Posts Tagged ‘internet’
The numbers for online video consumption in the U.S. came out from comScore (basically, the internet-video version of Nielsen, but site-specific). I found out about it through Marc Hustvedt’s great online video resource, tubefilter.tv.
Two key takeaways:
- 6.3 BILLION viewing sessions. Everybody is watching internet video, and watching more and more of it.
- The average video duration is 5.4 minutes. It’s been climbing steadily from December 2007.
Think about that second stat for a second. If you’re coming from TV land, 5.4 minutes doesn’t sound like much screentime. But if you’re coming from web video land, this is huge.
When my partners and I started The Burg way back in 2006, comScore wasn’t even around, but online ‘common sense’ was. This common sense told us, nay, SCREAMED at us, that a minute and a half was an ideal video length, and anything longer than 3 minutes was suicide. This frightened us, as a typical episode of The Burg was anywhere from 14 to 22 minutes long. So, we played it safe. We began to create shorts of anywhere from 30 seconds to 5 minutes (yes, even our shorts were longer than most people’s ‘longs’.) We interspersed our normal eps with our shorts. We fully anticipated looking at our viewcount and having much less views for our longer eps.
The exact opposite happened. Our views actually went down every time we posted a short. Why? We don’t know exactly. But after talking to fans, we have a pretty good idea: they were outside the chronology of the story. They were little jokes, standalone scenes, things that didn’t fit in the tightly plotted and structured episodes of The Burg. And so, people didn’t care as much. I knew right then that we had something good. People were hooked on the structure and the story and didn’t mind the length.
Ever since then, I’ve rigidly maintained that length should not be the top deciding factor when you’re creating your content. I’ve been mocked for this, as there are many creators who believe otherwise. In the early days, there were a lot of 90-second episodic thrillers. For me, even when well produced, the story jolted and jittered, because 90 seconds of a thriller is enough to get you to a cliffhanger, but usually seems to stop short of great character development. When working with other online portals, I’ve had to cut 5 minute shorts to under 3 minutes, and in the process, lost some of the best moments because they just didn’t fit. (This is not to say you can’t make a great episode in 90 seconds – of course you can. I just think you shouldn’t have to.)
I get why this happens in TV. You have a fixed inventory of time. 22 minutes for your sitcom once commercials are factored in. It becomes a surgical process (and to a degree, it should with all content). But on the internet, there is no such restriction. Yet content creators and programmers decided to all limit themselves to one anyway. It seems cynical, arbitrary, and a big underestimation of viewers’ tastes.
Well, it seems that common sense was wrong in this case. People are now, officially, measurably, watching longer and longer video. And 5.4 minutes is the average. Meaning, many people are consuming video that’s much, much longer.
As Hustvedt states, “If the same trajectory were to be taken forward a few years, which is probably a conservative estimate given the current market, we’d expect to see average online video duration at 10.4 minutes by 2014.”
Which means, by my shoddy estimate, people are going to be ready for The Burg by… let’s see… May 2017. Hm. Oh well. Better 11 years early than too late.
The following remarks were delivered by Thom Woodley at the WGAE’s Capital Hill briefing on Internet policy.
* * *
I am a writer, and a creator of content, and as such, by necessity, an entrepreneur. What I’m going to talk about today are the business models of web video, how the open web allows creators to do innovative work, and the dangers that paid prioritization creates for that innovation.
In our discussions of net neutrality today, we’ve a couple of times heard the comparison of the internet to highways. I’d like to expand that. Let’s suppose that a state decides adopt the prioritization model to their roadwork. This would mean they don’t pave roads in a certain area as well as other ones. We all know what would happen. The economy in that area suffers. Trucks can’t get to it, no one wants to drive along the bumpy, dirty road.
It’s the same online. Pavement equals streaming speed. If the streaming speed is slow, no one will watch. We don’t force the people who live on that road, the businesses on that road, to pay directly for paving the whole thing. But Internet Service Providers want to do that exact thing to content providers. If we don’t have net neutrality, ISPs could charge content providers money to deliver their content at a reasonable enough speed.
I am going to make the case that that is tantamount to killing a new industry before it has developed.
There is a business model of independent web video. There are a few. They exist, but they’re still nascent. And it’s very different from television or most other traditional economic structures.
I don’t know how many of you are familiar with the Long Tail Theory of economics. I’ll just give a quick abstract. Say we’re in a book store. 80% of people who come into that store will tend to buy the same top 20% of books. The remaining 20% of people may also buy that top tier, but in addition, seek out products that are more diverse, less common denominator. When we chart these spending habits, rank of products sold against volume of sales, we get a short ‘body’ and a long ‘tail’.
Now, in a store, there’s a physical inventory. So it only makes sense to keep that top 20% in stock. Of course, for an online store, inventory is more vast. So you can open up the full 100% of products, and get that extra business. And here’s a hidden secret: people in this long tail will tend to pay more for the products they love, if they are perceived as rare.
How does this relate to television? TV has a fixed inventory of time that it is selling. As well as a great expense in broadcasting it. So it only makes sense to program shows that 80% of the populace will seek out. The same with movie theaters – a fixed number of screens. But web video has no fixed period of time. It has no fixed numbers of screens. Strictly speaking, it has no distributional limits, except for streaming speed.
That means that online, this long tail of specialized content is now open for everybody.
From an advertising perspective, we know that a message moves farther and more effectively when it is highly tailored to its audience. You are three times more likely to watch a video if a friend shared it to you. So advertisers have an excellent model here. Let’s take as an example, an award-winning and very popular series I participate in called The Temp Life. It is sponsored by a staffing agency who could never afford to buy TV time. But they could afford a more specified and tailored web production with Hollywood celebrities like Milo Ventimiglia and Illeana Douglas. And the show just finished its 5th season, which is longer than most real Hollywood shows.
Web video, due to its long tail nature, has the tendency to gather audiences of more specific demographics. These shows function with a smaller audience, but they become more valuable to the sponsor. My show The Burg gathered an audience of hipsters and influencers mostly based in New York. It’s the kind of audience TV shows desperately try to attract, but had not reliably done so. Sure, the show did not rack up the millions of views per episode that a TV show needs. That’s okay. We did not need it. We had a highly activated audience who, when we did do sponsorships, were much more accepting of our sponsors’ products.
Web TV will not be, in the future, about gathering the ‘most views’, but gathering the ‘best views’.
But it’s worth pointing out that putting any of this content behind a paywall, or tiered download situation where it didn’t stream quickly, that would have killed it. People would not have watched.
There are two more models I’d like to briefly discuss.
One is the audience-supported show. Take the show Anyone But Me. It’s a multiple award-winning show about a lesbian teenager and her struggles. It’s excellent. It tells a difficult story about a topic some would think is controversial. And it likely would never have been made on TV. They are able to make this show because they have an audience who is demanding it. Again, it’s a smaller audience, but they are so passionate about this show that they pay for it. Not per download – by donation.
But it’s tight. Profit margins are slim in both of these models. If we were charging Anyone But Me an extra fee to stream fast enough so that the audience can watch it, then they probably would not be able to make it.
Another model that is developing is even more interesting to me, as a small business owner: the local webseries scene.
Distribution is, at present, open to everyone. I can make a video and put it up – there are no walls between me and a prospective audience of millions. At the same time, the means of film production are accessible to everyone, with consumer-level editing software and digital cameras. This means that a webseries can be generated and created anywhere, for any audience. This is of course different from film and TV, where you have to be in LA or NY.
What we are seeing now is communities of content creators and webseries makers beginning to pop up in every state of the union. In places that never had any sort of film industry before, we suddenly see one popping up. And it can be sponsored by local advertisers. I point to one of the shows I’m involved in, Greg and Donny, which is about two guys just chatting about stuff going on in the small, post-industrial steel town Johnstown, PA. Now, that sounds like a very specific show that no one outside that town would want to watch, right? Well… stay tuned.
I believe in a few years, we will be seeing small town film scenes. Communities of webseries creators and vloggers from Maine to Utah. Decentralized micro-industries of creative professionals from Alabama to Wyoming. I believe we will see this… down the road.
But not if the road is too expensive to travel on.
Net neutrality is vital to keeping the lanes of communication open. The creative economy of the future depends on it. Thank you.
Writer and web video pioneer Thom Woodley created one of the first narrative web series “The Burg“, the Streamy and Webby nominated shows “The All-For-Nots“, “All’s Faire” and “Greg & Donny“, and is the founder of DIORAMA, a new web video channel aimed at programming television-quality independent content.
Some people know a great deal about many things. I know…one or two. Number one – don’t get so electronically “plugged in” that you forget to look around. I just learned how to text and as of today, own nothing that has “I” in front of it. When I walked into the Guiding Light studio with a Blackberry, one of our production coordinators laughed. With good reason… the Blackberry is in a drawer and I chat on my old flip phone, which my colleague Liz wryly refers to as “retro”. I do appreciate technology. I love e-mailing friends at five am, reading my nieces Facebook postings and even chatting on Twitter. But I’m glad I’m a latecomer to the technology game. Being too plugged in would’ve distracted me from my favorite hobbies – eavesdropping, talking to strangers, perusing restaurant menus and looking into apartment windows. It’s amazing what you can see and hear out there in the world when you’re paying attention. It’s particularly true in NY. So much life spills out onto the sidewalks… where to look first? Some days it’s hard to look. But more often than not I see something, hear something or meet someone who changes my life. Imagine if I’d been texting when I walked by the dog adoption group on First Avenue – I wouldn’t have seen Scout. If my husband Tony had been checking his e-mail in the elevator he wouldn’t have seen me when the door opened – hmm, I’ll have to ask him how he feels about that.
Here’s the second thing I know. Don’t be afraid to venture out on your own. If you can’t go to an event without a date you’ll miss some great events. Me, I’ve always loved going to the theater alone. On a Saturday afternoon in 2001 I bought myself a ticket to see “Glimmer, Glimmer and Shine” by Warren Leight. I’d loved “Side Man” and was looking forward to seeing John Spencer on stage. Halfway through Act One, I noticed the man next to me writing in a notebook. During intermission, Nosy Nelly (me) asked about the notebook. Turned out he was a critic who worked for a paper in New Jersey. We chatted about the play and John Spencer. End of show, Phil kindly mentioned that he generally gets two tickets to the plays he reviews and would be happy to take me as his guest if I’d be interested. I gave him my number at the studio and we said our goodbyes. I couldn’t go the first time Phil offered the extra ticket , but I was free the second time he called. My friend Danielle insisted on walking me to the theater. She wanted to make sure she could ID Phil in case I turned up missing the next day. I think they discussed this at my 50th birthday party. Well, one play led to another and another – good, bad, first runs, revivals, Broadway, off B’way and across the Hudson. I don’t get to the theater alone quite as often these days, but I can’t complain. Thanks to Phil I’ve seen so many wonderful plays. “Kimberly Akimbo”, “Curtains”, “God of Carnage” – and of course “Shining City”. We had to walk around the block after that one!
Tonight I’ll rush out of work, grab that M86 bus going west, then take the 8th Ave local to 42nd street. As I reminded my husband this morning, I have theater with Phil. This will be the 73rd show we’ve seen together, thanks to his generosity – and my nosiness. We’re friends. As the years have rolled along, we’ve added Jazz in July, Christmas Morning Coffee. If we never saw another show, we’d still have our traditions. As Phil says, “Good for us… are we lucky, or what?” I know I’m lucky. So…no ear buds just yet. Windows to peer into, people to meet. Try it. Maybe you’ll adopt a wonderful dog, meet your future partner…or just see someone who inspires a character in your next project, or even better becomes a character in the story of your life.
P.S. – the Technology Gods rapped me on the knuckles for this one. My phone and my internet were out for the first part of the day today!
I find technology fascinating but I am also terrified of it. I didn’t even buy a cell phone until years after all my friends had them. The first two computers I ever owned were hand-me-downs, and I quickly killed both within six months. Basically, I had to ease myself into the idea of the “World Wide Web” and have come to discover, at this point in life, it controls almost everything I do. It may in fact eventually be the demise of my industry.
I would say that I first noticed the impact the Web was having on news when our newsroom stopped getting newspapers delivered. The edict was: Get it online—it’s free. I find this to be somewhat annoying in that we essentially may be contributing to the end of newspaper publishing. What I don’t believe is that the general public understands the effect of reading news online rather than picking up a newspaper or turning on the nightly news, be it local or national.
For the most part, we are the source for the news that everyone is reading online. If you go to any news-based website, you will find stories that are links to already-produced news from TV stations, radio stations and newspapers around the world. Meanwhile, the revenue streams for all three continue to dry up because people are no longer tuning in and are instead getting the info they want, customized to their needs, online. Most advertisers are following them. Do you see where this is going?
Let’s pretend that all the TV stations in America stop news operations and newspapers go away because there is no money coming in. Where, then, will most of the news you read online come from? You would be hard-pressed to find any source remaining that is not creating its own stories. Therefore, your news is no longer the journalism that we’ve all come to know, the kind that has been shaping this country for centuries and has been held to ethical standards that today’s Internet is not.
Don’t get me wrong. I don’t believe the damage at this point is beyond repair. I don’t even believe that a disappearance of the concept of journalism will happen in my lifetime. Perhaps if the backers of news were to invest in doing it right online, we could all ride this wave together. I don’t see that happening until someone realizes the amount of money invested in new media needs to be the handled the way television was in its early days.
I will now e-mail this to someone who will post it to a website that I will be able to share with my friends via Facebook. Later I will look at it on my cell phone, which has become pretty much anything but a phone.