The Video Revolution


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How sharing and streaming are changing America.

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The Video Revolution

  2. “ Who watches TV on TV anymore?” — Eric, Gossip Girl
  3. Is there really a revolution?
  4. Yes.
  5. Oh wait. Did you want proof?
  6. As of 2008, more people have watched an online video than have read a blog
  7. 10 billion clips are watched online in the U.S every month
  8. 74.2 million Americans watch video online Sources: Universal McCann Wave 3, April 2008; Comscore, Sept. 2008
  9. The most-viewed clip on YouTube has more than 106 million views . The record Super Bowl audience? 97.5 million.
  10. So what is the most-watched video ever?
  12. Music videos 73% What’s in YouTube’s Top 100?
  13. That means 81% of the top videos are marketing. (Yay for those of us in marketing!)
  14. Why is video becoming so popular?
  15. <ul><li>High-speed Internet </li></ul><ul><li>55% of all Americans now have high-speed access at home. </li></ul><ul><li>90% expected by 2012 </li></ul>Sources: Pew Internet & American Life Project, July 2008; In-Stat, August 2008.
  16. 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:, May 2008.
  17. 3. Word of mouth NBC saw online viewers jump 312% in October ’08. Why? Source: Nielsen, November 2008.
  19. Where are people watching video?
  20. YouTube 5 billion+ views a month (U.S.)
  21. <ul><li>Strengths of YouTube </li></ul><ul><li>Massive market share (44%) </li></ul><ul><li>Closest competitor (MySpace TV) only has 4% </li></ul><ul><li>Easy to upload and share </li></ul><ul><li>Constantly adding features </li></ul>
  22. <ul><li>YouTube’s problems </li></ul><ul><li>Poor video quality </li></ul><ul><li>Worst commenters ever </li></ul><ul><li>Hard to control “related videos” </li></ul><ul><li>Expensive place to advertise </li></ul>
  23. <ul><li>Cool things you can do </li></ul><ul><li>Share videos and playlists by embedding in a blog or site </li></ul><ul><li>Add closed captioning, which can be instantly translated </li></ul><ul><li>Link to a specific time in a long clip </li></ul>
  24. <ul><li>New: Video annotations </li></ul><ul><li>Place labels and links inside your YouTube videos </li></ul><ul><li>Drive traffic to your site </li></ul><ul><li>Choose your own adventure </li></ul>
  26. MySpace TV The No. 2 video sharing site
  27. <ul><li>MySpace TV </li></ul><ul><li>Leverages popularity of the No. 1 social network in U.S. </li></ul><ul><li>Has been home to several hit Web-only TV shows </li></ul><ul><li>Gets about 445 million views a month </li></ul>Source: ComScore, September 2008
  28. Hulu Redefining TV on the Web
  29. <ul><li>How Hulu’s different </li></ul><ul><li>Big-budget TV and movies </li></ul><ul><li>Officially licensed by NBC, FOX, Warner Bros. and more </li></ul><ul><li>High-quality clips </li></ul><ul><li>93% approval of ad model </li></ul>Source: The New York Times, October 2008
  30. <ul><li>Hulu: Growing like crazy </li></ul><ul><li>In 1 year, has become the No. 6 video site </li></ul><ul><li>150 million views in Sept. 08 </li></ul><ul><li>Sparked YouTube to start hosting full movies </li></ul>Source: The New York Times, October 2008
  31. Netflix Roku Stream movies and shows to TV
  32. <ul><li>How Roku works </li></ul><ul><li>$100 box connects to TV </li></ul><ul><li>Streams 12,000+ programs </li></ul><ul><li>Free for Netflix subscribers </li></ul>
  33. Post videos from your cell phone
  34. <ul><li>How Qik works </li></ul><ul><li>Streams videos right from your phone </li></ul><ul><li>Can even broadcast live </li></ul><ul><li>Supports few phones </li></ul><ul><li>May soon come to iPhone </li></ul>
  35. Broadcast and chat live
  36. <ul><li>Ustream’s story </li></ul><ul><li>Founded in ’06 to help soldiers talk to relatives </li></ul><ul><li>Was used by all major presidential candidates in ’08 </li></ul><ul><li>Popular way to share conferences, seminars, etc. </li></ul>
  37. Post and share video blogs
  38. <ul><li>What sets apart </li></ul><ul><li>Focused on recurring shows </li></ul><ul><li>Lets you download clips </li></ul><ul><li>Lets content creators share advertising 50/50 </li></ul><ul><li>Licensed to CNN iReport </li></ul>
  39. Easy video chat
  40. <ul><li>What is ooVoo? </li></ul><ul><li>Downloadable chat software </li></ul><ul><li>Essentially a video phone </li></ul><ul><li>Up to 6 people at once </li></ul><ul><li>Competes with… </li></ul>
  41. Skype Video phone service
  42. <ul><li>Skype’s story </li></ul><ul><li>Purchased by eBay in 2005 </li></ul><ul><li>Tremendously popular </li></ul><ul><li>Plagued by service issues </li></ul><ul><li>Used by Millionaire for new “Ask the Expert” lifeline </li></ul>
  43. Twiddeo Share video via Twitter
  44. <ul><li>Twiddeo’s niche </li></ul><ul><li>Adds video to popular “micro-blogging” site </li></ul><ul><li>Can post from phone or Web </li></ul>
  45. <ul><li>Twiddeo’s niche </li></ul><ul><li>Adds video to popular “micro-blogging” site </li></ul><ul><li>Can post from phone or Web </li></ul>
  46. A few thoughts on “going viral”
  47. Saying you want to create a viral video is like saying you want to write a best-selling book
  48. <ul><li>A successful video needs: </li></ul><ul><li>Something totally new </li></ul><ul><li>Lots of guts </li></ul><ul><li>Lots of luck </li></ul><ul><li>A strong distribution plan </li></ul>
  49. But in the end, a viral video is no match for a strong, consistent online presence that enhances your brand.
  50. You don’t have to use every tool. Just the right ones.
  51. Thanks for your time. <ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>