How does this knowledge help creators compete in a bigger YouTube market?
That’s exactly our challenge. YouTube gets bigger every minute, and particularly at the early stages of a creator’s career, they would be in the process of honing their voice and finding really what they’re good at in terms to content creation. There’s two sides of success: one is creating good content, and another is how to navigate the platform and increase your chances of and increase your chances of success. It’s up to the creators at the end of the day to make great content, and we look at Fullscreen as their partner both in the business perspective as well as a technical perspective so that they have the tools to break through. We find that in the early stages of a creator’s life that they can benefit from the tools we provide.
What are your outcomes from releasing the Platform?
The release of this product will have a direct, immediate impact on end viewers but the partners that we work with — now over 15,000 — will find the tools very useful. There’s going to be a lot of rich data for them and other ways to work with the community.
With all these innovations, what do you see in Fullscreen’s future?
I see us becoming a global media company empowering creators to produce, monetize and share the best content out there.
What challenges does your multi-channel network and others face in the future?
We have macro-challenges that we all face such as attracting advertisers who are literally investing billions of dollars into television to shift those dollars into the online video space. The performance of ads against creators is showing really positive signs of return on investment, and we can give that data back to advertisers. The truth is it’s still easy to buy television, and if you’re a media buyer, you’re buying shows that you’ve heard of before, and YouTube is a more niche environment; you could have a creator that’s extremely popular that the guy next to you has never heard of. When you’re a TV buyer, it’s harder to get them to understand these niche communities. Increasing the speed of ad dollars from television to digital media is something that affects every multi-channel network but YouTube as well. I think some of the other trends are to make it attractive for people to create videos in developing nations. There are areas in the world where broadband connections simply don’t exist, and the idea of someone who creates videos online and makes a living doing it is a foreign concept much like it was in the United States in 2003. As a global media company, we want to do our best to evangelize that opportunity in countries around the world.
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