Really smart piece on how Frontline adapted without pivoting. The bit about editorial discipline is what most miss when they talk platform expansion. I worked on a series that tried YouTube and we basically just dumped broadcast cuts there, assuming reach would followby itself. Didn't work. The shorts-for-18-to-24s approach though, thats intersting becauseit shows they're thinking format-native, not just channel-native. The archive unlock is bold too, but makes sense when you realize broadcast shelf life is basically zero now anyway.
One of the things that you and Evan have been doing is a great job showing how traditional media is successfully posting more content on to YouTube and how they're leveraging it for more distribution opportunities.
The one question that I haven't heard answered is around user data. As I recall, YouTube is not going to share that user data with the publishers who generate the content that the audience wants to watch.
Do you guys have a comment on that or strategy from the BBC and National Public Radio?
By user data, you mean user behavior on the platform, age, demo ? There’s a lot of that data in YouTube Studio, more so than on many distribution platforms
Really smart piece on how Frontline adapted without pivoting. The bit about editorial discipline is what most miss when they talk platform expansion. I worked on a series that tried YouTube and we basically just dumped broadcast cuts there, assuming reach would followby itself. Didn't work. The shorts-for-18-to-24s approach though, thats intersting becauseit shows they're thinking format-native, not just channel-native. The archive unlock is bold too, but makes sense when you realize broadcast shelf life is basically zero now anyway.
The dumping « as is » = very common. I get it, it’s a lot of work to adapt the content for each of these platforms. Hire experts internally or not
Hey friend,
One of the things that you and Evan have been doing is a great job showing how traditional media is successfully posting more content on to YouTube and how they're leveraging it for more distribution opportunities.
The one question that I haven't heard answered is around user data. As I recall, YouTube is not going to share that user data with the publishers who generate the content that the audience wants to watch.
Do you guys have a comment on that or strategy from the BBC and National Public Radio?
By user data, you mean user behavior on the platform, age, demo ? There’s a lot of that data in YouTube Studio, more so than on many distribution platforms