Social music blogger (and UTS postgrad classmate!) sallyaboutsocial got me thinking about the uniqueness (and potential quality) of user-generated content with the inclusion of Twitter – The Musical in her Finally Friday…Bits and Pieces roundup.
The producers of Twitter – The Musical, AVByte showcase a series of funny, share-worthy and conversational content that puts media icons and images into musical form like GTA V – The Musical (2.3m+ views two weeks after launch), Hipster Disney Princesses (7.3m views a year after launch) and Facebook – The Musical (1.5m+ views since its June ’13 launch). With over 316,000 subscribers and 41 million views of their video content, and producing a new musical and three videos and week, AVByte sustains a production schedule that many traditional production houses and broadcasters would find brutal. This defines the content and producers of media 2.0 – fast and furious!
Social media content services have enabled independent content creators to create fun and exciting content that wouldn’t necessarily have a place or space in the mainstream. Whilst previously the power to produce and broadcast was held by broadcasters and production companies, now anyone with a video camera (via smartphone, digital camera or top end high-def production gear) and an internet connection. YouTube’s Video on Demand (VoD) services have essentially made it the biggest broadcaster in the world. A 2007 research work through Duke University indicated “YouTube enjoys 65,000 daily new uploads – which means that it only takes 15 days in YouTube to produce the same number of videos as all IMDb movies” (Cha, Kwak et al, 2007). More recent official 2012 YouTube stats indicate “over 6 billion hours of video are watched each month on YouTube—that’s almost an hour for every person on Earth, and 50% more than last year”. With every smartphone a mobile content creation device, its no wonder such a mass of content with such a mass variance in quality and subject is being produced and shared so easily across the globe.
Content producers like AVByte are becoming like TV networks, where user loyalty is prompted by a request to “Subscribe” at the end of their video of “share” the content if its liked. Media consumers look at their YouTube like an old school TV guide, but the content is clickable and viewable at that exact moment in time. No waiting for a broadcaster to screen it. These content creators are creating and supporting fan bases like traditional media stars, with subscribers joining their Facebook fan pages and Twitter aliases and even buying their merchandise to keep up to speed on their latest content and movements in the “real world”.
Media consumption is fragmenting further across traditional and new media platforms as these changes continue and accelerate. Professional communicators need to be aware and savvy to these changing media consumption habits to be able to know how and where to engage this increasingly mobile audience. Are you tuned in?
How (if at all) has YouTube changed the way you consume video content? Do you subscribe to a series of YouTube content makers as your first stop for videos, or is your YouTube content found and viewed via search/shares?
Tell is in the comments below!