You Tube’s Content Strategy
YouTube is definitely a household name to most people all over the world. Gaining critical acclaim as the ultimate video platform for all, YouTube is one of the most visited websites on the internet on a daily basis. However, it has not acquired the same status as that of cable television. Recent trends have threatened such assumptions after YouTube decided to launch a new content strategy. As expected, many in Hollywood would dismiss such a move, although recent trends show that they have more to fear than earlier anticipated. This new and obviously risky strategy is all about original content from creative channel owners. Furthermore, these channels are placed in different categories and the content creator is more visible than before. It is this new YouTube content strategy that might prove as the downfall of cable television, since more people are already using the internet, and it is a great channel for advertisers to reach their target markets easily.
As a start, YouTube offered $100 million to the content creators willing to work with the company (Kennedy, 2012). This is not much compared to Hollywood figures, which are astronomical. In fact, YouTube has initiated talks with major producers in Hollywood by funding their projects with $2-$5 million (2012). Whenever a content creator acquires a channel, it is up to them to maintain the support of the viewers. This is therefore a great opportunity for companies to advertise their products and services as these channels reach out to many people. It is imperative to point out that the majority of the content viewed on YouTube is music and pop culture affiliated views (Learmoth, 2011). Therefore, this is definitely a great opportunity for those involved in these markets.
Many skeptics have engaged in the discussion on how this can overthrow the already stable cable TV industry. The majority of YouTube users are of a younger generation. They are likely to continue with the same trends in the future, and thus if the quality of YouTube improves, it is likely that they will shun traditional media (Humphrey, 2011). Secondly, YouTube is set to become a one-stop area for all kinds of users. A user only has to subscribe to various channels and watch wherever they are regardless of the device (2011). Furthermore, companies can use their channels to update their customers and target market on the progress of their operations (2011). This communication is simple and straightforward and likely to succeed as compared to cable TV, where there is not such open interaction.
All in all, the content strategy promises an improvement in quality for the YouTube users. The funding focuses on interesting and successful channels, and it is likely that the major content creators will choose such an opportunity. Premium channels attract their users by improving on content all the time (Learmoth, 2011). Unlike traditional TV, where the viewer does not control what they want to watch, here they just have to subscribe to their favorite channels. The personalization of these channels is also worthy of note since the content creator is close to the viewer and thus can communicate easily. With this turn of events, it might not be long before traditional Hollywood crumbles, but that is assuming they do not take up content strategy as well.
Humphrey, Michael. (2011). YouTube Channels: The Delicate Shift from Social to Mass Media. Forbes Magazine. Retrieved from http://www.forbes.com/sites/michaelhumphrey/2011/10/31/youtube-channels-the- delicate-shift-from-social-to-mass-media/
Kennedy, Jill. (2012). YouTube’s Original Content Strategy Is Working. OnMedea. Retrieved from http://adage.com/article/digital/youtube-s-premium-content-strategy-starts-shape/149373/
Learmoth, Michael. (2011). YouTube’s Premium-Content Strategy Starts to Take Shape. AdAge Digital. Retrieved from http://adage.com/article/digital/youtube-s-premium-content-strategy- starts-shape/149373/