I’ve talked about this a few times in classes with freshmen and sophomores the last two semesters. To my surprise, no one is surprised.
“In the US alone, networks like MTV and Nickelodeon have lost that core audience that have traditionally kept them afloat,” he continued. “Everyone knows that content consumption has moved to YouTube, online and mobile.”
Robbins’s was the most bullish pitch yet in a conference that’s seen plenty of bullish pitches from MCNs, with all of them talking up the trend of young viewers abandoning linear television.
There’s a paradox, though. At the same time as telling broadcasters that their audience is melting away, the MCNs are trying to repackage their web shows to sell to those networks. Why? Because TV budgets are still – for now, at least – beefier than advertising revenues on YouTube.
The latter’s economics work well for vloggers and “Let’s Play” gamers, but when companies like AwesomenessTV want to make TV-quality shows, selling them to broadcasters for “traditional” viewing is part of the business model. Even if traditional TV viewing for their anticipated viewers is dead.
And, yes, we’re all thinking about the eternal chase of the millennials. But this would also be a great time to double back for a moment. If everyone is moving for that share of the market, who is investing, programming and advertising to the millennials’ elders?
I only ask because they are viable in the marketplace.
Take these links, or even just the headlines, but really the content therein, as a whole.
We’re not even reading tea leaves here. This stuff is pretty obvious, and Mitchell’s speech should be off-putting to everyone who values the role news place in local society. But there’s no getting around reality. And here is the reality …
Facebook is about 15 minutes away from dominating online video. Will Facebook Pass YouTube for Video Ads?:
It’s go time for Facebook autoplay video ads, and according to December 2014 research by Mixpo, the social network is set to pass YouTube in video ad usage this year.
Nearly nine in 10 US advertising executives polled said they planned to run a video ad campaign on Facebook in the coming year—the highest response rate out of all networks studied and up from fewer than two-thirds who had done so in the past year. Despite usage intent rising 3.7 percentage points, YouTube fell to second place, trailing Facebook by 5.5 points.
You take one person with an idea. That person sets out on Twitter to get a bunch of people, strangers, to collaborate on a project. That one person gives all those others direction. They all come back with their part of a project. Then all of those parts are put together.
This is touted as the first short film shot exclusively on Vine and directed via Twitter, and produced by people all over the world.
You take one person with an idea.
Tech Crunch writes the most effective headline ever. So I’ll just refer you to them: 40% Of YouTube Traffic Now Mobile, Up From 25% In 2012, 6% In 2011.