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New Media, Old Money? Webvideo wird Mainstream.

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Klassische Medienunternehmen und Marken kaufen sich kurzerhand die neuen, vielversprechenden Macher oder Influencer. Hinter den meisten größeren YouTube-Angeboten und -Netzwerken steht mittlerweile ein “alter” Player. YouTube hat sich dabei in den letzten Jahren deutlich verändert.

Von der demokratischen Plattform für enthusiastische Videomacher zu einem Konzern, der nicht mehr schnell agieren kann und von allen Seiten belagert wird, denn Facebook macht ernst und Snapchat das Senden wieder populär. Wie verändert sich der Markt, wenn Konzerne hinter den Angeboten stehen? Welche Inhalte sind im Mainstream gefragt? Welchen Einfluss hat die neue Konkurrenz auf Inhalte, Macher und Vermarkter?

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New Media, Old Money? Webvideo wird Mainstream.

  1. 1. New Media, Old Money?
  2. 2. EINE PRÄSENTATION VON BERTRAM GUGEL @digitalerfilm
  3. 3. Google Comcast Disney Bertelsmann* Facebook 17,9 Mrd. 74,5 Mrd. New Media … Google Comcast Disney Bertelsmann* Facebook 18,4 Mrd. 52,5 Mrd. 74,5 Mrd. Umsatz 2015 in Mrd. $https://stratechery.com/2016/the-reality-of-missing-out/ *2014
  4. 4. Google Comcast Disney RTL Group Facebook 11,6 Mrd. 155,7 Mrd.142,6 Mrd. Google Comcast Disney RTL Group Facebook 304,2 Mrd. 481,5 Mrd. Bewertung in Mrd. $ New Media … https://stratechery.com/2016/the-reality-of-missing-out/
  5. 5. 5http://www.google.com/about/ https://www.facebook.com/facebook Plattformen
  6. 6. http://redef.com/original/after-tv-videos-future-will-be-bigger-more-diverse-precarious-than-its-past 6 Massives Wachstum … Videoabrufe pro Tag in Mrd 01/2010 11/2010 09/2011 07/2012 05/2013 03/2014 01/2015 11/2015 1 2 3 4 5 7,5 9
  7. 7. http://redef.com/original/after-tv-videos-future-will-be-bigger-more-diverse-precarious-than-its-past 7 Massives Wachstum … Videoabrufe pro Tag in Mrd 01/2010 11/2010 09/2011 07/2012 05/2013 03/2014 01/2015 11/2015 1 2 3 4 5 7,5 9 0 1 3 4 8 0 2 6 7 8 10
  8. 8. Wie kam es dazu?
  9. 9. 2014 Messaging Wie kam es dazu? 2012 Videos 2013 Discover 2013 Stories
  10. 10. 2014 Messaging Es entsteht ein Social Feed … 2003 Profiles 2006 News Feed 2016 Live 2013 Video(serious) Persönliches, unpersönliches, Fotos, Texte, Bilder, Videos, zeitloses,vergängliches, kurzlebiges.
  11. 11. 13 Std. 20 Std. 25 Std.35 Std. 48 Std. 60 Std. 72 Std. 100 Std. 300 Std. 400 Std. Die Schleusen sind geöffnet … Unendlich viele Inhalte – umsonst.
  12. 12. Social Feeds sind Silos … https://twitter.com/jw/status/692550131028234241
  13. 13. 13 The only thing Facebook cares about is Facebook! – Facebook https://www.facebook.com/facebook & http://redef.com/original/after-tv-videos-future-will-be-bigger-more-diverse-precarious-than-its-past The point of video, after all, is to drive more time in their feeds – not video views themselves. Vorgestern: Photos Gestern: Videos Heute: Live Morgen: ? Übermorgen: VR?
  14. 14. 14https://www.facebook.com/facebook & http://digiday.com/platforms/platform-power-play-publishers-see-facebook-turning-liverail-ad-network/ … super für Werbetreibende!? 1.65 Mrd.Nutzer Facebook is trying to keep all its data on users and advertisers, and dole its riches out to publishing partners as it sees fit. Such is life for publishers in a world ruled by platforms.
  15. 15. http://www.jefferies.com/CMSFiles/Jefferies.com/files/Insights/GOOG.pdf & http://digiday.com/publishers/almost-famous-semi-glamorous-life-emerging-youtube-stars/ Abrufe / Tag 9 Mrd eTKP $ 6 $ 1 Show me the money!
  16. 16. Abrufe / Tag 8 Mrd 9 Mrd eTKP Show me the money! 💸
  17. 17. http://pewdie.tumblr.com/post/132147138150/thoughts-on-youtube-red Abrufe / Tag 10 Mrd 8 Mrd 9 Mrd eTKP 💸 … schlecht für Produzenten!? Keine Chance auf Refinanzierung (durch Werbung)
  18. 18. http://redef.com/original/after-tv-videos-future-will-be-bigger-more-diverse-precarious-than-its-past 18 Was, wenn YouTube anders ist? Videoabrufe pro Tag in Mrd 01/2010 11/2010 09/2011 07/2012 05/2013 03/2014 01/2015 11/2015 1 2 3 4 5 7,5 9
  19. 19. http://redef.com/original/after-tv-videos-future-will-be-bigger-more-diverse-precarious-than-its-past 19 Was, wenn YouTube anders ist? Videoabrufe pro Tag in Mrd vs. Abonnenten in Mio 01/2010 11/2010 09/2011 07/2012 05/2013 03/2014 01/2015 11/2015 15 20 23,53 33 44,4 57,4 81 1 2 3 4 5 7,5 9
  20. 20. http://redef.com/original/after-tv-videos-future-will-be-bigger-more-diverse-precarious-than-its-past 20 Was, wenn YouTube anders ist? Videoabrufe pro Tag in Mrd vs. Abonnenten in Mio 01/2010 11/2010 09/2011 07/2012 05/2013 03/2014 01/2015 11/2015 10 15 24 50 60 75 100 15 20 23,53 33 44,4 57,4 81 1 2 3 4 5 7,5 9 Videos als Zweck!
  21. 21. Netflix can be many things to many people.
  22. 22. Personalisierung + Katalog
  23. 23. YouTube can be many things to some people.
  24. 24. http://www.tubefilter.com/2014/12/17/vessel-creator-preview-50-thousand-views/ Show me the money?
  25. 25. 26 Highlight Inhalte Inhalt für den Nutzer den Service abonnieren, konsumieren und/ oder nicht kündigen.
  26. 26. 27 Tiefe Taschen! 2012 2013 2014 2015 1,7 Mrd. 1,5 Mrd. 1 Mrd. 0,5 Mrd. 1,5 Mrd. 0,75 Mrd. 0,6 Mrd. 0,5 Mrd. 3,3 Mrd. 2,7 Mrd.2,3 Mrd. 1,75 Mrd. Netflix Hulu Amazon http://www.wsj.com/articles/hulu-steps-up-its-fight-against-netflix-1434497311?cb=logged0.13948171632364392
  27. 27. 28 Neue Inhalte das ganze Jahr 01/2015 02/2015 03/2015 04/2015 05/2015 06/2015 07/2015 08/2015 09/2015 10/2015 11/2015 12/2015 7 4 6 3 7 6 4 55 66 3 https://pr.netflix.com/WebClient/loginPageSalesNetWorksAction.do?contentGroupId=10571 Narcos Orange is the new Black Daredevil
  28. 28. YouTube hat Hits!
  29. 29. Der Gegensatz: YouTube lebt von den Hits … 0 875.000 1.750.000 2.625.000 3.500.000 750.000.000 1.500.000.000 2.250.000.000 3.000.000.000 Kontor.TV Tim Bendzko stern ReflexionTV ItsColeslaw Alfons Deter flash cocoonrecordings kopfzalat WarnerMoviesDE Abrufe gesamt Abonnenten gesamt Top 100 vereinen 49% der Abrufe auf sich Stand 03.11.2015
  30. 30. Der Gegensatz: YouTube lebt von den Hits … 0 875.000 1.750.000 2.625.000 3.500.000 750.000.000 1.500.000.000 2.250.000.000 3.000.000.000 Kontor.TV Tim Bendzko stern ReflexionTV ItsColeslaw Alfons Deter flash cocoonrecordings kopfzalat WarnerMoviesDE Abrufe gesamt Abonnenten gesamt Der Longtail ist verantwortlich für die restlichen 51% Stand 03.11.2015
  31. 31. >50% neue Kanäle in den Top 100 10/2013 04/2016
  32. 32. LeFloid Lutsch mein...Lichtschwert? Harry Potter Stars in Star Wars Episode 7??? 12 Mio Abrufe in 30d Jarow Das letzte Foto bevor Sie starb.. 17 Mio Abrufe in 30d
  33. 33. ARD moma Reporter: Cyberkriminalität | ARD Morgenmagazin 6 Mio Abrufe in 30d TopZehn 10 krasse Cyber- Verbrechen 10 Mio Abrufe in 30d
  34. 34. DieAussenseiter DIE DÜMMSTEN FACEBOOK- SPRÜCHE! 3,8 Mio Abrufe in 30d ApoRed VERSAUTE MÄDCHEN bei Snapchat!! | ApoRed 22 Mio Abrufe in 30d
  35. 35. Doktor Allwissend Spaß im Alltag 0,5 Mio Abrufe in 30d Emrah ! 9 Heftige Lifehacks Für Den Alltag 14 Mio Abrufe in 30d
  36. 36. Sami Slimani Sexy Verlierer: ABNEHMEN I So startet man! - What's in my FRIDGE TAG! 3 Mio Abrufe in 30d inscope21 MASSE VS. DIÄT | das ist das Leben 9,6 Mio Abrufe in 30d
  37. 37. Sexy Juli Original aka Easy Unique Julia Julia EXXOTIC DANCE 0,5 Mio Abrufe in 30d Katja Krasavice ANGESPR*TZT - vor laufender Kamera! :o 20 Mio Abrufe in 30d
  38. 38. Daaruum vs Bibidaaruum/Nilam Get Ready With Me for SPRING ❀ 3 Mio Abrufe in 30d Bibi Der XXL EKEL - TEST .. Urineier & Schneckenschleim :O 51 Mio Abrufe in 30d
  39. 39. Wo sind die YouTube- „Highlights“?
  40. 40. Kanal Wachstum Wachstum letzte 9 Monate Abrufe letzte 30 Tage KiKA von ARD und ZDF 3.305.436 % 29.352.268 9.555.011 CuteBabyMiley - Kanal für Kinder 814 % 106.556.551 17.707.879 Spiel mit mir - Kinderspielzeug 544 % 112.060.131 25.806.606 Die Helden der Stadt (Deutsch) 373 % 98.492.922 17.239.918 346.461.872 70.309.414
  41. 41. Kanal Wachstum Wachstum letzte 9 Monate Abrufe letzte 30 Tage Digster On Stage 9.084 % 13.730.986 3.319.736 Digster Urban Beats 1.227 % 16.706.908 1.853.760 Udo Lindenberg 678 % 15.882.506 723.089 ICH FIND SCHLAGER TOLL! 185 % 48.470.357 12.598.512 Filtr Germany 98 % 237.407.873 52.354.825 Mein Herz schlägt Schlager 60 % 46.409.832 9.193.013 Filtr - Made in Germany 44 % 3.771.409 737.576 382.379.871 80.780.511
  42. 42. 43 freekickerz – Video Reichweite 25.379.165 28.521.222 42.133.202 62.969.253 52.656.1 Videoabrufe/MonatStand 30.11.2015 + Bundesliga bei BILD
  43. 43. Aus den Original Channel Fehlern gelernt!Contents people LOVE (not Like)!
  44. 44. Old Money
  45. 45. Produzenten, Verlage und Sender wachen auf … Kanal Wachstum Wachstum letzte 9 Monate Abrufe letzte 30 Tage RTL2 665 % 11.551.967 1.821.913 PussyTerrorTV 527 % 14.922.794 2.559.337 SAT.1 331 % 15.855.147 2.043.517 BILD.DE 296 % 8.238.810 1.311.550 NEO MAGAZIN ROYALE 184 % 37.170.997 6.489.369 Gesamt 87.739.715 14.225.686
  46. 46. 0 40.000.000 80.000.000 120.000.000 160.000.000 2014-07-09 2014-08-08 2014-09-07 2014-10-07 2014-11-06 2014-12-06 2015-01-05 2015-02-04 2015-03-06 2015-04-05 2015-05-05 2015-06-04 2015-07-04 2015-08-03 2015-09-02 2015-10-02 2015-11-01 2015-12-01 2015-12-31 2016-01-30 2016-02-29 2016-03-30 Halli Galli TV Marken wandern zu YouTube …0 40.000.000 80.000.000 120.000.000 160.000.000 2014-07-09 2014-10-07 2015-01-05 2015-04-05 2015-07-04 2015-10-02 2015-12-31 2016-03-30 36.504.103 34.927.759 Gronkh
  47. 47. 0 40.000.000 80.000.000 120.000.000 160.000.000 2014-07-09 2014-08-08 2014-09-07 2014-10-07 2014-11-06 2014-12-06 2015-01-05 2015-02-04 2015-03-06 2015-04-05 2015-05-05 2015-06-04 2015-07-04 2015-08-03 2015-09-02 2015-10-02 2015-11-01 2015-12-01 2015-12-31 2016-01-30 2016-02-29 2016-03-30 Halli Galli Knallerfrauen TV Marken wandern zu YouTube …0 40.000.000 80.000.000 120.000.000 160.000.000 2014-07-09 2014-10-07 2015-01-05 2015-04-05 2015-07-04 2015-10-02 2015-12-31 2016-03-30 36.504.103 34.927.759
  48. 48. 0 40.000.000 80.000.000 120.000.000 160.000.000 2014-07-09 2014-08-08 2014-09-07 2014-10-07 2014-11-06 2014-12-06 2015-01-05 2015-02-04 2015-03-06 2015-04-05 2015-05-05 2015-06-04 2015-07-04 2015-08-03 2015-09-02 2015-10-02 2015-11-01 2015-12-01 2015-12-31 2016-01-30 2016-02-29 2016-03-30 Halli Galli Knallerfrauen taff TV Marken wandern zu YouTube …0 40.000.000 80.000.000 120.000.000 160.000.000 2014-07-09 2014-10-07 2015-01-05 2015-04-05 2015-07-04 2015-10-02 2015-12-31 2016-03-30 36.504.103 34.927.759
  49. 49. 0 40.000.000 80.000.000 120.000.000 160.000.000 2014-07-09 2014-08-08 2014-09-07 2014-10-07 2014-11-06 2014-12-06 2015-01-05 2015-02-04 2015-03-06 2015-04-05 2015-05-05 2015-06-04 2015-07-04 2015-08-03 2015-09-02 2015-10-02 2015-11-01 2015-12-01 2015-12-31 2016-01-30 2016-02-29 2016-03-30 Halli Galli Knallerfrauen taff GNTM TV Marken wandern zu YouTube …0 40.000.000 80.000.000 120.000.000 160.000.000 2014-07-09 2014-10-07 2015-01-05 2015-04-05 2015-07-04 2015-10-02 2015-12-31 2016-03-30 36.504.103 34.927.759
  50. 50. 0 40.000.000 80.000.000 120.000.000 160.000.000 2014-07-09 2014-08-08 2014-09-07 2014-10-07 2014-11-06 2014-12-06 2015-01-05 2015-02-04 2015-03-06 2015-04-05 2015-05-05 2015-06-04 2015-07-04 2015-08-03 2015-09-02 2015-10-02 2015-11-01 2015-12-01 2015-12-31 2016-01-30 2016-02-29 2016-03-30 Halli Galli Knallerfrauen taff GNTM Galileo TV Marken wandern zu YouTube …0 40.000.000 80.000.000 120.000.000 160.000.000 2014-07-09 2014-10-07 2015-01-05 2015-04-05 2015-07-04 2015-10-02 2015-12-31 2016-03-30 36.504.103 34.927.759
  51. 51. 0 40.000.000 80.000.000 120.000.000 160.000.000 2014-07-09 2014-08-08 2014-09-07 2014-10-07 2014-11-06 2014-12-06 2015-01-05 2015-02-04 2015-03-06 2015-04-05 2015-05-05 2015-06-04 2015-07-04 2015-08-03 2015-09-02 2015-10-02 2015-11-01 2015-12-01 2015-12-31 2016-01-30 2016-02-29 2016-03-30 Halli Galli Knallerfrauen taff GNTM Galileo The Voice Kids TV Marken wandern zu YouTube …0 40.000.000 80.000.000 120.000.000 160.000.000 2014-07-09 2014-10-07 2015-01-05 2015-04-05 2015-07-04 2015-10-02 2015-12-31 2016-03-30 36.504.103 34.927.759
  52. 52. 0 50.000.000 100.000.000 150.000.000 2014-07-09 2014-08-08 2014-09-07 2014-10-07 2014-11-06 2014-12-06 2015-01-05 2015-02-04 2015-03-06 2015-04-05 2015-05-05 2015-06-04 2015-07-04 2015-08-03 2015-09-02 2015-10-02 2015-11-01 2015-12-01 2015-12-31 2016-01-30 2016-02-29 2016-03-30 Halli Galli Knallerfrauen taff GNTM Galileo The Voice Kids Konzerne stehen hinter YouTubern …0 40.000.000 80.000.000 120.000.000 160.000.000 2014-07-09 2014-10-07 2015-01-05 2015-04-05 2015-07-04 2015-10-02 2015-12-31 2016-03-30
  53. 53. Konzerne stehen hinter YouTubern … Bertelsmann ProSiebenSat.1 Produzenten Medienkonzerne Labels BroadbandTV Divimove Stylehaul Studio71 (CDS) Endemol / Brainpool … Stroer (TubeOne), Webedia (allyance), Disney (Maker Studios) Universal / WMG / Sony Music Entertainment … Paluten, Katja Krasavice, … Gronkh, Kelly MissesVlog, LeFloid … MySpassde, MrTrashpack, Luke Mockridge … DagiBee, PietSmiet, Arazhul, Unge, … Robin Schulz, Digster Pop, Filtr Germany, …
  54. 54. Die Topliste wurde zu 3/4 übernommen … Top 100 nach 30d Abrufen in Mio. 281 234 1.500 Stand 29.04.2016 ohne Konzern (26)ohne Produktionsfirma o. Netzwerk (16) mit Konzern (74) 2 Mrd
  55. 55. Nicht nur auf YouTube … auch in den Social Feeds! Stand 03.11.2015 Kanäle SevenOne Studio71 RTL RTL2 Clipfish StyleHaul Fremantle BroadbandTV Divimove ARD ZDF Abonnenten gesamt Videoabrufe gesamtVideos gesamt Instagram gesamt Facebook gesamt Twitter gesamt 336 Mio Abrufe 257 Mio Abrufe 165 Kanäle 603 Kanäle
  56. 56. … und davon Tausende! Spitze Kanäle statt Masse
  57. 57. Marke + klassische Bekanntheit Neue Plattformen Wachstum Aktiv klassische Reichweite verschieben …
  58. 58. Social Feeds Videoplattformen Always on Alles Werbung Aufmerksamkeit Desitination Highlights Bezahlt Engagement
  59. 59. Vielen Dank! Kontakt Bertram Gugel M: +49 179 22 1 77 63 bertram@gugelproductions.com www.gugelproductions.de

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