Youtube: The New Television!

Story by Diego
Jul 25, 2017 · 3 min read

Marketers have loved TV’s combination of reach and quality, but its lack of precision targeting and data reporting pale in comparison to digital. TV 2.0 extended viewership through owned and operated viewing apps, but audience targeting still fell short. Today, we’re about to enter the next phase: TV 3.0, where YouTube programming promises to provide brands with the advertising trifecta: Quality network programming of traditional TV and the measurable audience targeting we expect from digital.

How are Millennials Affecting TV?

Fast-changing consumer content is signaling dark days ahead for cable, as the option to avoid or drop cable service has grown more appealing and more popular than ever. The Digital Democracy Survey data about Millennials shows they represent nearly one-third of the U.S. population over age 13, and more than one-third of those between the ages of 14 and 66. Also, 56% of the TV and film viewing by Millennials aged 14–24 is on computer, smartphone, tablet, or a gaming device — only 44% is via TV.

What about older Millennials (in the 24–30 age range)? They consume 47% of their film and TV content on those alternative devices. So on average, the 30-and-under crowd’s primary means of consuming content is through mobile devices, streaming, and online. That’s in sharp contrast to the over-30 crowd who still rely on television for an average of more than 80% of their film and TV show viewing. Love them or hate them, It is Millennials who are driving disruptive trends the most, consuming most of their TV and film content online rather than through television.

Inside the evolution of TV consumption

Times like these are a creative shift in the way television is distributed. Network television content has seen 36 billion — yes billion — lifetime views on YouTube, along with 284 million audience engagements (such as likes, shares and comments). This shift will turn the television business inside out by placing the consumer at the center of the ecosystem and creating new opportunities for both content owners and marketers to align quality, reach and data. That is our aha moment. In case you missed it, I highlighted the fact that content owners are now given an opportunity like never before.

The Rise of the Television Democracy

I’ve talked about the importance of filmmakers present on the Youtube platform. Long gone are the days of low quality content on Youtube. It’s 2017, and Youtube is now at the forefront of a new face for mainstream media. Your fans are watching your show on YouTube, whether you program it or not. In analyzing network shows on YouTube, two clear viewership patterns emerge. Content owners can either program a library of snackable clips, or they can let their fans run with the content, leveraging their passion to create and upload the content in their own way. If you’re wondering which strategy is appropriate, you need to consult your fans.

Soon enough, YouTube will also be the access point for television because the platform has begun rolling out a streaming service to rival basic cable. For $35 per month, YouTube TV subscribers will get all four networks, plus basic cable stars like USA, FX, and ESPN, among others.

Social Television Content

When you tally up TV viewership, you’re measuring a linear event. But the value of that content extends far beyond what can be measured by Nielsen, because clips and associated videos live in the infinite social video ecosystem, where consumers are seeking it out. They are now show clips turned music videos, a popular scene turned into a gif or even a meme. The possibilities for additional content is limited to the imagination of the internet population.

That’s it! Television 3.0 is shorthand for a new world where quality content matters even more than it did before because viewers have the power to watch anything, anywhere, anytime, on any device. That’s a daunting proposition for creators and advertisers, but it’s also a tremendous opportunity. When filmmakers finally locate the value and meaning of television content on platforms like YouTube, they aren’t just extending their linear reach, they’re opening up a new world of consumer engagement! What are some of your thoughts on the current shift from linear television to digital television? Let me know in the comments below!

Source:

http://www.adweek.com/sponsored/how-youtube-viewership-is-ushering-in-tv-3-0/

Story by Diego

Written by

Filmmaker • Cartoonist • Essayist

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