The Economics Of Going Viral – Infographic

Until recently viral YouTube videos were one-time flukes.

Now an entire industry surrounds YouTube stars:
– Managers, PR programs, award shows, and content networks

economics

Source: MasterInMarketing

YouTube Space is a 41,000 sq. foot production space in L.A.

– Green rooms
– Dance studios
– Indoor and outdoor theaters
– 1,500-6,000 sq. foot production space

YouTube Spaces have opened up in Tokyo and London as well

– Seem over the top? Think again.
– 4 billion= number of hours of YouTube watched per month
– 60 million= number of monthly viewers on uStream
– 16.8 million= number of total viewers for one uStream video in 24 hours.
– 200 petabytes= the size of video files played on Vimeo in 2012
– – That’s 214,748,364,800 megabytes.
– – In contrast:
– – 15 petabytes of data are generated by the Large Hadron Collider every year
– – More than 100 petabytes in physical memory are needed to keep Facebook running.

Self-expression is great, but who’s really pushing the content?

Advertising

– Purchase consideration/intent increases 14.3% by the third viewing of an advertisement on a top tier video hosting site.
– Spending on online marketing campaigns were up 21.7% from 2011-2012
– For television over the same time period spending was up a mere 4.5%
– 98.1% of affluent Americans use the internet for an average of 30 hours a week
– Affluent Americans aged 18-29 spend more than 40 hours online.
– If media consumers are spending the equivalent of a full time job’s worth of time per week, imagine how hard content producers work.
– 6% growth of internet users every year.
– The average age of an internet user is rising in tandem with the average age of Americans.
– Average age of Americans: 32

Fame

– Top ten YouTube channels [channel name-subscribers-subscribers per 24 hrs] – Smosh-9054709-31,528
– RayWilliamJohnson-8296377-16,002
– JennaMarbles-8233318-21,307
– Nigahiga-7818967-27,032
– RihannaVevo-7574717-18,933
– Machinima-7152893-13,648
– PewDiePie-6623944-43184
– OneDirectionVevo-5912875-20,795
– HolaSoyGerman-5736337-48,277
– FreddieW-5228573–8961

From quirky gamers to preteen advice to low brow humor, whatever you’re into, chances are someone’s producing content, and someone’s advertising on it.

Getting Paid

$346,827.12 = what TubeMogul, a video ad buying platform company in California estimates that JennaMarbles, the third most popular channel on YouTube earned last year from advertising revenue.
– That number doesn’t include endorsements.
– JennaMarbles films her videos from home with the same low-fi camera she started with.

Community

– “Video Responses” stimulate discussion and provide humorous spin offs of extant videos.
– 50,000+ = number of messages JennaMarbles receives a month
– Future channel posts are often dictated by polls of what viewers want to see next.
– Active social networking campaigns connect channels, corporations and the audience in ever evolving and entertaining ways.

Of National Importance

– 7,000 hours of news related footage uploaded to YouTube Daily
– 13 million views on the weather channels live feed of Superstorm Sandy
– YouTube uploads tagged #Obama or #Romney were watched a total of 2.7 billion times during the 2012 campaign.
– Debates streamed in over 200 countries.
– That’s 3x the views for “Gangnam Style”
– Real time buying of ad space allows campaigns to target demographics at a moment’s notice.
– Romney’s “binders full of women” quote was immediately targeted by Obama ads on YouTube.
– Online demographic tracking allows for hyper-customized messages targeting individual zip codes, genders, ages, and interest groups.
– Theoretically, campaigns could place ads on their own content, recouping some of their advertising costs.

Protected Interests

– Up to a third of YouTube’s videos are copyrighted material posted without the owner’s consent.
– ContentID screens newly posted content to discover copyrighted material.
– Scans over 100 years of content every year.
– Most owners choose to leave the content up, however,
– As YouTube shares the ad revenue with the owner of the material.
– Only 14% of YouTube videos need to be viewed for YouTube to turn a profit from ad revenue (in 2010).
– In 2011, YouTube had more than 1 trillion views.
– That’s 140 views for every person on Earth.

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