D.I.Y.

YouTube Tells Creators: ‘Build A Fanbase, Not An Audience’

image from upload.wikimedia.orgYouTube’s global head of entertainment Alex Carloss is telling creators to move beyond building a large audience and focus on building a fanbase.   “An audience tunes in when they're told to, a fanbase chooses when and what to watch,” Carloss told atendees of the MIPTV conference in Cannes. “An audience changes the channel when their show is over. A fanbase shares, it comments, it curates, it creates.”

On Building A Global Audience

Carloss also touted YouTube's ability to help muscians a global audience. 60% od views for most globechannels come from outside thier home countries, according to the executive.

Sometimes the global percentage is much higher. "Today, the lion's share of people watching K-Pop videos live outside of Asia – 91% of them outside Korea," said Carloss. "For so long language has served as a barrier between cultural exchange, but thanks to the power of video and the internet, those barriers are breaking down entirely.”

Source: Stuart Dredge in The Guardian

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5 Comments

  1. I work with several notable musicians who have 100K plus subscribers. It is becoming more and more difficult for the subscribers know of/or discover new videos from the channels they have subscribed to. Also, their email notifications primarily promote the most popular videos on Youtube or just those videos Youtube wishes to promote. This is very similar to what Facebook has done. We need a Youtube competitor. Maybe Yahoo will take a stab at it. Hope so.

  2. Next time you’re thinking of posting an article, please use a program that has spell check. Errors: “atendees”, “od”, and “thier”. There should also be “build” (or some such word) between “musicians” and “a”.

  3. Yup, that’s the industry. It’s the core concept of an industry that it is not meant to sell a variety of different things but more and more and even more of the same thing. Youtube is no different. And that’s why new stuff from the channels you have subscribed to, does get lost in the background of your youtube page. That stuff is just the bait. The industrial product are the promoted videos.
    The question is indeed where will the Vloggers go next?

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