobile screens than with desktops. Mobile video advertising is growing faster than other forms of digital advertising, and businesses are recognizing the value of targeting mobile users.

This trend has even led to the creation of an entirely new style of shot: Vertical video. With video being viewed so prevalently on mobile devices, advertisers are adapting by creating videos with a vertical perspective to complement the way we hold our smartphones and tablets. More and more brands are producing advertisements with a vertical perspective to cater specifically to mobile users.

Social Media

Not only are people watching video on their smartphones, but they are also making it themselves. Social media apps such as Snapchat, Vine and Facebook’s live video option have given amateurs a simple, inexpensive method to create and share video. Brands are also taking advantage of the popularity of social media. Personally, I’ve had clients hire my company to produce a web video and also ask for a 15- and 30-second cut for social media purposes.

These days, video seems to be everywhere. But trends such as smartphones, social media and streaming services have all contributed to changes in how we view content, which in turn has influenced the video production industry. I expect these trends and more to continue and change as we ourselves adapt.