2008, the Year of Distribution for Web Video
January 2nd, 2008
We loved reading all the 2007 recaps on the web video industry as well as the predictions for 2008. Upon deciding to write our own predictions (or prediction, rather), we realized that predictions are hard. Especially in an industry that has as much change each month as many do in a year.
But out of our biggest marvel from the past year springs a single prediction: “super-distribution” of video content will become mainstream. This might seem obvious to you. It does to us, but then again, we’re an online video distribution company, so we’ve seen the growth and heard the demands of the industry.
It is impressive to think back for a moment - a year ago the media was abuzz at rumors that the big media companies were in discussions with YouTube. Then, in March, Viacom sues YouTube for not taking down their copyrighted content. That same month, NBC-Universal and News Corp. announce that they would team up to provide prime-time quality content through a website they would develop together. Uh-oh. And the pendulum swings again in April when CBS announces (as the WSJ calls it) “a flurry of deals to distribute shows.” Loosen the grip on your content, tighten the grip on your content. Drive viewers to your content, drive content to your viewers. Back and forth, back and forth, and so often that for those taking cues from the industry, it’s a bit dizzying.
Even with the back and forth, and even though predictions are hard, we predict distribution becomes the prevalent strategy in 2008. As organizations start to realize the lift in viewership they see by doing so, there won’t be any going back.
Sphere: Related ContentEntry Filed under: New Media/Old Media
2 Comments Add your own
1. TubeMogul Blog » Kl&hellip | February 28th, 2008 at 6:04 pm
[...] dollars follow the audience and content. We’ve all been writing about it for some time – our post is here. Once again, we’re left to speculate about how much and how [...]
2. Sheila Clover English | March 1st, 2008 at 10:54 pm
Distribution is king in 2008, no doubt about it.
I think companies will scramble to to utilize online distribution companies such as TubeMogul. Everyone is going to want what I term the “TV effect” for online video. That’s where they try their best to get as many people to see the content as possbile with some (though perhaps not enough) thought toward target audience.
For media giants such as CBS or NBC well…if they build it we will come…because the content is familiar. I’m not convinced that these sites will bring in NEW viewers, but think they’re more likely to bring IN people who prefer web to TiVo.
Media giants and those of us with more humble beginnings (and pocket books) will continue to utilize online video content to get our messages OUT to people.
There needs to be an awareness by the companies doing both IN and OUT video play that the viewership isn’t the same. Apples…meet oranges.
Anyone who distributes TO sites such as YouTube, MySpace, Viddler, etc. need to realize that massive distribution is just one step in the process. You must have a personality on those sites that you distribute to. They are social communities, not delivery systems. Don’t make the mistake of forgetting that.
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