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YouTube Killed the Television Star

YouTube Killed the Television Star
 

Media is evolving, audiences are changing and our business is never going to be the same again. A decade ago web videos tried to emulate television, 5 years ago TV started to try to duplicate the online experience, but today the two platforms don’t compete as much as coexist.  And that’s good for traditional television because frankly the online world is kicking its ass.

Look at these statistics from YouTube. More than 1 billion unique users visit YouTube and watch over 4 billion hours of videos each month. Yes that’s each month. 72 hours of video are uploaded every minute.70% of this traffic comes from outside the US as YouTube is localized across 53 countries serving 61 languages. This is truly a global phenomenon. And it’s growing… fast. In 2011 YouTube served over 1 trillion views and that roughly translates to 140 views for every person on earth. For 2012 and beyond, these numbers are only increasing.

Given this trend toward online video it’s no wonder that a recent Forrester Research report, “Trends For The B2C CMO To Watch In 2013″ confidently predicted that by 2016, advertisers will spend as much on interactive marketing as they spend on television ads today. Yep our industry is changing.

Research shows that people watch television differently today than they did a few years ago. This is the new era of multitasking viewing. People watch TV on a regular set, research deeper content on their tablet, and chat and connect on social media with their smartphone.  25% of all videos watched on YouTube are viewed on mobile platforms which further changes content consumption habits. We’re in the era of on demand content and not just from cable VOD services. Today people like to consume content – be it video, TV, social media, web, wherever they are, whenever they want to. So how does a smart TV Producer take advantage of these changes?  Simple, be everywhere.

The good news is that people are watching more content. Motorola Mobility’s Media Engagement Barometer studied the video consumption habits of 9,500 consumers in 17 countries and found that viewers watch an average of 25 hours of TV programming and film content a week. Film viewing has risen from 5 to 6 hours. TV viewing is up from 10 hours in 2011 to 19 hours a week in 2012.

But just because viewers are consuming more content it doesn’t necessarily mean that Producers are in a new golden area. Not only are viewers watching more, but far more content is also being produced which makes it harder for a program to get noticed.  Our solution is to follow a dual track in connecting with new and existing viewers; we embrace digital disruption and deliver our content across as many platforms as possible and we strive to enhance the consumer experience with additional editorial content online and with social media. We find that this is the best way to keep people talking and engaged.

In a world where nearly 104,000 hours of videos are released on YouTube each and every day, savvy content creators need to be smart and use all the tools at their disposal to purposely create an organic growth experience. This means producing TV is not enough, Producers now need to also extend and engage their brands across multiple platforms. And let’s face it, this makes the process of creating a show, building an audience and monetizing an idea, all that more fun.

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