VidCon is an annual multi-genre and multi-platform video conference for creators, fans and industry players.

1. VidCon 2017
Executive Summary

2. VidCon is an annual multi-genre
and multi-platform video conference for
creators, fans, and industry players

3. HISTORY OF VIDCON
then 2010 now 2017
Attendance 1,400
Hyatt Regency Century Plaza
1 Main Stage – Panels, Presentations, Concerts
Attendance 26,000
Anaheim Convention Center
3 floors – Community, Creator, Industry
+ VidCon Europe, VidCon Australia

4. The 8th Annual VidCon
has seen changes from
previous years across a
few different areas that
are relevant to Viacom.
PLATFORMS
FORMATS
SPONSOR INTERESTS
INDUSTRY THEMES
COMMUNITY VALUES
CREATORS

5. PLATFORMS
While YouTube has always dominated the VidCon landscape, this
year we saw increasing emphasis on other platforms, with each
emerging video platform angling toward longer watch times to
keep users on their platforms.
OTT
Sourc e: Gavin McGarry’s presentation: “ Hac king the Algorithm – Inside Fac ebook’ssecret Promotional Code”
Average Daily Time Spent on Social

6. PLATFORMS
With new features and new strategies, Facebook, Instagram,
Musical.ly and several OTT services asserted themselves as
rising players in the video space.
OTT
OTT
6
FACEBOOK
INSTAGRAM
MUSICAL.LY
Launched
Snapchat-like
camera
Emphasizing live
Investing in
premium original
content ($250k+ per
episode)
Growing into premium
content opportunities
in app
Obtained large and
young audience
Platform stars
transitioning towards
premium content
opportunities
Emergent class of OTT with
Playstation Vue, Apple, &
NBC News; Strategies still
not fully crystallized
YouTube Red leaning into
traditional celebrities
Platforms with
weak/underdeveloped
strategies are closing or
struggling: Seeso, Vessel,
Watchable, Go90
OTT
Successful launch of
Instagram Stories
Emphasizing live
Growing influencer
generator + reaching
out to influencer
community

7. Platforms
PREMIUM
CONTENT
FORMATS
HYPER-TRENDING
TOPICS
This year it’s clear that creators and consumers are more sophisticated
than ever, and platforms are working with them to
drive toward new features and formats such as:
LIVE
GEN-Z CHANNELS ARE
USING SEARCH TERM
TRENDS AND CULTURAL
FADS TO GAME
ALGORITHMS & GROW
AUDIENCES QUICKLY
(E.G. FIDGET SPINNERS,
GUMMY CHALLENGES, ETC.)
NOW ON ALMOST EVERY
PLATFORM
NEW LIVE FEATURES FOCUS
ON MONETIZATION
THROUGH VOLUNTARY
CROWD-FUNDING
FEATURES
FACEBOOK, SNAPCHAT, AND
MUSICAL.LY (IN ADDITION TO
YOUTUBE RED) ARE
EXPRESSING INTEREST IN
AND COMITTING CAPITAL TO
PREMIUM, ORIGINALS

8. SPONSOR INTERESTS
Some brands are now VidCon veterans (having sponsored
multiple conventions and taken meetings each year with talent)
…while others are just showing up for the first time (as sponsors,
or advertiser guests of Google).
ESTABLISHEDBRANDSATVIDCON
NEWBRANDSTOVIDCONs

9. SPONSOR INTERESTS
Smart sponsors have shifted to
providing experiences to
create and share content, not
swag.

10. Platforms
INDUSTRY THEMES
On industry and creator tracks there were two main themes this
year: data-driven decisions and legitimacy as an industry.
Stronger than ever drive to understand algorithms and analytics.
Creators and brands don’t want to be caught off guard by changes
Significant uptick in media coverage for VidCon
from previous years

11. Platforms
COMMUNITY VALUES
Diversity has always been a community value on display at
VidCon and this year was no exception.
Activism is emerging as a new focus of interest.
Representation

12. CREATORS
Baby Ariel
Kristen Hancher
Loren Gray
Jayden and Gilmher Croes
Jake and Logan Paul
Lele Pons
Liza Koshy
David Dobrick
Rhett and Link
Everyone at
Buzzfeed
Collins Key
The Merrill Twins
(to be fair, any
set of twins might
do)
Ross Smith (comedy)
Laura Clery (comedy)
Tonio Skits (comedy)
Nas Daily (inspiration)
Everyone at Buzzfeed
Facebook YouTube Instagram Musical.ly
Gigi Gorgeous
Lily Singh
Miranda Sings
In previous years top talent ranged from viral video stars, to hobbyists accidentally turning
pro. This year we saw a generation of YouTubers who grew up watching professional
YouTubers rise the ranks to top talent. Many are capitalizing on creating content around
hyper-trending topics to supercharge growth. Here’s a look at some of this year’s top
creators:

13. 1
Consider more content that is mid-length VOD, as well as
livestreaming. Commit to a year-round strategy that engages
audiences (a mainstay of almost every successful creator).
Consider expanding video capabilities with an
emphasis on Facebook and Instagram, given these
platforms are investing in more video content.
While there’s still a wide range of brand understanding
about digital platforms. Smart brands are providing
content opportunities and unique experiences to
creators, understanding that these opportunities garner
organic loyalty.
KEY TAKEAWAYS
Platforms
Formats
Sponsor
Interests

14. Work with talent that is in a state of growth and
has a hunger for success. Tastes can change
quickly.
Digital platforms cater to niche audiences. Consider
whether your content should be aligned with a specific
audience category and understand that those
special audiences are often the most highly
engaged.
Work interdepartmentally so that every team
that touches content understands how their
roles are impacted by algorithms. In many
cases, Viacom brands will be competing with
growth-minded creators for attention on the
platform.
Industry themes
Creators
Community
Values
KEY TAKEAWAYS

15. Thank You

16. APPENDIX

17. VIDCON PRESS
VIDCON 2017 - RECAP
Article Author Publication Link Perspective
Top 3 Takeaways from #VidCon 2017
Industry Track
Greg
Jarboe
Tubular Insights
http://tubularinsights.com/top-three-
takeaways-vidcon-2017-industry-track
YouTube is still the
biggest game in town.
VidCon 2017: Facebook Boosts Profile at
Event YouTube Has Long Dominated
Todd
Spangler
Variety
http://variety.com/2017/digital/news/vidcon-
2017-facebook-youtube-creators-1202468770/
Will this year be the
year for Facebook?
YouTube Unveiled YouTube Studio (Beta)
at VidCon
David
Cohen
AdWeek
http://www.adweek.com/digital/youtube-
vidcon-creators-2/
Continuing to make
tools better
YouTube CEO announces new mobile, VR
features at VidCon
Ethan
Varian
Los Angeles
Times
http://www.latimes.com/business/hollywood/l
a-fi-ct-vid-con-20170622-story.html
Continuing to make
tools better
Why Skipping Cannes in Favor of VidCon
Is the Right Decision for Marketers
Joshua
Lowcock
AdWeek
http://www.adweek.com/creativity/why-
skipping-cannes-in-favor-of-vidcon-is-the-right-
decision-for-marketers/
VidCon is the future of
entertainment and
marketing.
Amid VidCon’s Tween Fan Hordes, Signs
Of A Business Growing Up
David Bloom Tubefilter
http://www.tubefilter.com/2017/06/27/insights-
vidcon-tween-fans-business-growing-up/
Cultural legitimacy is
here. Advertisers who are
smart are here too.
VidCon 2017 - The Year of Change
Phil
Ranta
LinkedIn
https://www.linkedin.com/pulse/vidcon-2017-
year-change-phil-ranta
The platform wars are
here and creators aren’t
who they used to be.

18. TOP 5 PROGRAMMED EVENTS AT VIDCON
VIDCON 2017 - RECAP
• Hacking the Facebook Algorithm: Inside Facebook's Secret Promotional Code Presentation by Gavin McGarry
(https://docs.google.com/presentation/d/1HHBfsEzr4aVfhO8NOJ1fBasNkBrdm_pfKJBeW6AwAPo/edit?usp=sharing)
• Sustainability in Digital: How To Build A Programming Strategy That Won’t Burn You Out By Matthew Patrick
(https://drive.google.com/file/d/0B-8pNWjMIOKsQVNSd2lyTWViVTQ/view?usp=sharing)
• Social Video Secrets from BuzzFeed's Experts Presentation by Buzzfeed, uploaded as UGC
(https://www.youtube.com/watch?v=BbzrpZjiUQw)
• A Night of Community (Playlist) By VidCon/YouTube (https://www.youtube.com/playlist?list=PLUbcPduSRB2xiMQa8ynR-
ywKQn6GMt7_p)
• YouTube OnStage (Playlist) By VidCon/YouTube
(https://www.youtube.com/playlist?list=PLUbcPduSRB2yUeeudyeTREOR1WEGz_ofr)