The Video Revolution

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

Is there really a revolution?

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.

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

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

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

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

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

Netflix Roku Stream movies and shows to TV

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

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.

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

ooVoo.com Easy video chat

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

Twiddeo Share video via Twitter

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

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

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The Video Revolution

by David Griner

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