Reading guide:
In the interview, Salar Kamangar talked about spending 100 million yuan to build a high-quality content channel to meet the needs of minority users and to lead YouTube to trigger the third media wave. Let's read behind his words.
》The third media wave? Why now?
》From music radio station to video television station.
》Mantis catching cicadas and finches in the rear, the opportunity of TV advertising?
Last Saturday, I wrote an article titled "Will Google TV be far behind when YouTube is overhauled?". Unexpectedly, Salar Kamangar, CEO of YouTube, was interviewed by AllThingsD in less than a week, talking about the issue of niche channels, which coincided with some of the views in my article. Today, let's interpret the words of YouTube CEO.
"We are entering the third media wave." Kamangar was interviewed by Peter Kafka of AllThingsD on Tuesday. He said: "The first wave was radio networks, and the second wave was cable television networks. Now it is time to provide users with content according to specific needs."
"Now, every time you watch a video for 3 minutes on YouTube, you have to consider what to watch next." YouTube wants to provide a more passive viewing experience for the audience. He added: "After you subscribe to a channel, you can watch it all the time."
Media Wave Change!? Why Now？
In the interview, Kamangar mentioned that after the second wave of cable television networks, we are entering the media wave of change. Why did he stand up and say this today?
To put my point bluntly, it is very simple that YouTube itself is the media, and YouTube is going to enter TV. The change of media wave is also the change that smart TV and Google TV will bring. The last time I talked about the big change of YouTube in the article, it also explained this problem. From the revision of YouTube, we can not only vaguely see what the content of Google TV will be like, but also see from this report that YouTube has spent a lot of money to develop high-quality content channels, which also foreshadows its own mainstream media.
Both the emergence of YouTube and the emergence of the interest map represented by Pinterest have already sent us the message that the demand of the minority is expanding. The needs of the minority have always existed, but more convenient and visual forms such as YouTube and Pinterest allow more netizens to find what they are interested in with an exploratory attitude. Therefore, I would like to say that although the needs of the minority have always existed, the behavior of managing and exploring their own interests through the Internet is changing.
For example, I am a person who loves food. If I were in the 20th century, I would buy special food magazines, or buy some DVDs to meet my needs in some interests. We explore what we don't have around us from the limited media. With the emergence of cable TV, we can pay money to subscribe to some channels we are interested in, such as food, tourism or sports. There is also an act of exploring the unknown. The Internet, although there have always been content producers, such as some popular niche forums in the 1920s, has gathered high popularity. However, the more visual exploration and management of their own interests did not take place in the last century.
The YouTube generation (before the revision) has satisfied users to use the Internet to actively find videos that meet their interests. However, most of the content is not refined and managed, and is mainly based on search and recommendation. The new YouTube or Google TV, which is about to be launched, meets people's desire to explore. Exploring the unknown is also what Kamagar said about "continuous video streaming to cater to interests and provide a more passive viewing experience", which is what YouTube is currently doing.
Kamangar told us that YouTube has begun to change. It will launch more high-quality content channels, and it will provide a better and more comfortable viewing experience. This is the third media change YouTube will lead!
From music radio stations to video television stations.
Everyone knows Pandora, Spotify, Douban Music, Sina Radio and other music stations. They all have a feature that I personally like very much. If you choose the category (channel) that you are interested in, the content will be sent to your ears continuously. Kamagar talked about "continuous video streaming to cater to interest" in the interview. The Play All function launched after YouTube's last revision also tells us that the TV station whose video is streaming is not far away from us. As he said, in the future, you don't have to click on what you want to see one by one. As long as you subscribe to the channel you are interested in, the high-quality content will continue to come, which is just in line with our behavior of watching TV horizontally on the sofa. These contents are all high-quality ones that meet our interests.
Mantis catching cicadas and finches in the rear, the opportunity of TV advertising?
This is a microblog on @ SocialBeta on January 31. According to news corporation, the average number of daily video views of video sharing website # YouTube # exceeded 4 billion. About 60 hours of videos are played every minute on YouTube, compared with 48 hours last May. Google claims that YouTube's "display" ads and built-in video ads will generate about $5 billion in revenue every year. (Original compilation, original address //t.cn/zOPbilj To climb over a wall)
From it, we can not only see the amazing number of video views on YouTube, which is 4 billion per day, but also see that its display ads can generate about 5 billion dollars of revenue every year. Imagine, if Google TV came into our life, if YouTube became a channel that some people must watch every day, how objective would Google generate TV advertising revenue?
For advertisers, this is an opportunity. In the era of social media, watching TV and logging in to your Google account can definitely interact and share with friends through Google+. Just like we can find our favorite channels, Google can also provide built-in video ads for the audience expected by advertisers. It really feels like a mantis catches a cicada and a canard falls behind.
