THE ONLINE VIDEO LANDSCAPE-

SHAKING UP THE DIGITAL VALUE CHAIN

PLATFORM ECOSYSTEM

The media landscape is driven by new platforms - from online video players like YouTube, Dailymotion, and Vimeo to multi-channel networks, social media, and talent agencies like UTA. Brands need to pursue engagement.

TALENT STRATEGY

The platform ecosystem is generating new talents across YouTube, Vine, Instagram, Facebook, and Snapchat. Brand interaction with talent is limited to one-offs - a structured serialized approach is the future.

The media and entertainment industry is

increasingly going direct-to-consumer.

Over-the-top players like Netflix, and

Amazon challenge traditional studios.

The streaming platform has become a

go-to solution for everyone, as has the

use of big data. Technology companies

offer new user interface solutions to

channel the growing surplus of content.

THE VALUE OF CROSS-PLATFORM STRATEGY

The media landscape is increasingly marked by the ongoing fragmentation of established delivery channels Studios, television networks, tech giants, music providers, and social startups stream content directly to consumers

As content spreads across multiple destinations, consumers look for new ways to search and engage - navigation is key

THE SHIFTING MEDIA LANDSCAPE

YouTube has built a massive media empire with over 1B monthly active users and billions of views across MCNsThe number of video-sharing is growing rapidly - YouTube no longer has a sole monopoly on the marketplace

Social media players are aggressively entering the streaming game to rule with significant audience scale

BEYOND THE YOUTUBE MODEL

Facebook registers over 8B daily video views - it has built a closed, locked media ecosystem for its scaling video initiativeFacebook ramped up its video efforts through a native player, video ad tech, algorithmic distribution, and new UX DesignFacebook is using its social network logic to drive video navigation and discoverability for its user base beyond YouTube

THE RISE OF FACEBOOK VIDEO

Twitter has moved beyond the 6-second short-form video platform Vine with its native player model of 20-second videosTwitter’s video strategy is designed to increase advertising revenue and promote the role of influencers on the platform

Twitter’s micro-blogging orientation is likely to shift focus on video as a way to grow its media audience

TWITTER SHIFTS TO VIDEO

The MCN model has become challenged as short-form content has moved to other platforms - influencers lead the wayTalent is going cross-platform in order to scale their monetization value - YouTube is no longer the only game in town

Multi-platform networks (MPNs) are the new norm - their diverse focus offers more value for media agencies and brands

FROM MCN TO MPN

ONLINE VIDEO LANDSCAPE

MCN MODEL

Multi-channel networks have become acquisition targets for established media companies - the YouTube business is declining

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SOCIAL VIDEO

Social video is the new market driver - social media users benefit from advanced navigation and recommendation capabilities

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OTT PLAYERS

The OTT landscape is growing exponentially - Netflix continues to expand globally while new niche services leverage new audiences

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MPN STRATEGY

Multi-platform networks are MCNs 2.0 - the fragmentation of the media landscape requires new monetization models to stay afloat

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