Open video platforms such as YouTube are becoming an increasingly popular element in the contemporary media landscape. Just how significant is this growing trend for traditional producers and broadcasters of media content?
Content producers and TV broadcasters will have to incorporate video platforms into their strategic thinking.
Open online video platforms have developed to such an extent in terms of content, viewership and commercial applications that film and video content producers as well as TV broadcasters will have to incorporate that format into their strategic thinking and assess its long-term potential impact on their business.
In this article we explore the trends in open online video platforms and the strategic agenda for the media and advertising industries, based on analyses of data from various external and publicly available sources, including non-proprietary YouTube data on 19 'entertainment' genres as well as interviews with key broadcasters and production companies.