Andrew Schiffman

YouTube Killed the TV Star For years, I’ve been telling you YouTube is the biggest TELEVISION network on TV - and one with an unparalleled advanced TV audience advertising machine. https://lnkd.in/eAykCjRa I’ve been warning y’all in the TV business that your TRUE competition now is NOT each other, but rather Google’s CTV Death Star. Seems Google liked that pitch, and turned it into their #Upfront presentation: “Other media companies unveil new TV shows coming to their services. YouTube used the stage to boast about its massive reach and engagement relative to traditional TV. YouTube‘s message to Madison Avenue: The video giant isn’t traditional TV. It’s bigger (with literally billions of viewers) and better at targeting relevant audiences.” https://lnkd.in/e_G-pZXy This week I dissected Nielsen’s new look Gauge, which breaks down TV viewing by publisher - across all platforms. https://lnkd.in/gaBZ3KfC With this analysis (my version below) YouTube comes in second for total monthly viewing. But, note, it takes ALL of The Walt Disney Company & Disney Streaming combined (ABC, ESPN, Disney+, Hulu) to best The Tube. It took ALL of NBCUniversal (NBC, Bravo, USA, Telemundo, MSNBC, Peacock), all of Paramount (Pluto TV, Paramount+, CBS, Comedy Central, MTV, et al), and all of Disco Bros (TBS, TBT, MAX) to LOSE to YouTube. YouTube’s one, simple, massive app is by far the number one channel… ON TV. It’s the first stop on CTVs for most TV viewers under 35 and, everyday, more and more audiences over 36 too. And, crucially, they are better at video advertising than every other TV platform in the game - catering equally well to massive budgets from P&G and local pocketbook budgets from Mom & Pop Shops. Many in the TV ad biz will obsess this week over Netflix’s fancy shmancy Upfront and their Christmas NFL games. But Netflix’s total viewing (see below) is FAR off the competitive set - ESPECIALLY considering only 7% of their viewing is on the ad tier where viewers can (get this) see ads. (Kinda important in the Upfront.) But YouTube also had the NFL - and the NBA - at their presentation. More importantly, on their Upfront stage, YouTube represented the fastest growing segment of entertainment - The Creator Economy. While other TV platforms trotted out traditional Hollywood celebs to talk about a new wave of TV shows, YouTube brought out the biggest stars in the world that you’ve never heard of - Haley Kalil, Cleo Abram, Kinigra Deon, Ryan Trahan, Taty Cokley, Sydney Morgan, Zach King, Valkyrae. These new TV stars don’t just make shows, they command communities - in ways that limited series and procedural dramas never will. TV is not changing. It changed. Years ago. You may have missed it. But don’t worry, I’m sure there’s a video on YouTube about it, so you catch up.

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Comcast's recent announcement of the StreamSaver #bundle with Peacock, Netflix and Apple TV + , marks a significant step forward toward "Cable 2.0" in the streaming industry - where streaming wars are moving from platform vs. platform, to bundle vs. bundle. The new offering, set to launch next week, packages Peacock's ad-supported premium tier with Netflix's basic ad tier and Apple TV+ for $15 a month, yielding savings of around 35% compared to subscribing to these services separately. Bundling provides consumers with a comprehensive entertainment package at a more manageable price, addressing the financial constraints many face when choosing between multiple streaming services. This approach mirrors the traditional cable bundles, making it easier for consumers to access a wide range of content. Media companies are under pressure from investors to scale their streaming services and achieve profitability, while also facing stiff competition from tech giants like Amazon and YouTube. These proposed ‘mini bundles’ not only offer a more reliable revenue stream for companies but also helps mitigate the issue of subscriber churn, which has been a persistent challenge in the industry. The entertainment industry is in a transition, with rising content costs and market saturation driving prices higher. Bundling services not only provides a more reliable revenue stream for companies but also helps stabilize the market by offering consumers more value. Unfortunately, this also means the end of the ad-free, a la carte offerings that many consumers have come to enjoy, as the focus shifts towards comprehensive bundles that limit flexibility but enhance overall value. #LITrendingTopics #StreamingWars #Bundling #SubscriberChurn https://lnkd.in/esZpwnEJ 

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Nielsen April 2024 Gauge report is in: Tubi share is up while overall time spent watching TV was down month-over-month. Year-over-year, Tubi’s share of TV viewing in the U.S. grew 60% - that’s faster than any other streamer. #tubi #fox #avod #ott #streaming #nielsen #viewership #ratings

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PARTYNEXTDOOR'S manager Tyler Henry recently shared gems on working PND, OVO, & more. Here are 5 of my favorite takeaways: 1) How you do anything is how you do everything Tyler shares the story of how he got his start in the music industry while in college in California. One of his first opportunities was a result of connecting with Drake's tour manager Jamilio who asked Tyler for help working a party. Tyler took the job incredibly seriously and came with a team of people that were super on point: •Tyler & his team showed up early •Each person had an assigned role  •Everyone wore black outfits as a uniform Tyler treated it like the Super Bowl - Jamilio saw his execution and precision which led to more opportunities. How you do anything is how you do everything. 2) Preparation is key Tyler talks about wanting to understand who the key players were that worked with the artists he was either currently working with or wanted to work with. He made a spreadsheet of artist and manager contacts to help understand who everyone was, capitalize on opportunities, and meet as many people as possible. That preparation and understanding of who the key players were allowed him to recognize folks in person and capitalize on what would otherwise be small moments. For ex: while waiting in line for the bathroom, he recognized an agent from the spreadsheet he made and initiated a conversation that made a last impression. Tyler also talks about being asked to help tour manage a show on the West Coast one year. Tyler knew that show was 1 of 5 and instead of just packing a bag for that one show, he packed a bag for all 5 just in case he got asked to stay on. Preparation met opportunity when he was asked to stay on for all 5 shows and after being able to because he was prepared, that was how he met PARTYNEXTDOOR. 3) Opportunities create momentum One of the biggest takeaways from Tyler's story is how moments and opportunities snowball - there is momentum in capitalizing on opportunities as doors continue opening from one thing to the next. Doing a great job in one moment can help open the next door. 4) Hard work is necessary Tyler tells the story of how when PARTYNEXTDOOR went on his first tour with Drake, he didn't get caught up in the nightlife or partying. Every night after the show, he would work on music with a small handheld mic and continue to perfect his craft. That dedication helped Party make some of the music that eventually catapalted his career. 5) Understanding your artist Part of being a great manager is understanding your artist and the fact that every artist has their own nuance. What works for 1 artist might not work for another one in terms of strategy, opportunities, workflow, and work style. It's important to understand your artist and tailor to their specific needs. Subscribe to my newsletter for more info: https://lnkd.in/eReqf9hp

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Check out my latest article in TheWrap, highlighting the most anticipated TV shows of October! Leading the new releases is CBS’s reboot of Matlock, while the hit procedural Tracker tops the list of returning series. Dive into the full details here below...#StreamingAnalytics #EntertainmentIndustry #WhipMedia

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Let’s talk about LIONSGATE going public! I am looking forward to investing in the 20,000 title strong media corporation( and counting). I have been waiting for this investment opportunity for a while. I believe we should be able to see this in the next month or two as it has been quite some time since their December 2023 press releases. So get your investing fingers ready for the new ticker coming soon! Building a diverse portfolio across media and entertainment, whilst working in media is such a fascinating aspect of keeping up-to-date with the business and the corporate churn of the executive offices. And we all know there has been quite a churn in that department recently! For example the Disney internal war, anyone?? That certainly was not a smooth transition! - and the votes resulted in the fifth largest shareholder divesting in the company due to a sore EGO. Personally I believe that was a bad move considering the performance numbers. But I certainly had fun buying a few extra shares during that particular downturn. Which is already looking up!) But let’s see how the House of Mouse performs in the long run when a new lion comes to the block as well as some serious acquisitions between Skydance and Paramount… let’s just say the movies are getting far more interesting! And that’s not just because we’re getting a miniature break from another comic book film franchise(and thank goodness for that! Please Hollywood let’s bring back the golden era of cinema, original content /IP and independent film. I think we had enough remakes for now… do you hear that Hollywood? Yes your bottom line may be doing well, but it’s only a matter of time until franchise fatigue once again. And all of these mergers and acquisitions are happening right before the largest predicted economic downturn in US history. Get your rodeo hats and your investing fingers ready. 2025 is going to be a fascinating year financially for Hollywood! Especially with AI encroaching at breakneck speed. #film #finance #investing #media https://lnkd.in/g8JRfhps!

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So what’s next? Continuous daily authentic storytelling based on real life experiences. The nuggets of wisdom will continue. A weekly Lunchtime Conversation, IG LIVE, on Monday at 12pm EST, 20-minutes of snackable content starting on January 20, 2025. I ask you to join me in this journey. I’ve realized that I want to continue to inspire, educate and pay it forward by sharing women’s stories. 20-minutes. That’s all I ask. Tune in on Instagram @kickitbyep. Motivational quote sticker drop. I have launched Kick It By EP on Substack. Check it out. ➡️ https://lnkd.in/eU5niewY There will be a monthly motivational sticker drop for those who support the page. I’ll continue to kick it with real life experiences. Building community is so important during this time. Women supporting women that’s what it's all about. #inspire #educate #payitforward

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The New Power Duo: Chief Marketing Officer + Chief Entertainment Officer. The future of brand relevance and growth lies in a combination of both Entertainment & Marketing, working in tandem. As the business landscape shifts, one thing is clear—marketing and entertainment are no longer separate strategies. The most forward-thinking companies are recognizing the power of having both a Chief Marketing Officer (CMO) and a Chief Entertainment Officer (CEO) working hand-in-hand to drive growth, engagement, and cultural relevance. Here’s why this partnership is essential in today’s attention-driven economy: 1. CMO + CEO = Strategic Creativity: While the CMO focuses on overall brand strategy and positioning, the Chief Entertainment Officer brings creative storytelling into the mix. Together, they build a brand narrative that is not only data-driven but also emotionally resonant, capturing the hearts and minds of consumers. 2. Maximizing Audience Engagement: The CMO ensures the brand message is consistent and aligns with business goals. The CEO elevates this by turning the brand into a cultural experience, creating content and partnerships that draw people in organically. This duo ensures that every touchpoint—from social media campaigns, live experiences and hollywood style, long form & short form content, both scripted/unscripted —leaves a lasting impression. 3. Driving Revenue with Storytelling: When marketing strategies are aligned with entertainment-driven content, the opportunities for new revenue streams multiply. Whether it’s branded content, influencer partnerships, or media collaborations, the CEO works closely with the CMO to ensure these initiatives are monetized effectively. 4. Staying Culturally Relevant: The CMO ensures the brand stays on message, while the Chief Entertainment Officer keeps the brand relevant in culture. Together, they ensure that the brand is not just following trends but setting them, driving conversations and engagement across platforms. 5. Building a Creative-First Culture: Both roles work internally to foster a culture of creativity and innovation. The CMO sets the strategic direction, and the CEO empowers teams to think like creators, pushing boundaries and unlocking new possibilities for the brand. In a world where content is king and attention is gold, the partnership between the CMO and CEO is the key to unlocking both brand loyalty and growth. Together, they create a powerful synergy—combining strategy with storytelling, marketing with entertainment—to ensure brands not only stay relevant but thrive in today’s competitive landscape. Brands that act like media companies are the ones leading the charge and will continue to thrive. #MarketingLeadership #EntertainmentStrategy #CMO #ChiefEntertainmentOfficer #Storytelling #BrandGrowth #ContentMarketing #BusinessInnovation #ChiefMarketingOfficer

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“Sony Music Entertainment is set to acquire the catalog of legendary rock band Queen in a landmark deal worth GBP £1 billion (USD $1.27 billion at current exchange rates). That’s according to Hits, which reported on Wednesday (June 19), citing sources, that Sony Music has emerged as the winning buyer for Queen’s recording and publishing rights, as well as royalties from previous deals with Disney Music Group and Universal Music Group. Disney owns the band’s recorded music catalog in North America, while UMG has a global distribution agreement with Disney. Separately, Queen band members Brian May, Roger Taylor, and John Deacon – plus the Freddie Mercury estate – each own equal shares in the company Queen Productions Ltd, which owns the group’s recording catalog outside the US and Canada, Music Business Worldwide noted in a report last year. UMG, as Disney’s distributor, will reportedly retain distribution rights in North America, although Sony will receive the royalties. UMG’s worldwide distribution rights will then transfer to Sony in 2026 or 2027, making Sony Music the sole distributor and owner of all Queen content globally, Hits explained. The deal also reportedly includes name and likeness rights, opening doors for merchandise and other ventures. Meanwhile, Queen’s founding members, May and Taylor, who continue to tour with vocalist Adam Lambert, will reportedly retain control of revenue from live performances.” Read the full article for more: #Queen #SonyMusic #UMG #DisneyMusicGroup #UniversalMusicGroup #Music #MusicBusiness #Musica #MusicIndustry #Musique #Musik #MusicBiz #Creators #Artists

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The White House recently hosted its first #Creator Economy Conference, underscoring the massive impact digital content creators have on the future of communication. President Biden highlighted that creators are "the new possibilities," driving innovation in how we connect and share stories. As the content creation industry continues to grow, with projections reaching $480 billion by 2027, there's a wealth of opportunity for those ready to make their mark. For #Singapore's creative community, this global momentum is a reminder that it's never too late to step into the creator economy. Whether you're already a seasoned professional or just starting out, the evolving digital landscape offers countless opportunities to influence, innovate, and inspire. Let's continue to harness our creativity, embrace new technologies, and amplify our voices on the global stage. https://lnkd.in/gvhAifb5 #CreatorEconomy #SingaporeCreators #DigitalInnovation #ContentCreation #InfluenceWithImpact #FutureOfWork #SGCreators

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