Maker Studios Showcase - MIPTV Digital Fronts 2014
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Full video of the talk available here: https://www.youtube.com/watch?v=qsGe5EBawwY Maker Studios, a next-generation media and technology company and the world's largest provider of online video content for millennials, presents an overview of its core capabilities—providing an inside look at the Maker DNA. Stampylonghead, Online gamer (https://www.youtube.com/user/stampylonghead ) Stampylonghead (also known as Joseph Garrett) is one of the biggest family-friendly gaming channels on YouTube. He is the UK's fastest growing online phenomenon known for his cheerful banter and sunny disposition. Stampy delights his massive audience by exploring the world of Minecraft and other games, attracting more than 150 million monthly views. Chester See, Actor, Musician, Singer-Songwriter, and Comedian (https://www.youtube.com/user/chestersee ) Chester See is an actor, musician, singer-songwriter, and comedian. His YouTube channel has garnered over 100 millions views and the hearts of thousands of girls (and boys). You've probably heard Chester's original song "God Damn You're Beautiful" on the radio, or maybe you're one of the 100,000 people who downloaded it to dance to! Host René Rechtman, President International, Maker Studios, USA
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Maker Studios Showcase - MIPTV Digital Fronts 2014
- 1. 1M A K E R S T U D I O S . C O M APRIL 2014
- 2. 2M A K E R S T U D I O S . C O M Nice Peter EpicLLOYD CONTENT CREATION, CONSUMPTION AND DISTRIBUTION ARE GOING THROUGH A SEISMIC SHIFT. 2 T H E L A N D S C A P E
- 3. 3M A K E R S T U D I O S . C O M ONLINE VIDEO ACCOUNTS FOR 50%+ OF ALL MOBILE TRAFFIC WE ARE IN A DIGITAL REVOLUTION 61 COUNTRIES POST CONTENT IN 61 LANGUAGES 2ND LARGEST Sources: Pixability; YouTube YOUTUBE IS THE SECOND LARGEST SEARCH ENGINE BEHIND GOOGLE 60 YEARS MORE CONTENT IS UPLOADED IN 60 DAYS THAN 3 MAJOR US NETWORKS GENERATED IN THE LAST 60 YEARS 100 HOURS OF VIDEO UPLOADED EVERY MINUTE ONLINE VIDEOS WILL ACCOUNT FOR OVER HALF OF GLOBAL INTERNET TRAFFIC BY 2016 17% OF ALL INTERNET TRAFFIC FLOWS THROUGH YOUTUBE SIXBILLION HOURS OF VIDEO WATCHED MONTHLY ONEBILLION UNIQUE USERS VISIT YOUTUBE PER MONTH T H E L A N D S C A P E
- 4. 4M A K E R S T U D I O S . C O M Annie Jaffrey *Source: Deloitte Development LLC PEOPLE 1/3 OF WORLD‟S POPULATION 2.5BPEOPLE 1/3 OF WORLD‟S POPULATION ESTIMATED TO CONTROL OVER $990B $ IN ANNUAL SPENDING POWER IN U.S. WHO’S WATCHING? THE MILLENNIAL GENERATION T H E L A N D S C A P E
- 5. 5M A K E R S T U D I O S . C O M - ON-DEMAND - MOBILE AS FIRST SCREEN - TV ONE OF MANY SCREENS GloZell Bart Baker PEOPLE 1/3 OF WORLD‟S POPULATION 30%LESS TV THAN 35-49 YEAR OLDS AND 50% LESS THAN 50-60 YEAR OLDS MILLENIALS WATCHMILLENIALS ARE DISTRACTED 47%MULTITASK ON MULTIPLE SCREENS *Source: BI Intelligence HOW DO THEY WATCH? EVERYWHERE T H E L A N D S C A P E
- 6. 6M A K E R S T U D I O S . C O M 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% TEEN NICK USA TBS SPIKE FX BRAVO E! COMEDY CENTRAL ADULT SWIM MTV MAKER *Source: Nielsen, November 2013; Reach and Frequency, 6Min Qualifier, Live+7 Data TOTAL DAY COMPOSITION CUMULATIVE % OF 18-34 YR. OLDS / MONTH WHAT ABOUT TV? MAKER PROGRAMMING REACHES MORE 18-34 YEAR OLDS THAN ITS BIGGEST COMPARISONS H O W M A K E R C O M P A R E S 6M A K E R S T U D I O S . C O M
- 7. 7M A K E R S T U D I O S . C O M 0 20 40 60 80 100 COST PER INCREMENTAL REACH POINT TV 8% THE COST OF TV Dodger YouTube *Source: Nielsen H O W M A K E R C O M P A R E S
- 8. 8M A K E R S T U D I O S . C O M Sam Macaroni 8 AWARENESS INTERACTION ENGAGEMENT ACCESSIBILITY VIEWS COMMENTS SHARES LIKES = M A K E R C A P A B I L I T I E S ENGAGE DIRECTLY WITH YOUR AUDIENCE
- 9. 9M A K E R S T U D I O S . C O M 280,000+ FACEBOOK LIKES 215,000+ TWITTER FOLLOWERS 1,450,000+ YOUTUBE SUBSCRIBERS 20,000,000+ VIEWS A MONTH 148,000+ INSTAGRAM FOLLOWERS MARIAH CAREY 910,000 YT SUBSCRIBERS DAFT PUNK 15,000,000 VIEWS/MONTH *Source: SocialBlade, 2014 T A L E N T F I R S T CHESTER SEE M A K E R S T U D I O S . C O M BLACK EYED PEAS 18,000,000 VIEWS/MONTH
- 10. 10M A K E R S T U D I O S . C O M B A A U E R ‟ S „ H A R L E M S H A K E ‟ #1 SINGLE ON BILLBOARD HOT 100 LIST FOR 5 WEEKS #1 SINGLE ON ITUNES AMERICA CHART #2 SINGLE ON ITUNES UK AND AUSTRALIA CHARTS OVER 1.2 BILLION VIEWS IN TWO MONTHS 10 E M B R A C E C R E AT I O N FANS NOW DEFINE SUCCESS…
- 11. 11M A K E R S T U D I O S . C O M _ “The only way to really connect with millennials is to encourage everyone who uses your products or services to share their opinions – then distribute this content far and wide.” – AdAge CONSUMER FAN HOBBYIST CREATOR E M B R A C E C R E AT I O N MEDIA IS A CONVERSATION
- 12. 12M A K E R S T U D I O S . C O M 12 AUDIO VIDEO ASSETS FANS & HOBBYISTS MASSIVE REACH E M B R A C E C R E AT I O N FANS & HOBBYIST THE NEW PUBLISHERS
- 13. 13M A K E R S T U D I O S . C O M *Source: Adweek, 2013 *Source: Real SEO 2013 *Octoly 2013 ORIGINAL VIDEO FAN VIDEO GoPro utilized the fan created Dubstep Baby for their 2013 Super-bowl spot. LEGO 99% CALL OF DUTY 95% GLEE 97% BARBIE 91% MOST BRANDS 90% E M B R A C E C R E AT I O N CELEBRATE FANDOM
- 14. 14M A K E R S T U D I O S . C O M G A M E O F T H R O N E S Bad Lip Reading re-invented Game of Thrones as “Medieval Land Fun-Time World” generating 4x more traffic than the highly anticipated Season 4 trailer. VS. 10 MILLION+ VIEWS UGC CONTENT 2 MILLION+ VIEWS OFFICIAL CONTENT E M B R A C E C R E AT I O N FAN REMIXES
- 15. 15M A K E R S T U D I O S . C O M 5.5 BILLION+ 380 MILLION+ 80% 40% 60% M O N T H L Y V I D E O V I E W S O F V I E W E R S A R E O N M O B I L E S U B S C R I B E R S O F V I E W E R S A R E 1 3 - 3 4 15 I N T E R N A T I O N A L V I E W E R S H I P M A K E R S T U D I O S . C O M Timothy DeLaGhetto Ed Bassmaster M A K E R C A P A B I L I T I E S INFLUENCING CULTURE AT SCALE
- 16. 16M A K E R S T U D I O S . C O M Asia Pacific, 680,0 00,000 LATAM, 720,0 00,000 EMEA, 2,200, 000,000 North America, 1,9 00,000 Source: Internal Data Camila Coelho N E T W O R K GLOBAL AUDIENCE
- 17. 17M A K E R S T U D I O S . C O M 112,000+ FACEBOOK LIKES 92,000+ TWITTER FOLLOWERS 2,200,000+ YOUTUBE SUBSCRIBERS 160,000,000+ VIEWS A MONTH THE ELLEN SHOW 114,000,000 VIEWS/MONTH TOP GEAR 20,000,000 VIEWS/MONTH LADYGAGA 67,000,000 VIEWS/MONTH *Source: Social Blade, 2014 T A L E N T F I R S T STAMPYLONGHEAD
- 18. 18M A K E R S T U D I O S . C O M Timothy DeLaGhetto Ed Bassmaster Steve Greene THE FUTURE OF ENTERTAINMENT IS HERE.
Editor's Notes
- Millennials live a social and on-demand life. What they watch, how they watch and what they do while watching represent a generational chasm. 50% of all mobile traffic is online video already, accounting for more than 1bn views daily.More than half of the audience multitasks on multiple screens and TV is only one of them. Millenials watch 30% less television than 35-49 year olds and 50% less than 50-60 year olds. That is a big behavioural shift.
- One of the simple reasons behind the commercial model is that online incremental reach is delivered at 8% the cost of tv spend. Much more cost efficient,especially among light TV viewers
- We are a talent first company and I’d like to introduce you to someone else who’ll be with us today on the stage, Chester See.Chester See is an actor, musician, singer-songwriter, and comedian with a face and voice of an angel and the magic skills of Chris Angel. Chester is the pop idol for young generation, like we used to watch MTV and Madonna, the Millenials watch Chester.In addition to huge followership on multiple platform, he has also sold 100,000s of songs on iTunes. Mariah Carey in subscribers and bigger than Daft Punk in terms of monthly views.Let’s see what Chester channel is all about.
- Fans now define success.It’s not just enough to have your brand speaking to the audience. We need to embrace creation, creativity and creators in order to be successful.
- Because media is a conversation.Nowadays consumers very quickly become fans, who become hobbyists and ultimately creators.
- So fans and hobbyists are the new publishers, together we can create a massive reach.
- So, let’s celebrate fandom.For example most of the brands online, only up to 10% of the videos out there are created by themselves, more than 90% by their fans.It’s already out there and it can not be ignored. Let’s embrace it.
- To illustrate that, for example Game of Thrones original video delivered 4x less views than a user generated fan video, from bad lip dub, providing much wider reach and scale.
- In Maker, talent and fandom are part of our DNA and we do that at scale.80% of our viewers are Millenials and we do our best to help them grow and maximize the opportunities with the authentic content their creating.
- And it’s not just US, we’re growing even quicker outside the US, nearly 70% of our audience is international.For example Camila (on the picture on the right) is the no 1 beauty channel in Brazil.
- To finish off, I’d like to introduce you to Joseph Garrett and his channel Stampy Longhead.Stampylonghead has been tearing up the charts as one of the biggest family-friendly gaming channels on YouTube. Known for his cheerful banter and disposition, Stampy delights his massive audience by exploring the world of Minecraft and other games. He's a filmmaker at heart, and started doing gaming videos for fun, which a lot of boys and girls can not live without. Has grown over 100 fold in a year from 1.5M Monthly views to 160 M monthly views, which makes Stampy bigger than Top Gear, The Ellen Show, Lady GagaYT channel in monthly views.Let’s see what Stampy is going in his videos.