From streaming video delivery to the video production free-for-all, from empowered consumers to the leverage of authentic connections that only video makes possible, this video is about the major trends in online video and social media that are literally changing everything in our media landscape. Originally presented by Jon Leland at the Commonwealth Club of California in San Francisco and including insights on how to view these rapid and accelerating changes, Commonwealth Club host Gerald Harris said, "Great job! Jon, I want to personally thank you for a brilliant, engaging and thoroughly informative presentation at the Commonwealth Club of California."

1. THE FUTURE OF VIDEO
& SOCIAL MEDIA
Jon Leland, ComBridges.com

2. N E W M E D I A & M E
70’s: Narrowcast Radio Network
80’s: Cable TV Pioneer
90’s: Digital Video Evangelist,
Vision of the Future Videos
00’s: Website Design &
Online Marketing Strategist
10’s: Humanistic Marketing
Mentor, Author, Educator
C E L E B R AT I N G 3 0 Y E A R S O F M Y O W N C R E AT I V E S E R V I C E S C O M PA N I E S :
“ S PA N N I N G T H E G R A N D C A N Y O N G A P B E T W E E N P E O P L E & T E C H N O L O G Y ”

5. THINKING ABOUT NEW MEDIA
➤ “It’s hard to think about how
things are changing when
things are changing this fast.”
➤ My “A+B” Theory of
media evolution.
➤ The changes are
ever-accelerating.
➤ The “toothpaste” never goes
back in the “tube.”

7. THE DIFFERENCE OF A DECADE
➤ Facebook & Twitter both
launched in 2006
➤ YouTube launched in late 2005
➤ iPhone launched in 2007
➤ iPad launched in 2010

8. TRADITIONAL TV ENGAGEMENT IS DECLINING AMONG MOST AGE GROUPS

9. THE FUTURE OF VIDEO & SOCIAL MEDIA: 4 MAJOR TRENDS
➤ Streaming Delivery
(decline of Cable, DVDs, etc.)
➤ A Production Free-for-All
(obsolescence of the Network/Studio oligopoly)
➤ Empowered Consumers
(in the face of the challenges of change & choices)
➤ The Leverage of Authentic Connections
(vs “Old Marketing’s” pushy, manipulative selling)

10. 1. THE FUTURE OF VIDEO
IS STREAMING DELIVERY
Cloud-based. On-Demand.
What You Want, When You Want It. Decline in Cable, DVDs, etc.

11. FOLLOW THE AUDIO
➤ Moving beyond local file
management & CD’s
Tapes > CD’s > iTunes Singles >
Cloud-based Streaming
(Spotify, Apple Music, Pandora &
Podcasts)
➤ Cord-cutting has just begun:
➤ Netflix
➤ Amazon Prime
➤ Hulu (no ads option)
➤ iTunes / Apple TV
➤ YouTube
➤ Social Media

12. STREAMING TSUNAMI: NETFLIX
➤ Launched in 1999.
➤ By 2010, within months, shifted
from fastest-growing customer
of the USPS First Class to the
biggest source of evening
Internet traffic in North
America.
➤ November, 2010, began offering
a standalone streaming service
separate from DVD rentals.
➤ Now, 65 million subscribers in
50 countries, consuming 2
billion hours/month.

13. STREAMING TSUNAMI: YOUTUBE
➤ #2 search engine & #2 “social
network"
➤ Over one billion users
➤ 80% of views from outside the
U.S.
➤ Local versions in 70 countries.
➤ Navigation in 76 different
languages.
➤ More than one half of YouTube
views are via mobile devices.
➤ Mobile watch time up 100% year/
year. Desktop watch time 60% y/y.

14. STREAMING TSUNAMI: SOCIAL
➤ Facebook
➤ 4 billion video views/day
➤ Snapchat
➤ More than 60% of U.S. 13-34
year-old smartphone users
are Snapchatters
➤ The “I’ll never use
Facebook” experience
➤ New digital video experiences
being delivered by major media
companies & individuals

16. 2. THE FUTURE OF VIDEO
IS A PRODUCTION FREE-FOR-ALL
Anything goes from 3D to GoPro to Smartphones.
Decline of studios’ and networks’ oligopoly.

17. REMAKING THE ECO-SYSTEM
➤ Netflix
➤ 320 hours of original content in
2015
➤ In only two years:
➤ 45 Emmy Nominations
➤ 2 Oscar Nominations
➤ 10 Golden Globe Nominations
➤ YouTube
➤ YouTube Space production facilities
in LA, NY, London, Tokyo,
Sao Paulo & Berlin

18. REMAKING THE ECO-SYSTEM
➤ Channels are now Apps:
HBO > HBO GO > HBO NOW
➤ New Kinds of Original
Production (examples):
➤ Netflix
➤ Amazon
➤ YouTube Space
➤ User-Generated Content

19. NEW FORMS OF FINANCING
➤ 1,000 True Fans
(Source: Kevin Kelly, kk.org)
➤ Sharing Economy
(a la Uber, Airbnb)
➤ Kickstarter & Indiegogo
➤ Patreon:
➤ Amanda Palmer now gets
$37K per “thing”
➤ Similarity to
Book Publishing including
Self-Publishing

21. 3. THE FUTURE OF VIDEO
IS EMPOWERED CONSUMERS
The challenges of choices and new forms of participation.

22. CONSUMER SUPER-POWERS
➤ The Story of “The Martian”
➤ The Power of Peer Reviews
➤ amazon.com
➤ Netflix
➤ Rotten Tomatoes/Flixster
➤ New “Influencers"
➤ Some of us are no longer
“Amusing Ourselves to Death”
➤ “If you don’t like the news, go
out and make some of your
own.” — Scoop Nisker

23. 4. THE FUTURE OF VIDEO IS THE
LEVERAGE OF AUTHENTIC CONNECTIONS
More humanity in media & marketing.

24. Peter Steiner, The New Yorker, 1993

25. WHY AUTHENTICITY?
➤ Progressing from text to
images to VIDEO
➤ Real People,
Real Connections:
➤ Periscope
➤ Blab.im
➤ Relationship-Building
➤ “The Power of Vulnerability”
— Brené Brown
➤ Humanistic Marketing
X

26. “
"Advertisers are so fixated on
blasting through the noise and
publishers are so desperate to
monetize that they haven’t
noticed just how bad this whole
experience has become for the
people who matter most —
their audiences."
- Jay Lauf, “It’s the Empathy, Stupid:
How to begin fixing online advertising”
(Medium)

27. source: thinkbonfire.com

28. R E L AT I O N S H I P S & A U T H E N T I C C O N N E C T I O N S
TA K E T I M E & A R E A P R O C E S S / J O U R N E Y.

29. WHO AM I NOW?
➤ As a Producer?
➤ As a Consumer?
➤ As a Business Owner?
➤ As a Citizen/Netizen?

30. WHAT MATTERS NOW?
➤ Real Value
➤ Authentic Connections
➤ The Freedom (or Commitment)
to Experiment & Play

31. THE FUTURE OF VIDEO & SOCIAL MEDIA: 4 MAJOR TRENDS
➤ Streaming Delivery
(decline of Cable, DVDs, etc.)
➤ A Production Free-for-All
(obsolescence of the Network/Studio oligopoly)
➤ Empowered Consumers
(in the face of the challenges of change & choices)
➤ The Leverage of Authentic Connections
(vs “Old Marketing’s” pushy, manipulative selling)

32. THANK YOU!
Jon Leland, ComBridges.com