This week’s future of TV briefing looks at the relationship between short YouTube clips and traditional YouTube videos, as video publishers adopt the former and hope to contribute to — not cannibalize — the latter.
Long Game of YouTube Shorts
- YouTube Shorts provides an effective means of increasing subscribers for a YouTube channel.
- But media executives are wary of Shorts’ impact on viewership of its long-form videos.
- The dynamics between Shorts and traditional YouTube videos can be monitored through the metrics YouTube provides to channel owners.
It turns out that YouTube Shorts is a shortcut to channel user growth on the Google-owned platform. But in the long run, will YouTube’s TikTok clone end up being a channel for short-term changes? The second long-term possibility is one that media executives are considering, as the status of short-form video is on the rise. As video publishers adopt YouTube Shorts, they are trying to measure the relationship between Shorts and their traditional YouTube videos, lest the former cannibalize the latter. Victor Potrel, VP of Platform Partnerships at TheSoul Publishing, said: “This is definitely a hot topic in 2022, and since YouTube launched Shorts globally with its portfolio of channels including 5-Minute Crafts and Wood Mood. While Shorts drives a lot of views and converts viewers into YouTube channel subscribers, YouTube doesn’t offer a revenue-sharing program for Shorts like it does with traditional YouTube videos. If Shorts’ viewers and Shorts-driven subscribers drag down the channel’s legacy video performance, then Shorts ratings could affect channel profitability. “They keep telling me it’s great for subscribers, but I don’t know what that means,” a media executive said . “Great for subscribers” sounds simple enough. There’s evidence of how good Shorts are for accumulating YouTube subscribers.
- Last year, ESPN’s SportsNation channel on YouTube added 1.5 million subscribers almost exclusively through Shorts. Shorts, a catalyst for subscriber growth, came at a time when subscriber growth on YouTube was elusive.
- Earlier this year, The Whistle edited an episode of its “No Days Off” series on YouTube into a short film. According to a company spokesperson, The short has garnered over 131 million views and brought 125,000 new subscribers to the channel.
- Warner Bros. Discovery: Added 1.7 million subscribers to 92.1 million on HBO, HBO Max and Discovery+.
- Paramount+: 3.7 million new subscribers to 43.3 million .
- Starz: Added 1.8 million subscribers, Reached 26.3 million.
- Netflix: lost 970,000 Subscribers, down to 220.7 million.
- FuboTV: Lost 110,000 subscribers, down to 947,000.
- Sling TV:
- The Evolution Championship Series can help stimulate audiences to return to live esports competition.
“For publishers, the impact YouTube Shorts has had on YouTube channels has been phenomenal. It’s a little harder for YouTube to actually grow subscriptions or viewership. Adding 100,000 subscribers from a short clip is completely different,” another media executive said. But the first media executive asked what it means to be “great for subscribers” What does that mean, and what does it mean for a publisher or creator’s wider YouTube channel. While increasing subscribers is important, it’s only when those subscribers help increase the channel’s monetization through YouTube’s rev-share program That’s what really matters when it comes to the ratings of the video. “If you’re just getting followers behind Shorts, is it just for getting followers without monetizing followers? ” said the third media executive. Additionally, a potential downside to Shorts-driven subscriber growth is that Shorts viewers may not be interested in the channel’s traditional videos, the ones the channel makes money from. “I mean Yes, there is only so much time you spend on the platform. So if you spend your time on short films, you don’t spend time on long-form [videos],” said the first media executive. To avoid a confrontational relationship between Shorts and traditional YouTube videos , media executives are making sure the two types of videos don’t differ significantly in terms of content. “Shorts’ editorial strategy has to be very close to the output of your original YouTube video,” said the fourth media executive. In addition to using its channel to cater to niche interests like DIY crafts, TheSoul Publishing also takes care not to overwhelm viewers with Shorts on its channel with an established long-term subscriber base. “For a channel that publishes two to three videos a week Say, an extra short would be a good balance between making sure the short gets visibility and not overwhelming the audience in any way,” Potrel said. “But if the publishing plan was more aggressive, you might increase the number of Shorts. There is no magic formula. ” While not a magic formula, a magic metric to monitor the relationship between Shorts and traditional video viewership might be the percentage of traditional video views from channel subscribers. This is a statistic YouTube provides through its channel analytics tool , the fourth media executive’s company tracks the statistic to see if Shorts can eat into the viewership of its traditional YouTube videos. So far, there have been no signs of this cannibalism. The high Tube’s company has adopted this tight-knit approach to Shorts and hasn’t seen Shorts cannibalize the viewership of its traditional YouTube videos. “As our user base grows, so does the viewing volume. But [regarding subscriber-based views] as a percentage of [total views], there has not been a huge fluctuation, other than the increase in the number of views we’re getting from our subscribers, because our subscribers are increasing,” The Fourth Media Director said. This article has been updated to mention Wood Mood as one of TheSoul Publishing’s YouTube channels driving its Shorts ratings .The previous version incorrectly referenced a different channel. What we heard
“We have this show coming out of Netflix in the first quarter. We’re waiting to find out if they’re going to ask us now for [episodes] with ad breaks. “– production manager
Trend Watch: Streaming Subscriptions in Q2
On Wednesday, Disney will report earnings and offer Disney+, The latest subscriber numbers for Hulu and ESPN+. These numbers should complete the puzzle about how the streaming subscription market performed in the second quarter. According to data provided by other streaming service owners’ latest quarterly earnings reports, the period Mixed. WHO added alternate
AMC Networks: Added 130 million subscribers, reaching 10.8 million.
who lost the bench
lost 55,000 subscribers to 2.2 million.
Who keeps it steady
Peacock: subscribers were flat at 13 million.
Numbers to know
175: Number of advertisers who agreed to trial non-Nielsen measurement providers in this year’s upfront deals, which equates to less than half of upfront deals Advertisers. 1.7 million: Estimated average daily use of Netflix mobile games; this number equates to less than 1% of the Netflix user base. $774.8M: How much advertisers will spend on TikTok influencer marketing in the U.S. this year. -2%: Percentage of UK households accessing subscription-based streaming services in Q2 2022 compared to Q1 2022 decline. What we cover
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