06
Jul
@mikemonello and @goonth on Netflix, Hulu, connecting brands&networks
@mikemonello the break-even on most YT premium channels is 500mm impressions. that’s enormous. and a sign of weak net effect.0 likes·0 comments- @mikemonello and if this was the case for YT now, it could monetize smaller, niche audiences w/ its ad model. but it struggles there.0 likes·0 comments
- @mikemonello i would argue that YT is not nec. a socnet; content sharing behaviors don’t make it social. people, interconnected, do.0 likes·0 comments
- @mikemonello tech features aren’t the only elements that make platforms social, or the potential to be social.0 likes·0 comments
- @mikemonello so… b/c it doesn’t have a robust set of apps (yet) or set-top features (yet), its fan communities aren’t a network?0 likes·0 comments
@goonth Netflix isn’t social, I can’t share from my iOS apps or from my set top boxes, I can’t upload my films to share (or generate $).0 likes·0 comments- @goonth I’m not seeing evidence of a netflix culture, all I see is people using it strictly as a source of studio content.0 likes·0 comments
- @mikemonello ah, but that’s just it — Netflix is becoming a real online network, w/ its own culture & new content…0 likes·0 comments
- @mikemonello money issue being rights & net effect.0 likes·0 comments
- @goonth Frame it this way: Youtube is at the center of net culture (think ROFLcon), Netflix is merely a distributor of old media content.0 likes·0 comments
- @mikemonello sure, but brands don’t take advantage of, support and/or sponsor those communities. for platforms, money issue is both.0 likes·0 comments
- @mikemonello well, if it’s not clear to you, then it bears a revisitation. i can own that.0 likes·0 comments
- @mikemonello seriously! btw, thank you for those points. i included them for clarity in the post ;)0 likes·0 comments
- @goonth on this we agree, I’m just confused by the data and examples (and I own that confusion, I have no head for numbers).0 likes·0 comments
- @goonth Very easy to find as fan vids spread via fan communities, and good ones go beyond that. Money issue is about rights, not net effect.0 likes·0 comments
- @goonth Life in a Day. The Beatles influenced everything!0 likes·0 comments
- @mikemonello btw, did you mean “Life in a Day”, or “A Day in the Life”?0 likes·0 comments
- @mikemonello i.e. greater affinity for YouTube as a platform, and greater affinity for the media (brand) vehicle…0 likes·0 comments
- @mikemonello if YouTube were to organize & leverage those fan bases, then the brand benefits are far greater on both sides…0 likes·0 comments
- @mikemonello in a way, yes. “A Day in the Life” was promoted. and how easy is it to find fan films, fan trailers? monetize them? it isn’t.0 likes·0 comments
- @mikemonello all i’m trying to say is that there are “audiences in the ready”, and there are ways to cultivate intelligence from them…0 likes·0 comments
- @mikemonello but maybe a high-level comparison is just confusing w/out getting into more detail, per your points…0 likes·0 comments
- @mikemonello these are folks who use both platforms & talk about their use of them (from affinity stdpt). content & conversation considered.0 likes·0 comments
- @goonth I look at fan films, “A Day in the Life,” super cuts, fan trailers, all on YouTube not Netflix but the data seems to discount that.0 likes·0 comments
- @goonth And I see Netflix getting mentioned, but not a reflection of brand affinity- “It’s on Netflix” vs just sending a YouTube link.0 likes·0 comments
- @mikemonello to clarify, “sci-fi” was one of the groups. chose a few others that consume passionately & interact w/ related stories.0 likes·0 comments
- @goonth Red Letter Media’s YouTube take downs of sci-fi films like the Star Wars movies & Prometheus as content or conversation?0 likes·0 comments
- @goonth So automatic unfair advantage to Netflix, as YouTube is not a place you go to seek out sci-fi. But do you could videos like…0 likes·0 comments
- @goonth I’m struggling to wrap my head around how the conversation measurement can lead to insights on co-creation potential.0 likes·0 comments
- @mikemonello this was a sample set of audience groups based on interests. “sci-fi” enthusiasts talking/sharing about these brands.0 likes·0 comments
- @mikemonello this is a cursory glance, but measured through conversation, media behavior (shares, etc.) & group composition (int. graphs).0 likes·0 comments
- @goonth Example, on one chart, it says conversation measured around topics like “sci-fi.” How is the Netflix/YouTube brand measured in that?0 likes·0 comments
- @goonth Right, so curious how network effect is being measured.0 likes·0 comments
- @goonth And that’s all measured through conversation? Via mentions of the brand and links to respective sites?0 likes·0 comments
- @mikemonello distribution (YouTube) and net effect (Netflix) not one and the same.0 likes·0 comments
- @mikemonello no. saying that Netflix network has stronger connections & stronger content (co)creation possibilities through the brand.0 likes·0 comments
- @goonth are you saying that people connect more with the content creator (or poster) on YouTube vs Netflix and so Netflix brand is stronger?0 likes·0 comments
- @mikemonello i.e. YouTube would seem to have far greater net effect b/c the size of the platform etc., but that’s actually not the case…0 likes·0 comments
- @mikemonello technically yes. the point is/was to show the value of their networks, and who has a stronger connection w/ their audiences.0 likes·0 comments
- @goonth I’m struggling with the Netflix/YouTube comparison, they are so different. Wouldn’t Netflix and Hulu be a closer comparison?0 likes·0 comments
- And also for you: @briansolis @benkunz @simonmainwaring @jtwinsor @catherinedavis1 -> Connecting Brands & Networks http://ht.ly/c2mVK0 likes·0 comments
- .@mitchjoel @scottmonty @mikemonello @faris @redbull this one’s specifically for you ;) -> Connecting Brands & Networks http://ht.ly/c2mmZ0 likes·0 comments
