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Analysis for 'YouTube'

  • YouTube Launches 360-Degree Live-Streaming and Spatial Audio, Will Double Down on Red

    More news in the white-hot live-streaming space, as YouTube announced yesterday support for 360-degree live-streaming as well as spatial audio (which will initially be for on-demand streams only). In a blog post, YouTube’s Chief Product Officer Neal Mohan said that YouTube will use 360 streaming itself for coverage of select performances at Coachella this weekend.

    I interviewed Neal on-stage at the NABShow Online Video Conference, as part of his kickoff keynote yesterday and he noted that 360-degree streaming will work for viewers on multiple platforms without any new hardware (distinguishing it from 4K and VR, for example). YouTube is also easing the path for content creators by offering the 360 capability at its YouTube Space studios and by working with camera makers via its Live API.

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  • Facebook Launches Rights Manager, Addressing Freebooting Scourge

    As video viewing on Facebook has soared, the company has been dogged by “freebooting,” whereby certain users rip copyrighted videos from YouTube and re-post them natively on Facebook. The problem has been widely reported and was perhaps most famously documented in a blistering critique last August by Hank Green (in that piece, Green highlighted data that in Q1 ’15, 725 of the top 1,000 videos on Facebook were freebooted, accounting for 17 billion views).

    Being perceived as a place where copyright piracy is rampant is obviously detrimental to Facebook’s efforts to court brands, celebrities and publishers, an initiative which has dramatically ramped up as the company has prioritized video. All this is why Facebook’s announcement yesterday of its new “Rights Manager” tool is an extremely important first step in helping legitimize Facebook as a publisher-friendly video platform.

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  • Global Music Industry Targets YouTube Over 'Value Gap' Revenue Shortfall

    The global recorded music industry generated $15 billion in revenue in 2015, a 3.2% year-over-year improvement, its first meaningful gain in nearly 20 years, according to the International Federation of the Phonographic Industry’s new Global Music Report. But rather than celebrating, the IFPI is emphasizing that a “value gap,” created by YouTube and other upload/sharing sites, is sapping the industry of much-needed revenue.

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  • Fullscreen’s New SVOD Service is Yet Another Willingness-To-Pay Test Case

    Another day, another new SVOD service. Yesterday, Fullscreen said that April 26th would be the launch date for its “fullscreen” $4.99/month ad-free SVOD service which had been teased last fall. Fullscreen is targeting 13-30 year-olds with 800+ hours of content that will include films plus scripted and unscripted online originals and exclusives from YouTube stars like Grace Helbig, Shane Dawson, Hannah Hart and Jack & Dean.

    Like Vessel and YouTube Red, two other SVOD services based on exclusive or windowed YouTube creator content, fullscreen is another test case for millennials’ willingness-to-pay for content that they’re long accustomed to getting for free (putting aside the differentiators of earlier access and exclusivity).

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  • OpenSlate’s New GRP Planning Tool Translates YouTube Audiences to TV Metrics

    The convergence of video and TV advertising is everywhere these days. The latest evidence is a new tool that OpenSlate unveiled last week that gives ad buyers the ability to screen YouTube inventory based on custom criteria and then see how it translates into TV-equivalent reach and demographics.

    OpenSlate’s CEO Mike Henry demo’d the new YouTube GRP Planning Tool for me last week, illustrating how buyers can enter target audience information to build an “unwired TV network,” then enter a budget and see how this equates to Total Rating Points and GRPs for a YouTube campaign.

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  • Pixability Enables Unified Video Ad Buying Across YouTube, Facebook, Instagram and Twitter

    Video ad tech provider Pixability has unveiled v4 of its platform, enabling unified video ad buying across YouTube, Facebook, Instagram and Twitter. With v4, agencies and advertisers can plan, execute, measure and optimize video ad campaigns through one dashboard, greatly streamlining the workflow. With v4, Pixability is expanding beyond its traditional focus on YouTube ad buying.

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  • Google Executives Tout YouTube's Momentum But Offer Few Specifics

    Google’s parent Alphabet reported strong Q4 ’15 earnings late yesterday, with $21.4 billion in revenue (up 18% vs. Q4 ’14) and operating income of $5.4 billion (up 22% vs. Q4 ’14). On the earnings call, Alphabet CFO Ruth Porat and Google CEO Sundar Pichai repeatedly cited YouTube as one of the key contributors to the company’s very successful quarter.

    But as usual, there were few specifics of YouTube’s actual financial performance disclosed, with Porat only saying “YouTube revenue continues to grow at a very significant rate” primarily due to the TrueView skippable ad unit.

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  • AT&T Launches Unlimited Data Plan as Wireless Carriers Fuel Mobile Video Boom

    The latest evidence that wireless carriers will fuel a boom in unlimited mobile video viewing came this morning with AT&T announcing a new plan that gives new and existing AT&T wireless subscribers who already have or who add either DirecTV or U-Verse TV service unlimited video on their smartphone for $100/month. Options are available for adding more smartphones and tablets for additional fees. AT&T also said it was the “first of many integrated video and mobility offers the company plans to announce in 2016.”

    Wireless carriers’ capped data plans have meant that subscribers needed to meticulously monitor their usage as they watched data-intensive video in order to avoid costly overage charges and also to aggressively search out WiFi hotspots. As wireless carriers have migrated to unlimited text and talk, data has become a key source of incremental, usage-based revenue.

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  • VideoNuze Podcast #303: The Top 10 Online Video Stories of 2015

    I'm pleased to present the 303rd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    In this week’s podcast Colin and I discuss our top 10 online video stories of 2015. A lot happened this year and it’s been tons of fun to cover and try to make sense of it. If you disagree with any of our choices, then as always, we welcome your feedback.

    We’re going to try to slip in one year-end podcast next week, but in case you’re heading out early for the holidays, Colin and I would like to thank all of our listeners for tuning into our podcast this year, and wish all of you happy holidays!

    Listen now to learn more!



    Click here to listen to the podcast (28 minutes, 57  seconds)

    Click here for previous podcasts

    Click here to add the podcast feed to your RSS reader.

    The VideoNuze podcast is also available in iTunes...subscribe today!

     
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  • Sandvine: 70% of North American Peak Period Downstream Internet Traffic is Video and Audio

    Sandvine has released its December, 2015 Global Internet Phenomena report, revealing that video and audio traffic now accounts for 70.4% of North American downstream traffic on wired networks in peak period. Sandvine said that 5 years ago, video and audio accounted for less than 35% of peak period traffic.

    Netflix has become even more dominant in the past year, now with 37.1% of downstream traffic, up from 34.9% that Sandvine reported in November, 2014. Among other popular services, YouTube was in second place with 17.9% share (up from 14% share in Nov. ’14), Amazon Video was fourth (3.1% share, up from 2.6% in Nov. ’14), iTunes was fifth (2.8% share, flat from Nov. ’14), Hulu was sixth (2.6%, up from 1.4% in Nov. ’14) and Facebook seventh (2.5%, down from 3% in Nov. 14).

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  • Why Licensing TV Shows is Unlikely to Make YouTube Red a Success

    The WSJ reported last night that YouTube is now talking to Hollywood studios and production companies about licensing TV shows and movies to include in its recently launched $10/month YouTube Red subscription service. The WSJ said the talks are still preliminary and YouTube’s specific plans are not well understood. While it’s too early to judge, I’m skeptical that this will be a game-changer for YouTube Red for many reasons.

    First and most important, the world does not need another place to watch TV shows online. We already have Netflix, Hulu, Amazon Prime, TV networks’ full episode players/apps, TV Everywhere services, HBO Now, iTunes, Google Play, etc, the list goes on and on. Though it’s by no means straightforward for viewers to actually FIND the shows online they’re looking for, the shows are almost certainly somewhere online already. For YouTube Red to become yet another online home for TV shows creates little new value and only more confusion.

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  • VideoNuze Podcast #296: YouTube Red is Ho-Hum, Cable TV Earnings Defy Cord-Cutting

    I'm pleased to present the 296th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    This week we discuss our first impressions of YouTube Red, and then turn to Q3 earnings reports from top cable operators, which are defying cord-cutting.

    For YouTube Red, Colin and I agree that the service’s primary value proposition of ad-free viewing is diminished by the fact that the ad experience on YouTube is already quite viewer-friendly and non-intrusive (as I wrote last week and yesterday). Further, the download feature, which could be quite appealing, is underwhelming on iOS, though it’s slightly better in Android. Net, net, neither of us sees much upside for YouTube Red, at least for now.

    We then turn our attention to Q3 earnings from 3 big cable operators, Comcast, Time Warner Cable and Charter. Each has reported very strong video subscriber results, bucking the cord-cutting paranoia. Colin notes that for Comcast, broadband profit contribution actually exceeded video’s profit contribution. I see the combination of cable’s robust broadband and hybrid set-top boxes like X1 as the key to ongoing success.

    Listen now to learn more!



    Click here to listen to the podcast (23 minutes, 2 seconds)

    Click here for previous podcasts

    Click here to add the podcast feed to your RSS reader.

    The VideoNuze podcast is also available in iTunes...subscribe today!

     
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  • Hands-On With YouTube Red: Hard to See Much Appeal For Now

    YouTube Red was announced last week and became available yesterday. After taking it for a spin on my iPad (note, access for subscribers is included in the YouTube app), I’m pretty convinced that the current offering is unlikely to gain any significant traction. To be fair, there are more benefits coming to YouTube Red in the near future, but even with those, the service is unlikely to appeal to more than a small number of YouTube users.

    YouTube promoted the primary feature of YouTube Red as ad-free viewing. For sure, watching YouTube without ads is an improved experience, but as I wrote last week, because YouTube’s skippable TrueView ads are already so viewer-friendly, the marginal improvement from not having to click “Skip Ad” doesn’t end up feeling like a big breakthrough, especially for viewers used to YouTube being free.

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  • YouTube’s Viewer-Friendly Ad Experience Raises Bar for New Subscription Service

    What’s a viewer’s willingness to pay in order to have an ad-free video experience? The question is in focus yet again with yesterday’s announcement of YouTube Red, the company’s long-rumored $9.99/month ad-free service. Unfortunately for YouTube Red, in its case, willingness to pay is going to be heavily influenced by the fact that YouTube has arguably the most viewer (and advertiser) friendly video ad model, which will undoubtedly impact interest in paying for YouTube Red.

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  • Perspective What's this? YouTube 2020 Predictions - The Preposterous Possibilities

    YouTube in its first decade has both transformed itself and the industry, which conjures the possibilities of what it can be by 2020.  YouTube’s audience, currently one billion global monthly unique views, ranks as a top-tier advertising business that fundamentally changes TV, the entertainment industry, and how brands spend their advertising budgets.  Here are ten predictions how YouTube will dominate the video ecosystem:

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  • Comcast Should Prioritize Integrating Popular OTT Services in X1 Instead of Curating Online Video

    There’s been a lot written in the past few days about Comcast’s reported plan to introduce a new platform called “Watchable,” that will curate short-form online video content from various providers for viewing on its X1 set-top boxes and eventually on mobile devices. The initiative is seen as helping Comcast increase its appeal to millennial viewers and drive additional online video advertising revenue.

    On the one hand, I applaud the company’s desire to dive more deeply into online video, which has many synergies with Comcast’s broadband and TV businesses. Without knowing any of the details, the biggest issue to me with Watchable is that it’s hard to understand why Comcast would prioritize it as a current initiative when a far more significant opportunity would be integrating popular OTT services into X1, which would have huge subscriber acquisition and retention benefits.

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  • VidCon vs. Pay-TV: A Modern Tale of Two Cities

    "It was the best of times, it was the worst of times…"

    If you’re looking for a stark illustration of the diverging fortunes of the online video and pay-TV industries - as well as the generational attention/passion gap between the two - then comparing the buzz out of last week’s 6th annual VidCon with the poor early Q2 video subscriber numbers from big pay-TV operators is about as good as it gets.

    For those not familiar with VidCon, it’s the annual convention of YouTube creators, fans and increasingly advertisers that want to weave themselves into this community. This year VidCon drew somewhere between 20K-30K attendees (up from 1,200 just 5 years ago) to the Anaheim Convention Center, with the vast majority being teenagers seeking to get up close to their favorite YouTube celebrities for a coveted selfie.

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  • How to Capitalize on YouTube’s Vast Landscape With Winning Video Ad Campaigns [AD SUMMIT VIDEO]

    Google highlighted YouTube’s audience and revenue growth in last week’s Q2 ’15 earnings call, with viewing time up 60%, the number of advertisers up 40% and the average spending of the top 100 advertisers up over 60%, all vs. a year ago. While Google has never broken out detailed YouTube performance, these selected data point to strong momentum at the video site.

    At the 2015 Video Ad Summit, our session, “How to Capitalize on YouTube’s Vast Landscape With Winning Video Ad Campaigns” helped explain why YouTube is succeeding. The session included Michelle Bandler (Director of Brand Activation, Google), Al Cadena (Senior Account Director, Beeby Clark+Meyler), Hermann Hassenstein (Global Head of Marketing Planning, PUMA) and Art Zeidman (EVP, Chief Revenue Officer, Pixability), with Mike Shields (Senior Editor, The Wall Street Journal) moderating.

    The session explored, among other things, how ad buyers think about YouTube and the key challenges the site faces in persuading traditional TV ad buyers to pursue YouTube. These include measurement, sales lift, business processes, incomplete experimentation, etc.

    The group also discussed how advertisers work with YouTube influencers on branded entertainment, the rising importance of mobile, the impact of Facebook, how ads are optimized for YouTube and social media, plus much more.

    Watch the session video now (31 minutes, 26 seconds)

     
  • IBM Cloud Video - full banner - 4-24-17
  • YouTube Newswire Launches, a Partnership of Google News Lab and Storyful

    YouTube has launched YouTube Newswire, powered by Storyful, where journalists can access eyewitness user-generated videos to incorporate into their reporting. Storyful, a social news agency startup that News Corp. acquired in December, 2013, verifies and curates the videos. YouTube Newswire is free, and includes global and regional feeds covering news, weather and politics.

    Eyewitness videos have become a huge part of news reporting because of the mass proliferation of smartphones, which allow for spontaneous video capture often well ahead of the arrival of established news organizations. Social media has amplified the reach of these videos. But with all this video floating around the challenge becomes finding it, verifying it, organizing it and gaining the rights to use it - all prerequisites for it being used by established news outlets.

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  • Study: YouTube Beauty Video Views Up 50% In Past 15 Months

    Pixability has released its second annual, deep-dive, "Beauty on YouTube" report, finding, among other things that beauty video views have increased by 50% between January, 2014 and April, 2015. Overall, beauty is one of the most vibrant verticals on YouTube, with 1.8 million videos driving 45.3 billion total views to date, of which 55% are now viewed on mobile devices.

    There are over 123 million subscribers to YouTube beauty channels. Makeup accounts for 51% of beauty videos, far ahead of hair (28%), nails (10%) and skincare (6%). No surprise, 89% of YouTube's beauty audience is female.

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