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Sunday, March 18, 2012

YouTube: Increasing Viewing Session Length

How does this affect me?

Read the full post:
http://support.google.com/youtube/bin/answer.py?hl=en&answer=2500737

Research credit: Chris

Posted by modelmotion at 3:29 AM

Labels: , , , , , , , , , , ,

3 comments:

  1. modelmotionMarch 18, 2012 at 3:35 AM

    Not quite sure how this is going to impact on things, but its worth watching carefully.

    ReplyDelete
  2. Pink Slip - Part 1 - SuzieMarch 18, 2012 at 4:16 PM

    I agree with you modelmotion, but have a major concern....because we are all so innundated with material, it would seem to me that the longer someone watches a video, the less they really want what the internet has to offer...it's sort of like wanting to watch a tv show and not having to leave your computer, vs. watching a short video, by many people, giving you hits....it would seem as if we are talking about two different types of audiences and also perhaps two different age groups....with older people perhaps watching longer because that is what they have grown accustomed to and younger people watching for a shorter time because they are perhaps multitasking and talking on their cell to a friend while watching the video...I'd love your thoughts on this.

    ReplyDelete
  3. modelmotionMarch 19, 2012 at 11:26 AM

    A lot depends on the product.

    On the Web I like short 3 minute videos. On TV, and podcasts longer formats work and that includes when you put TV shows onto the web: they already have their brand, a massive production budget, and marketing budget. For example, how many Web series can come close to "Pan Am" or ""Supernatural" in what they do? They just execute so well.

    Now that is not to say Web series always need to be short. The key is they also need to be great in their own context. However, in the case of a Web series, social becomes much more important so you need to start thinking multi dimensionally in order to execute. This probably takes about 20 hours of online social marketing time per minute of video.

    It is always important to realize that your goal is to carve out a niche in the "viewers" very very very busy schedule. Not only do you now have to compete with broadcast TV, cable TV, Books, Film, radio, and podcasts but you have to compete with the new youtube premium channels: SourceFed, SBNation, Geek and Sundry, Tutele, Young Hollywood etc etc etc that are literally carpet bombing Youtube with new content every day.

    Not only that, but "viewers" have to deal with more and more intrusive pre-rolls from Youtube. Yes, they have to pay the bills, but all these things consume the "viewers" time.

    The bottom line is that to survive you have to treat every second of the "viewers" time as a golden commodity. Creators need to respect it and find a way to add value to every second of their show. If you execute on that with a longer show and build your audience then you are doing something right. But the key here is to build your audience with a product that you love; but one that also resonates with "viewers" and enriches their lives while respecting their time.

    Tachyfin says "Gulp".

    ReplyDelete

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