“ Who watches TV on TV anymore?” — Eric, Gossip Girl

Is there really a revolution?

Yes.

Oh wait. Did you want proof?

As of 2008, more people have watched an online video than have read a blog

10 billion clips are watched online in the U.S every month

74.2 million Americans watch video online Sources: Universal McCann Wave 3, April 2008; Comscore, Sept. 2008

The most-viewed clip on YouTube has more than 106 million views . The record Super Bowl audience? 97.5 million.

So what is the most-watched video ever?

Music videos 73% What’s in YouTube’s Top 100?

That means 81% of the top videos are marketing. (Yay for those of us in marketing!)

Why is video becoming so popular?

High-speed Internet 55% of all Americans now have high-speed access at home. 90% expected by 2012 Sources: Pew Internet & American Life Project, July 2008; In-Stat, August 2008.

High-speed Internet

55% of all Americans now have high-speed access at home.

90% expected by 2012

2. High-speed wireless AT&T’s 3G network could reach speeds of 20 Mbps next year. That’s more than 3 times faster than AT&T’s DSL Elite. Source: Engadget.com, May 2008.

3. Word of mouth NBC saw online viewers jump 312% in October ’08. Why? Source: Nielsen, November 2008.

Where are people watching video?

YouTube 5 billion+ views a month (U.S.)

Strengths of YouTube Massive market share (44%) Closest competitor (MySpace TV) only has 4% Easy to upload and share Constantly adding features

Strengths of YouTube

Massive market share (44%)

Closest competitor (MySpace TV) only has 4%

Easy to upload and share

Constantly adding features

YouTube’s problems Poor video quality Worst commenters ever Hard to control “related videos” Expensive place to advertise

YouTube’s problems

Poor video quality

Worst commenters ever

Hard to control “related videos”

Expensive place to advertise

Cool things you can do Share videos and playlists by embedding in a blog or site Add closed captioning, which can be instantly translated Link to a specific time in a long clip

Cool things you can do

Share videos and playlists by embedding in a blog or site

Add closed captioning, which can be instantly translated

Link to a specific time in a long clip

New: Video annotations Place labels and links inside your YouTube videos Drive traffic to your site Choose your own adventure

New: Video annotations

Place labels and links inside your YouTube videos

Drive traffic to your site

Choose your own adventure

MySpace TV The No. 2 video sharing site

MySpace TV Leverages popularity of the No. 1 social network in U.S. Has been home to several hit Web-only TV shows Gets about 445 million views a month Source: ComScore, September 2008

MySpace TV

Leverages popularity of the No. 1 social network in U.S.

Has been home to several hit Web-only TV shows

Gets about 445 million views a month

Hulu Redefining TV on the Web

How Hulu’s different Big-budget TV and movies Officially licensed by NBC, FOX, Warner Bros. and more High-quality clips 93% approval of ad model Source: The New York Times, October 2008

How Hulu’s different

Big-budget TV and movies

Officially licensed by NBC, FOX, Warner Bros. and more

High-quality clips

93% approval of ad model

Hulu: Growing like crazy In 1 year, has become the No. 6 video site 150 million views in Sept. 08 Sparked YouTube to start hosting full movies Source: The New York Times, October 2008

Hulu: Growing like crazy

In 1 year, has become the No. 6 video site

150 million views in Sept. 08

Sparked YouTube to start hosting full movies

Netflix Roku Stream movies and shows to TV

How Roku works $100 box connects to TV Streams 12,000+ programs Free for Netflix subscribers

How Roku works

$100 box connects to TV

Streams 12,000+ programs

Free for Netflix subscribers

Qik.com Post videos from your cell phone

How Qik works Streams videos right from your phone Can even broadcast live Supports few phones May soon come to iPhone

How Qik works

Streams videos right from your phone

Can even broadcast live

Supports few phones

May soon come to iPhone

Ustream.tv Broadcast and chat live

Ustream’s story Founded in ’06 to help soldiers talk to relatives Was used by all major presidential candidates in ’08 Popular way to share conferences, seminars, etc.

Ustream’s story

Founded in ’06 to help soldiers talk to relatives

Was used by all major presidential candidates in ’08

Popular way to share conferences, seminars, etc.

Blip.tv Post and share video blogs

What sets Blip.tv apart Focused on recurring shows Lets you download clips Lets content creators share advertising 50/50 Licensed to CNN iReport

What sets Blip.tv apart

Focused on recurring shows

Lets you download clips

Lets content creators share advertising 50/50

Licensed to CNN iReport

ooVoo.com Easy video chat

What is ooVoo? Downloadable chat software Essentially a video phone Up to 6 people at once Competes with…

What is ooVoo?

Downloadable chat software

Essentially a video phone

Up to 6 people at once

Competes with…

Skype Video phone service

Skype’s story Purchased by eBay in 2005 Tremendously popular Plagued by service issues Used by Millionaire for new “Ask the Expert” lifeline

Skype’s story

Purchased by eBay in 2005

Tremendously popular

Plagued by service issues

Used by Millionaire for new “Ask the Expert” lifeline

Twiddeo Share video via Twitter

Twiddeo’s niche Adds video to popular “micro-blogging” site Can post from phone or Web

Twiddeo’s niche

Adds video to popular “micro-blogging” site

Can post from phone or Web

Twiddeo’s niche Adds video to popular “micro-blogging” site Can post from phone or Web

Twiddeo’s niche

Adds video to popular “micro-blogging” site

Can post from phone or Web

A few thoughts on “going viral”

Saying you want to create a viral video is like saying you want to write a best-selling book

A successful video needs: Something totally new Lots of guts Lots of luck A strong distribution plan

A successful video needs:

Something totally new

Lots of guts

Lots of luck

A strong distribution plan

But in the end, a viral video is no match for a strong, consistent online presence that enhances your brand.

You don’t have to use every tool. Just the right ones.

Thanks for your time. [email_address] Twitter.com/griner TheSocialPath.com

[email_address]

Twitter.com/griner

TheSocialPath.com