TV Guide for the Web Quick guide to television services on the web 7/20/09

Why is television moving online? Long form content > digestible chunks TV is shifting to resemble the online experience, think search vs channel surf Subject matter to match any taste Content is filtered by your peers Conversations surround content Highly targeted Syndication opportunities abound (create once)

Long form content > digestible chunks

TV is shifting to resemble the online experience, think search vs channel surf

Subject matter to match any taste

Content is filtered by your peers

Conversations surround content

Highly targeted

Syndication opportunities abound (create once)

A lot more than YouTube…

Organizing chaos Let’s break each these into content models and follow some revenue Consumer generated content Think YouTube where you give them your video and they make all the money through ad placement/search Produced content Think hulu where play made for television content, they retain all revenue on their site Pro Am content Think blip.tv where you can create your content with the purpose of sharing revenue for the overall popularity of the site Said another way: I make all the money; I’ll leverage my assets; let’s make money together.

Let’s break each these into content models and follow some revenue

Consumer generated content

Think YouTube where you give them your video and they make all the money through ad placement/search

Produced content

Think hulu where play made for television content, they retain all revenue on their site

Pro Am content

Think blip.tv where you can create your content with the purpose of sharing revenue for the overall popularity of the site

Said another way: I make all the money; I’ll leverage my assets; let’s make money together.

Reach by content type

Consumer generated YouTube makes money from all posted content Largest reach of any video site with 22.5 avg time on site Lower quality videos vs other video sites What a brand pays for? Scale and ad purchasing much like search Brands run scared sometimes because they may not be able to trust ad placement

YouTube makes money from all posted content

Largest reach of any video site with 22.5 avg time on site

Lower quality videos vs other video sites

What a brand pays for?

Scale and ad purchasing much like search

Brands run scared sometimes because they may not be able to trust ad placement

Produced content This group syndicates/aggregates premium content (TV) Average time on site between < 5 min avg time on site (5.6 for hulu) Hulu is the only consumer, non-adult, video site outside of YouTube in the top 50, note this is video exclusive content Content aggregator, some with social focus What a brand pays for? Pay for audience and targeted content placement

This group syndicates/aggregates premium content (TV)

Average time on site between < 5 min avg time on site (5.6 for hulu)

Hulu is the only consumer, non-adult, video site outside of YouTube in the top 50, note this is video exclusive content

Content aggregator, some with social focus

What a brand pays for?

Pay for audience and targeted content placement

ProAm content Content is created in by highly skilled ameteurs (ProAm) These tend to have the highest video quality While still consumer generated, the intention of the site is to share revenue Blip.tv is the most popular with average time on site at 4 minutes What does a brand pay for? Highly targeted, original content

Content is created in by highly skilled ameteurs (ProAm)

These tend to have the highest video quality

While still consumer generated, the intention of the site is to share revenue

Blip.tv is the most popular with average time on site at 4 minutes

What does a brand pay for?

Highly targeted, original content

Commonalities & Challenge All content is reviewed prior to entering the library (all original content) Social networks, ratings and reviews drive much of the differentiation. Vimeo, revver and blip.tv are strongly social for groups like filmmakers (check out the five second films) The revenue models differ significantly and makes for an easier description: I make all the money; I’ll leverage my assets; let’s make money together. Many of these sites are beginning to drive content to the mobile devices This is still far from a perfect model, but a first attempt at organizing video content into buckets in the online space. Please comment, improve and update as necessary.

All content is reviewed prior to entering the library (all original content)

Social networks, ratings and reviews drive much of the differentiation. Vimeo, revver and blip.tv are strongly social for groups like filmmakers (check out the five second films)

The revenue models differ significantly and makes for an easier description:

I make all the money; I’ll leverage my assets; let’s make money together.

Many of these sites are beginning to drive content to the mobile devices

This is still far from a perfect model, but a first attempt at organizing video content into buckets in the online space. Please comment, improve and update as necessary.

Appendix Links http://www.millennialmarketer.com/gen-ys-15-most-trusted-brands/ http://www.outlawnewsletter.com/newsletters/website-issue#section2

Links

http://www.millennialmarketer.com/gen-ys-15-most-trusted-brands/

http://www.outlawnewsletter.com/newsletters/website-issue#section2