eMarketer has some new predictions about the growth in online video and the numbers look good. You can check them all out on their site.
What I found far more intriguing were some comments about the move away from getting viewers to come to your site and, instead, delivering the content to viewers wherever they are.
“All the networks are moving toward super-distribution, where the content is available in every possible outlet,” said Mike Henry, senior vice president of ad sales at Veoh. “They realize they’re not always going to be the destination of choice.” Patrick Keane, EVP and CMO of CBS Interactive, put it another way in a September 2007 Jack Myers Media Business Report article.
“Instead of trying to ferret our users to one place, let’s follow our users and bring our content to them,”
Sounds like some people are starting to wake up to the new realities.
It’s exciting to see really big names in the media world coming out and saying something I’ve been talking about for a while – that the Age of the Networks is drawing to a close.
“Warner Bros. TV’s president said the studios will bypass broadcast networks next decade using broadband and cellular. “We will go directly to consumers with content,” President Bruce Rosenblum said Tuesday in a notably candid insider’s talk to Stanford law students. “Your generation” is witnessing “a complete disaggregation of the networks,” he said. Warner leads in supplying prime-time shows to the networks, and going around those big customers will usher in an era that will be very expensive for his business but offer it exciting prospects…”
See the whole article here (via NewTeeVee)
Emarketer has some new data on Podcast subscribers. Turns out that not only are the number of subscribers growing but they cover quite a wide demographic.
“They don’t all listen to the same programs, they don’t all use iPods, and they don’t all come from the same background.
They are podcast users, and they defy clear-cut connections between usage and factors such as gender, age and income level.
More delicious data here. I really think Podcasts are the indie distributors best friend.
I’m making my way through Seth Godin’s 2000 piece “Unleasing the Ideavirus” which you can download for free from the site. Nothing really ground-breaking – it is eight years old now – but a good recap of how thinking about marketing (and therefore distribution) is evolving and changing.
It’s a bit too “Tipping Point” for my taste but worth a skim.
Some commentary from Mashable about NextNewNetworks deciding to syndicate to MySpaceTV. More and more content distributors are realizing the need to actually use the internet for what it is designed for – mass distribution and copying – instead of trying to force it into old models of media behavior.
The big question is, if all the current distributors begin to cross-pollinate and I can find the same things everywhere I look, what is the fate of sites designed around the idea of drawing traffic directly to them.
As tools for “curating” (see my earlier post) expand and I can self-design a “site” that collects everything I want to see and consume, thus saving me the trouble of surfing completely, i think there will be a major shift in the relationship between content creators and those in the role of distributor.