The Amazing Rise of Online Video

The image “https://i1.wp.com/youtube.com/img/pic_youtubelogo_123x63.gif” cannot be displayed, because it contains errors.

We can look back on the Live8 concerts as a kind of watershed for online video. They took place in mid-2005. In a little over a year online video is now a major phenomenon, displacing television for increasing numbers of people. And it’s only picking up momentum.

I just spent an hour lost in YouTube, watching everything from Coldplay to Steve Jobs original iPod keynote to a Dutch TV interview with rising YouTube webcam signing sensation Esmee Denters. (This woman will become a recording star off her webcam appearances, which is amazing in itself.)

This is TV for the short-attention span generation.

The power of online video and YouTube in particular will force more and more “on-demand” style programming on conventional TV. Indeed, in a relatively short period of time most of the distinctions between TV and YouTube will disappear. There are now several ways to get Internet content/video into the living room (most recently SofaTube).

These efforts will accelarate from cable providers in an effort to keep audiences from fleeing conventional TV. And where the audiences go, so do the advertising dollars.

CPG manufacturers spend less than 1% of their ad budgets online. Very soon they’ll wake up to the reality of consumer behavior and larger portions of those dollars will find their way online and onto YouTube (and other video sites). Three years from now the $1.65 billion that Google paid for YouTube will probably look like a deal.

Did I say deal? I meant steal.

___

Here’s a YouTube press release re a New Year’s promotion (sponsored by Chevrolet). This is the type of brand advertising deal that would have been very difficult for Google to obtain in the absence of YouTube.

One Response to “The Amazing Rise of Online Video”

  1. howardowens.com: media blog » Blog Archive » Greg Sterling has drank the Kool-Aid Says:

    […] Greg Sterling: I just spent an hour lost in YouTube, watching everything from Coldplay to Steve Jobs original iPod keynote to a Dutch TV interview with rising YouTube webcam signing sensation Esmee Denters. (This woman will become a recording star off her webcam appearances, which is amazing in itself.) […]

Comments are closed.


%d bloggers like this: