Posts Tagged ‘youtube’

Attention Scarcity in Numbers

Wednesday, 3 December 2008

Fred Wilson posted some stats about YouTube and it inspired me to back up the principle that attention is relatively scarce and content relatively abundant (he also talks about this too), it is interesting to use these stats to work out the average ratio of Available Video : Attention.

On YouTube (US numbers only)
Total Attention
80 Million Uniques x 54.7 Average Views x 2.9 Average Mins Viewed ~ 12.6 Billion minutes / Month

Total Available Video
780 Minutes Uploaded Every Minute x 60 x 24 x 30 x 23.3% (US % of worldwide) ~ 7.8 Million minutes / Month

Video : Attention ratio ~ 1 minute : 1616 minutes

So for every minute produced, it is viewed for 1616 minutes.  I didn’t even factor in what is already on the site, this is assuming all attention in one month goes to what is uploaded in the same period of time.

On Traditional TV (US only)
Total Attention
300 million people x 275 Average Viewing minutes per day x 30 days = 2.5 Trillion minutes / Month

Total Available Video
104.2 Channels available on average * 44 minutes broadcast every hour * 24 x 30 days = 3.3 Million minutes / Month

Video : Attention ratio = 1 minute : 750,000 minutes

Content availability is exploding and attention is decreasing.

Attention really is relatively scarce.

Source notes:
These numbers also don’t consider an individuals total viewing minutes across other sites, not just YouTube, but average viewing should increase in line with increases in video availability.

YouTube – Average Videos / Viewer – 54.7
YouTube – Average Minutes Viewed per Video – 2.9 minutes
http://www.comscore.com/press/release.asp?press=2444 (Numbers from Google Sites Sept 2008)

YouTube – Content Uploaded – 13 hours uploaded every minute
http://googleblog.blogspot.com/2008/09/future-of-online-video.html (YouTube Sept 2008)

TV – Average Viewing Per Day – 275 minutes per individual
http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.55dc65b4a7d5adff3f65936147a062a0/?vgnextoid=4156527aacccd010VgnVCM100000ac0a260aRCRD

TV – Average Number of Channels Available – 104.2 Channels available on average
http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.55dc65b4a7d5adff3f65936147a062a0/?vgnextoid=48839bc66a961110VgnVCM100000ac0a260aRCRD (2006 numbers)

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New Marketing Architectures

Monday, 29 September 2008

Cory Doctorow presents a good discussion on storytelling (in Cinema and TV) and why it is formed and shaped the way it is (30 minute programs / 8 mins of ads).

I don’t know the detailed of history of how we struck up or evolved to this formula, but it is clear that the technology and economic models would have influenced this form.

With the Internet, do the options of storytelling change? Does the architecture change (check out Henry Jenkins‘ research of the architecture of storytelling)?

Of course storytelling changes. Cory points out 10 secs – 10 mins on YouTube clearly works, and no doubt the options for interactive formats and the direct and immediate influence of a community of viewers (or participants) can completey blow up the number of options available.

But, does the economic and technology architecture of advertising (and all marketing in fact) need to change in line with the storytelling? Ad formats, 8 mins of 30 second spots every 30 mins is the norm. Display ads on the internet are the norm. Does a non-inert platform like the internet blow up the number of options for advertising. Of course it does. Do the economics change when you have 100,000 people deeply interacting with your show vs 1,000,000 just watching? Of course it does.

So why on every video site out there, are we sticking with a fusion of the same 30 second spots and internet display advertising? Even shorter versions of spot ads running at 5 or 15 seconds are basically the same thing.

Although current broadcast formats show good CPMs, with sites like Hulu only showing 2 mins of ads every 30, the mistake producers and publishers are making is relying on previous marketing architectures. The model of distribution and thus the economics of internet video are not the same as broadcast TV. Relying on previous TV or Internet ad formats for new show formats is risky.

As the supply of video continues to explode (just adding YouTube increases Worldwide Video programming output by 1.4x)

Video Programming Output

Video Programming Output

we need to address the architecture of marketing to ensure we effectively and efficiently generate revenue from each viewer and participant.