After seeing how disruption in online video is changing the rules of content creation and monetisation, it’s time to examine YouTube’s evolving role, and Facebook’s emerging role, within the context of the continual maturation of the online video world.
YT remains, for MCNs, the most important place online to connect a video “star” with their fan base. …
Today is about the latest in this series of disruptive trends, online-only content. While such video used to be dismissed as low-premium “YouTube-type content”, consider a few recent developments by premium brands:
All sorts of other companies, from sports leagues to film studios, are in a position to form their own channels and sell content more directly, or use third parties such as Eversport.tv (for long-tail sports video content) — if their licensing agreements allow it.
Online video is no longer the domain of “Dogs on skateboards” videos. And the answer to the question “What exactly is premium content, anyway?” is changing. First, celebrities and brands are taking a more active role in associating themselves with online content. Content marketing is reaching new heights, such as AOL BeOn, or Maker Studios signing five toy company YouTube channels with 300m views. Second, 2014 saw premium content going direct to online at scale. To name just a few examples, other than the huge Kevin Spacey/Netflix story: Yahoo bought Community Season 6, Amazon renewed Alpha House, Verizon partnered with Awesomeness, Netflix started production in Europe, Vimeo acquired films, TV shows. …
We concluded the last blog with a suggestion of the complacent attitude of many TV companies that believe they’ll always be able to respond to disruption by investing in smaller players. But that didn’t work in other media sectors, and it won’t work in TV, either: