The way we access content is fundamentally changing. Shorter-form content continues to grow apace and, at the same time, viewing is fragmenting across myriad devices and screens. Helping drive this change has been the emergence of a new generation of distribution platforms that blend professional video, user generated content and social media.
YouTube and Facebook, which between them boast 19 billion daily views worldwide, offer huge online platforms to video content producers but television is also entering the market.
Sky’s new TV service Sky Q includes an online video section, bringing together content from many digital creators, including Barcroft Media, Red Bull Media House and GoPro. And youth brand Vice recently announced that its first European linear TV channel, Viceland, would launch in September.
MCNs are big business, with the leaders among them like Vice, Maker Studios, Red Bull and Fullscreen proving adept at reaching young people, often reaching hundreds of millions of viewers globally.
Having traditionally built their audiences for online stars like PewDiePie and Zoella principally through YouTube, MCNs are increasingly branching out to find new audience on other platforms, including Facebook, as well as more traditional outlets like theatrical-release films and TV channels.
Cécile Frot-Coutaz, head of YouTube, EMEA, has urged broadcasters to form more partnerships with the Google-owned platform, which this summer was revealed to be the third most-watched video service in the UK after the BBC and ITV.
Speaking at the RTS Digital Convention, the former Fremantle CEO emphasised that her company had plenty of evidence to show that legacy platforms seeking young audiences would be smart to cement their ties with the video-sharing platform.
She joined YouTube in 2018 from global production giant Fremantle, where as CEO she oversaw international hits like the Idol franchise and X Factor.
“It’s very different to working in TV in a vast number of ways…YouTube speaks a different language…The first thing that hits you are the acronyms…
“What strikes most people when they come in from outside is how collaborative the culture is.
Jane Turton, CEO of All3Media, joins Cecile Frot-Coutaz, Head of YouTube, EMEA, in conversation as part of the RTS Digital Convention 2020.
Cecile and Jane discuss the differences in culture between tech companies and the more traditional production sector, the next generation of creatives, capturing audiences on tech platforms, and the challenges of keeping YouTube a safe space.
TikTok screen wipes
TikTok has allowed any of us to become social media famous, with the app showcasing new talent surfacing from viral trends that anyone can participate in.
One of the most popular trends is the #WipeItDown challenge, which shows users as their normal selves in a mirror before wiping the mirror down to reveal a surprising alternative image.
Stars such as Jason Derulo and Will Smith have had fun with the trend. The videos are set to the song Wipe It Down by BMW Kenny and Theelboy.
Navi Lamba, Digital Commission Exec for E4, commented: “It’s been so brilliant harnessing all the creativity the lockdown has inspired in our indie partners.
“We’ve commissioned across a number of genres and a mixture of animation and live action, hearing the stories of real people across the country and those of well-known faces in comedy, music and TV and all are tailored to work best for our young audiences.”
Trust isn’t scientific, it’s instinctive, it comes from the gut, not from the brain,” Martin Lewis told the Cambridge audience, and he should know. The founder of MoneySavingExpert.com, consumer business warrior and the man who sued Facebook and won is also the most trusted man in Britain, according to Google.
Video-sharing platform TikTok was the word on everyone’s lips leaving the second session, “Exploring Gen Z”. Many had not heard of the Chinese-owned social media sensation, but were keen to find out more in order to reach the elusive next generation of viewers. Many market researchers describe Generation Z as those born after 1997.
Defined by session chair Rob Chapman as the generation “for whom 9/11 wasn’t a coming of age event”, Gen Z were instead shaped by the recession of the last decade.