Monetizing Your Web Video

Monetizing Your
Web Video
Richard Harrington | RHED Pixel
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Agenda
■ Explore different options to monetize content
■ Learn how to sell your content in several online stores
■ Explore sponsorship options and companion sales

What is RHED Pixel?
■ Company founded in 1999
■ 70% Full Service Clients
■ 30% Support to Other Professionals
■ Winner of a Ciné Award
■ Offers variety of video, interactive, and multimedia services
■ Recognized authority for video and multimedia industries

Who Am I?
What Shapes My Perspectives
linkedin.com/in/ 
richardharrington
twitter.com/
rhedpixel

Who Am I?
■ TWITTER BIO: 
I'm a visual storyteller
exploring the fusion of
photography and video.  
I'm a husband & father  
Publisher Photofocus &
CCU | CEO RHED Pixel
■ RHED Pixel | Founder
■ Creative Cloud User &
Photofocus | Publisher
■ Certiﬁed PMP
■ Consultant to  
Turner, CNN, ABC,  
MLB Network, 
Discovery Channel

Getting In Touch
twitter.com/rhedpixel
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RichHarringtonStuff
plus.google.com/
+RichardHarrington/
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richardharrington
RichardHarrington.com
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www.pinterest.com/
rhedpixel/

Web Video Experience
My company makes speciﬁc content
for targeted audiences

Web Video Experience
■ Apple
■ Adobe Systems
■ Community Health Charities
■ Google
■ Microsoft
■ National Foundation for  
Credit Counseling

Topics Covered
■ Technology
■ Photography
■ Design
■ Fashion
■ Health
■ Parenting
■ College Admissions
■ Mobile Computing
■ Education
■ Fundraising
■ Fitness
■ Presentation Skills
■ Employment
■ Travel

Internet Access is Everywhere
% With Internet Access From Any Location (12+)
0
25
50
75
100
1999 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
8988
848583828181
75
72
62
55
50
http://www.edisonresearch.com/Inﬁnite_Dial_2012.pdf

High-Speed Access at Home
% Who Have Broadband/Dial-Up Internet Access at Home
0
25
50
75
100
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
89
868482
76
69
58
48
37
28
21
88
1315
20
28
38
48
60
68
78
Dial-Up Broadband

Internet is Most Essential Delivery Vehicle
% Saying the Internet Is the Most Essential Medium to Their Lives
0%
25%
50%
75%
100%
2002 2007 2012
46
33
20

Internet is Most Essential Delivery Vehicle
% Saying the Internet Is the Most Essential Medium to Their Lives
0%
25%
50%
75%
100%
12–34 35+
33
68

Top 10 Countries by Number  
of Internet Users
Rank Country Internet Users Population %
1 China 420,000,000 31.8%
2 United States 234,372,000 76.3%
3 Japan 95,979,000 75.5%
4 India 81,000,000 7.0%
5 Brazil 72,027,700 36.2%
6 Germany 61,973,100 75.3%
7 United Kingdom 46,683,900 76.4%
8 Russia 45,250,000 32.3%
9 France 43,100,134 69.3%
10 South Korea 37,475,800 77.3%

Top 10 Countries by Percentage
of Internet Users
Rank Country Internet Users Population %
1 Iceland 285,700 93.2%
2 Norway 4,235,800 90.9%
3 Greenland 52,000 90.3%
4 Sweden 8,085,500 89.2%
5 Netherlands 14,304,600 85.6%
6 Denmark 4,629,600 84.2%
7 Finland 4,382,700 83.5%
8 New Zealand 3,500,000 83.1%
9 Australia 17,033,826 80.1%
10 Luxembourg 387,000 78.7%

Eliminate iPhone or TV
6%
36%
58%
Eliminate TV Eliminate iPhone Don’t Know
Give Up TV Before Smartphones
TV or Smartphone – Which would you be more willing to eliminate?
2%
40%
58%
Eliminate TV Eliminate Smartphone Don’t Know

Tablet Ownership
2012 2013 2014
16%
12%
6%
6%
3%
1%
17%14%11%
iPad only Both Non-iPadArbitron

Personal
Electronic
Devices
(PEDs)

Tablet Ownership
Pew Internet Life
0%
10%
20%
30%
40%
50%
May-10 May-11 Dec-11 Nov-12 Sep-13 Jan-14
42%
34%
24%
10%
8%
3%

E-Reader Ownership
Pew Internet Life
0%
8%
16%
24%
32%
40%
May-10 May-11 Dec-11 Nov-12 Sep-13 Jan-14
32%
24%
19%
10%
12%
4%

Smartphone Growth
0%
14%
28%
42%
56%
70%
2009 2010 2011 2012 2013 2014
61%
53%
44%
31%
14%
10%
160
Million
The Inﬁnite Dial — Edison Research

Smartphones by Age
0%
0%
1%
1%
1%
12–24 25–54 55+
36%
68%
78%
25%
64%
68%
19%
53%
61%
2012
2013
2014

Passion for a Platform
% Who “Love” Platform/Device
iPhone
iPad
Android Phone
iPod
Blackberry
Cell Phone
0 25 50 75 100
32%
36%
46%
49%
53%
66%

Top Smartphone Platforms
3 Month Avg. Ending Jan. 2014 vs. 3 Month Avg. Ending Oct. 2013

January-14 April-14 Point Change
Total Subscribers 100% 100% N/A
Google 51.7% 52.5% 0.8%
Apple 41.6% 41.4% -0.2%
BlackBerry 3.1% 2.5% -0.6%
Microsoft 3.2% 3.3% 0.1%
Symbian 0.2% 0.2% 0%
Source: comScore MobiLens

Top 15 Properties
1     Google Sites 89.4%
2     Facebook 86.6%
3     Yahoo Sites 86.2%
4     Amazon Sites 69.0%
5     AOL, Inc. 56.9%
6     Microsoft Sites 52.6%
7     Apple Inc. 51.1%
8     Turner Digital 46.9%
9     Pandora.com 46.5%
10     Wikimedia Foundation Sites 43.7%
11     Glam Media 38.0%
12     CBS Interactive 37.2%
13     eBay 36.8%
14     Weather Company, The 34.2%
15     Gannett Sites 31.3%

Top 15 Apps
1     Facebook 77.6%
2     Google Play 52.4%
3     YouTube 49.7%
4     Google Search 48.9%
5     Pandora Radio 46.4%
6     Apple App Suite 45.0%
7     Gmail 43.5%
8     Google Maps 41.6%
9     Yahoo Stocks 30.7%
10     Instagram 27.5%
11     Yahoo Weather Widget 27.0%
12     Facebook Messenger 24.5%
13     Apple Maps 24.2%
14     Twitter 22.8%
15     The Weather Channel 21.4%

Give Up TV Before Smartphones
TV or Smartphone – Which would you be more willing to eliminate?
6%
36%
58%
Eliminate TV Eliminate iPhone Don’t Know
Eliminate Smartphone or TV
2%
40%
58%
Eliminate TV Eliminate Smartphone Don’t Know

Delivering Mobile Video
■ Production Frequency  
How often are you going to record
new episodes?
■ Acquisition Size 
We typically acquire shows in 720p
(a frame size of 1280x720) at 24
frames per second (same as ﬁlm).

■ Delivery Methods  
You need to consider your primary
and secondary delivery methods.
■ Audience Capabilities  
You need to make some
assumptions about your audience.

Analyze the Market
■ Who is your competition?
■ What makes your video different?
■ What can you do better?
■ Who do you want to attract?
■ What are weaknesses of your
competition?
■ How can you take advantage of
these?

■ Plan
■ Produce
■ Distribute
■ Promote
■ Monetize (optional)

Questions to Ask
■ Make-Up of Audience?
■ Connection Speeds?
■ Embedded into Page?
■ Downloadable?
■ Portable?
■ Protected?

Hosting Considerations
■ Several choices
■ Bandwidth and total storage biggest
factors to impact cost
■ Weigh all factors
■ Check download times

Popular Hosts
■ Vimeo
■ YouTube
■ Amazon S3
■ PodHoster
■ Libsyn
■ PodBean
■ Cacheﬂy

0%
13%
25%
38%
50%
Last Month
41
38
34
21
12
2007 2008 2009 2010 2011 http://www.edisonresearch.com/Inﬁnite_Dial_2011.pdf
YouTube Video Watching
% Who Have Watched Internet Video Programming From YouTube

Channel Creation
■ To create a new channel:
■ Click Proﬁle Icon
■ Click All My Channels
■ Click Create a new channel
■ Enter a name
■ Select a category
■ Select an audience

Channel Creation
■ You may have up to 50 channels
linked to one Google account, and
each channel can be managed by
multiple people.
■ To add additional managers click
“Managers” and enter their email
addresses or Google+ Proﬁle names.

sublicenseable
transferable
without limitation

YouTube Partner Program
■ The YouTube Partner Program allows
creators to monetize content through
advertisements, paid subscriptions
and merchandise.
■ YouTube Partner eligible videos may
earn money from relevant ads or
fees.

■ Allows you to reach a global
audience and increase earning
potential
■ Non-exclusive agreement allows you
to monetize in multiple venues
YouTube Partner Program

To Become A Partner
■ Your YouTube account must be in
good standing
■ You are uploading advertiser-friendly
original, quality content
■ Do not infringe on copyright

Partner Features
■ Ability to have longer videos (over 15
minutes)
■ Annotations that link to your external
websites
■ Upload custom thumbnails
■ Enable paid subscriptions
■ Stream live events or host a Google+
Hangout On Air

Vimeo On Demand
■ Must be a Vimeo Pro member
■ Go to Creator Services section
■ Can set videos for Rent or Buy
■ Need a PayPal account
■ 90/10 split that favors creator

Vimeo Pro
■ $199 per year
■ 50GB of storage, 250k plays  
(additional space and plays can be added)
■ No bandwidth caps or time limits
■ Commercial hosting option
■ Advanced Statistics
■ Unlimited HD uploading & priority
uploading

Vimeo Pro
■ Customizable and brandable video
player
■ HTML5 support with the  
Universal Player
■ Unlisted Video Review pages
■ Third party video player support
■ Optional original ﬁle storage

YouTube Statistics
■ 48 hours of video are uploaded every
minute, resulting in nearly 8 years of
content uploaded every day
■ Over 3 billion videos are viewed a
day
■ More video is uploaded to YouTube
in one month than the 3 major US
networks created in 60 years

What is
Podcasting?
Podcasting is distributing
highly targeted, syndicated
programs (shows) over the
Internet in an audio or
video format that
interested audiences can
subscribe to.

Uses for Technology
■ Special interest radio & TV
■ Software training
■ Redistribute existing shows
■ Distance learning
■ Brand extension
■ Public awareness

What is Podcasting?
■ RSS (Real simple syndication) is the feed
that provides subscription based content
using XML code.
■ Subscribers can set their software (such
as iTunes) to automatically download a
new episode when available.
■ Subscribers can build an index of shows
and episodes on their computer as well
as their portable media devices to watch
whenever and wherever they want.

Beneﬁts of Podcasting
■ Opt-in audience.
■ Time shifting
■ Emerging technology with little
competition.
■ Can target and track niche markets.
■ Provides “walk away” brand extension.
■ Viral communications medium...  
Good content is shared freely.

Who’s Podcasting?
■ National Public Radio
■ Public Broadcasting Service
■ ABC – CBS – NBC
■ BBC – CNN – Associated Press
■ MTV – ESPN – VH1 – HGTV
■ New York Times
■ Wall Street Journal
■ Washington Post

Who’s Podcasting?
■ National Geographic
■ Discovery Channel
■ White House
■ The Pentagon
■ National Park Service
■ US Treasury Department
■ Political Candidates

Podcasting Reach
0%
5%
10%
15%
20%
25%
30%
2006 2007 2008 2009 2010 2011 2012 2013 2014
30%
27%
29%
25%
23%22%
18%
13%
11%

Podcast Consumption
2013
65%
35%
2014
47%
53%
Portable
Computer

Vast Majority Say Commercials Are a
Fair Price to Pay For Free Content
5%
20%
75%
Yes
No
Don't Know
Pew Internet Life

% Who Have Listened to a  
Podcast in the Last Month
0%
5%
10%
15%
2008 2009 2010 2011 2012 2013 2014
15%
12%
14%
12%12%
11%
9%

Podcast Consumption
11%
10%
16%
20%
22%
21%
One Two
Three Four or Five
Six to Ten Eleven or More

https://itunesconnect.apple.com/WebObjects/
iTunesConnect.woa/wa/apply

A Store for Everything
■ Music
■ Music
■ Music Videos
■ Ringtones
■ Concert Films
■ Spoken Word
■ TV
■ TV Shows
■ Seasons
■ Season Passes

A Store for Everything
■ Movies
■ Movie Sales
■ Movie Rentals
■ Shorts
■ Books
■ Trade Books
■ Science, Technical, and
Medical
■ Professional

Other Requirements
■ An Apple ID
■ A current credit card on ﬁle
■ A U.S. Tax ID

What Movies Can You Sell?
■ Feature-length motion pictures or documentaries
■ Short films of theatrical or DVD quality
■ Exercise and fitness offered in the TV section
■ Concert films are available in the Music section

What Can’t Be Sold?
■ Adult movies
■ How-to videos
■ User-generated content
■ Other video types that are not normally considered to be
motion pictures or documentaries.

Movie & TV Aggregators
■ Aggregators charge a fee to correctly format and deliver
your content to Apple’s speciﬁcations.
■ The majority of independent movies offered on iTunes is
provided by one of our aggregator partners.
■ Apple pays aggregator then the aggregator pays owner.
■ View Apple-approved aggregators for movies—  
http://bit.ly/ituneaggregators
■ View Apple-approved aggregators for TV—  
http://bit.ly/itunestvag

Encoding Houses
■ All content must be encoded and delivered by an Apple-
approved encoding house.
■ The encoding house processes the content in the Apple-
speciﬁc encode that is required for distribution on iTunes.

When to Make a Native Application
■ Charging Money
■ Game
■ Location-based Services
■ Cameras
■ Accelerometers
■ Device Filesystem
■ Ofﬂine Access

Apps are More Popular than Mobile Web
■ According to Flurry Analytics reports
■ 94 minutes per day are spent  
on apps
■ 72 minutes on the web
■ Users are spending more time going
directly to an app that gives them the
information they want rather than
searching on the mobile web.

Medium Matrix
Device
Support Complexity
User
Experience Language
Oﬄine
Support
Device
Features
Initial 
Cost
Long Term
Cost
Mobile

Websites
All Simple Limited HTML No None Low Low
Mobile

Web

Application
Some Medium Great
HTML,
CSS,

JS
Limited Limited Medium Low
Native

Application
All Complex Excellent Various Yes Yes High Medium

Developing for iOS
■ Sign up at http://
developer.apple.com/devcenter/ios/
index.action
■ Gain access to Dev Center
■ Cost is $99 or $299 per year (with
free option as well – limited)

Developing for iOS
■ Access to SDK as well as testing
tools
■ Online library with training resources

$99 / Year
For a company with a
development team who will be
creating iOS apps for distribution
on the App Store.
A D-U-N-S Number is
required.
$99 / Year
For an individual developer who
will be creating iOS apps for
distribution on the App Store.
iOS Developer Program
Company
iOS Developer Program
Individual
Which Developer Program is for You?

Free
For higher education institutions
looking to introduce iOS
development into their
curriculum.
$299 / Year
For a company who will be
creating proprietary, in-house
iOS apps.
A D-U-N-S Number is
required.
iOS Developer
University Program
iOS Developer
Enterprise Program
Which Developer Program is for You?

http://www.appannie.com/apps/ios/matrix/
overall/?device=ipad

Average Prices
■ Current Average App Price: $1.31
■ Current Average Game Price: $0.72
■ Current Average Overall Price: $1.22
http://148apps.biz/app-store-metrics/

Popular Categories
1. Games (211330 active)
2. Education (121821 active)
3. Business (95029 active)
4. Lifestyle (94153 active)
5. Entertainment (90615 active)
http://148apps.biz/app-store-metrics/

App Store Approval Process
■ 95% of apps are approved within 14 days of submission
■ Apple has 40 full-time reviewers who study new apps
■ 20% are rejected , but sent back for tweaks and changes
■ There is an App Store executive review board
■ Determines procedures

App Store Approval Process
■ Sets policy for the review process
■ Reviews applications that are escalated to the board
because of new or complex issues

What is Digital Publishing?
■ Digital Publications can contain:
■ Text
■ Photos
■ Video
■ Audio
■ 3D models
■ Interactive elements
■ Live web content

http://support.apple.com/kb/PH2808?
viewlocale=en_US&locale=en_US

www.apple.com/itunes/content-providers/
book-faq.html

The Growth in eBooks
■ 23% of Americans read an e-book in
past year
■ The number of e-book readers grew
after a major increase in ownership
of e-book reading devices and tablet
computers during the holiday season
■ 33% of Americans age 18 and older
own at least one specialized device
for e-book reading – either a tablet or
an e-book reader
PEW INTERNET & AMERICAN LIFE PROJECT | The rise of e-reading | April 5, 2012

■ Ownership of e-book readers like the
original Kindle and Nook jumped
from 10% in December 2011 to 19%
in December 2012
■ Ownership of tablet computers such
as iPads and Kindle Fires increased
from 10% in mid-December 2011 to
25% in December 2012
The Growth in eBooks

How Much Does an Reader Read?
■ Women reported reading more
books than men
■ 30% of those who read e-content
say they now spend more time
reading
■ 42% of readers of e-books said they
are reading more now that long-form
reading material is available in digital
format

■ 42% of e-book readers said they
consume their books on a computer
■ 41% consume their e-books on an  
e-book reader
■ 29% consume their books on their
cell phones
■ 23% of readers of e-books consume
their books on a tablet computer
How Much Does an Reader Read?

Most Book Readers Prefer to Buy
■ 48% bought it. Owners of e-book
readers and tablets were much more
likely than others to have bought it
■ 24% borrowed it from family, friends,
or co-workers
■ 14% borrowed it from a library
■ 13% got it from another source

Adobe Digital Publishing Suite

https://creative.adobe.com/dpsse

http://terrywhite.com/how-to-create-
ipad-apps-with-indesign-cs6/

Search Mac App Store
https://itun.es/us/siYnD.m

Getting Started with iBooks
http://vimeo.com/51996683

In-Depth Class
http://www.youtube.com/watch?v=pqoIbHieIGQ

How Will You Be Discovered?
■ There are three ways a potential viewer can ﬁnd you
■ Understanding the three methods is important if you want
to improve your chances of being found

Search
■ Results are returned based on popularity and relevance
■ Popularity relates to the number of new downloads you’ve had in
a given period
■ Relevance is due largely to your video’s description and keywords
■ Be sure to write an accurate description
■ You can also use keywords to address misspellings or additional
search criteria.

Featured Content
■ The iTunes Store routinely features content
■ Quality of content is strongest consideration
■ Content must have attractive artwork  
(which does not include Apple items like logos or iPods)
■ Content that is released regularly

Top Lists
■ Location on page will vary site to site
■ These lists showcase the top videos in each category
■ Making these lists is based on new downloads
■ Once you are on a Top List, it is essential you maintain
momentum
■ Staying on a Top List is very helpful, as it makes it much easier for
browsers to discover your podcast

Getting In Touch
twitter.com/rhedpixel
facebook.com/
RichHarringtonStuff
plus.google.com/
+RichardHarrington/
linkedin.com/in/
richardharrington
RichardHarrington.com
vimeo.com/rhedpixel
www.pinterest.com/
rhedpixel/
kelley@rhedpixel.com

Monetizing Your Web Video

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