The present and future of post production business and technology | Philip Hodgetts

Archive for August 24th, 2010

What can we learn from YouTube stars making “big money”?

Yet another story based on the TubeMogul data I reported last week when it was news. These 10 YouTube “stars” make between $100K and $315K – certainly nothing to be ashamed of and definitely above the goal of “a middle class income for all in production”.

It was the summary that almost made me laugh with its obviousness:

  • Good Content => $$$
  • if you can get enough traffic, you can make money
  • It takes time to build an audience and get to this level.

Despite the fairly obvious remarks above there are some good points in the analysis:

It’s probably not a coincidence that so many of these content creators are teenagers (or were when they started out), as teenagers tend to have less responsibility and more free time than full-time working adults like you and me.  Their common age bracket also tells you something about how many young viewers there are on YouTube, and just how loyal that audience can be.


While we may traditionally think of YouTube as a way to market our preexisting business, it might be time to start thinking of it as a possible new revenue stream as well.  The big lesson for us to learn here is this:  you can earn money on YouTube.  Maybe not $315,000 a year like Shane Dawson.  Maybe not quit-your-job-and-buy-a-mansion money… but good content will get views.  And views will provide advertising potential.  And advertising potential will eventually turn into dollars.



TV advertising skipped by 86% of Viewers

TV advertising skipped by 86% of viewers

People speed through the ads and yet, TV advertising is the “most memorable”. Shows the power of a well-made ad reaching an appropriately targeted audience. Pity that rarely happens and most of the time it’s trashy ads with no targeting or relevance.

“Questions over the relevance of the traditional television advert have been raised for years, yet when asked about their most favoured video format, respondents voted for the standard 30-second commercial,” said James Bates, media partner at Deloitte.

“Online advertising’s poor showing relative to television may surprise, given that the former has often been portrayed as television’s nemesis.

“What television does best – display and brand building – is what online struggles with. Online advertising is best at search, which previously newspapers, particularly for classified, had excelled at.”

Brand building supposedly does not require “targeting” but while ever the bate-and-swith model of advertising rules, Television, I avoid TV.

‘Interoperable Master Format’ Aims to Take Industry Into a File-based World

A group working under the guidance of the Entertainment Technology Center at USC is trying to create specifications for an interoperable set of master files and associated metadata. This will help interchange and automate downstream distribution based on metadata carried in the file. The first draft of the specification is now done based on (no surprises) the MXF wrapper. (Not good for FCP fans, as Apple has no native support for MXF, without third party help).

Main new items: dynamic metadata for hinting pan-scan downstream and “Output Profile List”:

“The IMF is the source if you will, and the OPL would be an XML script that would tell a transcoder or any other downstream device how to set up for what an output is on the other side,” Lukk explained.

The intention is to bring this draft spec to SMPTE, but first, [email protected] USC is urging the industry to get involved. “We need industry feedback and input on the work that the group has done thus far,” said ETC CEO and executive director David Wertheimer. “Anyone who has interest in this topic should download the draft specification and provide feedback to the group.”

August 2010
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