Cedric J. Rogers’ Post

The Boon Tube YouTube is the perfect TV for the User-Centric Era: Combining corporate-made Media such as sports and entertainment with Creator-led content such as podcasts and how-to videos, crucially, allowing “premium” to be defined by the user, not the gatekeeper. If someone watches YouTube on their TV, no matter what they watch, to them, it’s premium. Suffice to say, YouTube on TV is a habit now shared across genres and generations. But for younger viewers, it is TV’s most important channel. YouTube on TV is not just a thing young people do, it’s something that their parents reinforce. YouTube is the top kids channel on earth. On YouTube 3.2 million people have watched the Oscar winning documentary “20 Days in Mariupol," most on TVs. 400 million hours of podcasts are viewed on YouTube, on TV, EVERY MONTH. In a world where the TV screen is now a paradox of choice, YouTube is the closest thing television has to a central marketplace of ideas. YouTube’s cross generational and co-viewing strength in the living room is precisely why more Media players should be embracing YouTube rather than only trying to compete with it. There is a massive cultural conversation happening on social video that mainstream Media is simply missing. News outlets that neglect YouTube because they feel it’s beneath them have all lost the trust of the audiences who gather there, in large part due to mainstream news’ abdication of the platform to those with the loudest voices. Big Media who avoid YouTube because of the business model don’t seem to fully calculate the revenues they lose now because younger audiences actively avoid traditional TV. This is extra mind-boggling as major media players all lean into #FAST for new audiences and revenues, where they will get fewer viewers and dollars, much worse data, and will share just as much revenue as on YouTube. If you are a television professional, you do not have to like that YouTube is now the most powerful TV platform in the world. But you do have to accept it. More importantly, in 2025, if you don’t make moves to incorporate YouTube into your overall television strategy, you will likely regret it. Prediction: 2025 will be the Year of YouTube on TV. Why? Click around and find out: https://lnkd.in/eQQvAmPZ

𝗜𝗖𝗬𝗠𝗜: "𝗬𝗼𝘂𝗧𝘂𝗯𝗲 𝗜𝘀𝗻’𝘁 𝗤𝘂𝗶𝘁𝗲 𝗧𝗩, 𝗕𝘂𝘁 𝗜𝘁’𝘀 𝗣𝗿𝗼𝗯𝗮𝗯𝗹𝘆 𝗪𝗵𝗮𝘁 𝗖𝗼𝗺𝗲𝘀 𝗡𝗲𝘅𝘁" [from TVREV] ➡️ What YouTube offers is a glimpse of where all of the other media companies are eventually headed—an array of content options encompassing everything from short form clips to long-form podcasts to big budget dramas to movies, live sports and events. Whether the ad industry at large will eventually adopt YouTube’s “skip” model is a column for another day, but there will definitely be ads as part of the monetization model and advertisers will definitely pay to be associated with the more popular programming, whatever form that programming takes. Smarter media companies will not only go the YouTube route, but will create an alternate interface that looks and feels more like TV 1.0, with broader genre categories that mimic the ones that exist today plus actual linear channels. Because there will still be an audience for that and because viewers and advertisers don’t easily change their ways. Like everything in TV, the change will be gradual—think ten years or more—and not overnight, but eventually it will change because, if nothing else, there are only so many hours in a day and the fantasy that somehow audiences can be convinced to go back to sitting down in front of the TV and watching the equivalent of a network prime time line-up every single night is just that—a fantasy. As is the financial planning that seems to accompany that fantasy. The world changes and eventually TV changes along with it. Which is why today’s YouTube is likely a lot closer to tomorrow’s television than the industry is prepared to acknowledge. Those podcast viewers, though? They are definitely on to something.➡️ Full article: https://lnkd.in/eVhpHvBK

The latest study from Gaggl & Element Human reveals some exciting insights: 70% of 18-34-year-olds prefer watching TV alongside their favorite creators, where they can interact with both the content and other viewers. Key findings include: - More emotional engagement: Creator-hosted TV shows led to significantly more emotional peaks in viewers compared to traditional formats. - Higher likelihood to watch: After seeing TV content streamed by creators, 80% of viewers said they’d watch more of this format. - Stronger recommendations: 77% of viewers said they’d recommend creator-streamed TV to friends and family. This research confirms the huge shift in viewing habits and presents a massive opportunity for rights holders and creators. After the rise of Netflix that started about a decade ago, this feels like the next big evolution in media. It is combining the best of traditional TV, social video, and the creative freedom of new creators. It's clear that decentralized streaming, where IP holders collaborate with influencers and creators, will be the way forward. Can't wait to see how these creative minds continue to push boundaries and shape the future of entertainment!!!!

🎉 NEW RESEARCH ON GEN Z TV CONSUMPTION 🎉 The Next Big Shift in TV Viewing Habits - Gen Z still want to watch TV but with creators, Gaggl & Element Human study finds 🧐 Our latest study shows that 70% of 18-34-year-olds prefer watching TV with their favorite creators, where they can interact with both the content and other viewers 🙌 📊 Key Findings: 🥰 More emotional Engagement: Creator-hosted TV shows triggered significantly more emotional peaks in viewers compared to traditional formats ⬆️ Higher Likelihood to Watch: After seeing TV content streamed by creators, 80% of viewers said they’d watch more of this format 💪 Stronger Recommendations: A staggering 77% said they’d recommend creator-streamed TV to friends and family. As TV viewing habits shift, this research is a game-changer for content owners, creators and advertisers 📺💥 🔗 Want to learn more about this shift in TV habits? Check out the full release... Greg Miall James Duffield Adam Harris Hamish McPharlin Matt C. Georgina Wallis-Caddell (Nee Ferreira)

One of my favorite TikTok creators is taking his talents to TV! Boman Martinez-Reid (also known as Bomanizer) is best known for parodying the Kardashians, but beginning July 12th he’ll be starring in his very own reality-esque TV show, ‘Made For TV with Boman Martinez-Reid.’ The six-episode docu-series stars Boman as he tries on different TV genres with the help of an ‘expert’ in each one. He’ll be trying his hand at dating, cooking competitions, the news, sports, competitive drag, and slice of life. This concept is such a great idea and I’d love to watch it but unfortunately, the series will only be available on Canadian streaming platform Crave. But if I were doing acquisitions for Crackle or Roku this would definitely be a series I’d consider buying - Boman has over 2M followers on TikTok who are not only loyal viewers of his already existing ‘Bodashians’ series but are constantly in his comments saying that they wish he had a TV show, and now he does! Sometimes it’s hard to know if social viewers will translate to TV viewers, but when the audience is already explicitly clamoring for a TV show from the talent, it helps make it a little more clear. But until someone picks up his new show here in the US, I’ll continue watching his (extremely funny) TikTok. #streaming #creatoreconomy #contentacquisitions

Is TV on life support? Television is losing touch with its essence. Somewhere along the way, it forgot how to speak to people. It’s still playing by old rules, hoping that if it just keeps doing what it’s always done, the world will keep watching. But here’s the truth: people have moved on, and TV hasn’t. Look around. When was the last time you saw a young person sitting down at a scheduled time to watch a show? They’re not just “cutting the cord” – they’re bypassing TV altogether. For Gen Z, for Millennials, TV isn’t the go-to source for storytelling or community. It’s Instagram, it’s TikTok, it’s YouTube, where voices are fresh, formats are fluid, and engagement is everything. TV’s got none of that. And this isn’t just a local problem; it’s global. But in South Africa, we’ve got a unique lens on it. Our stories, our voices, are different, powerful – and that’s our strength. But instead of leaning into it, so much of what’s on air feels like it’s made for an audience that doesn’t exist anymore. We’re missing the mark, and it shows. If we want to stay relevant, we need to stop playing it safe. We need to break the mold, take risks, embrace formats that don’t fit into neat time slots. The world has changed, and so has the audience. People don’t want to be told when or how to watch; they want stories on their terms, in their language, and in ways that feel real to them. The reality? TV isn’t dead yet, but it’s dangerously close. This industry has all the potential to be relevant, exciting, and engaging again, but only if it stops looking backward. Let’s start speaking to this new audience in a way that makes sense for today.

Sunday Scaries 054 This is called "Sunday Scaries," and not "TikTok Deathwatch 2024." Yes, on Friday the 13th, Judge Ginsburg donned his Jason Vorhees mask, climbed out of Crystal Lake, and macheted the two motions (one from ByteDance and one from Creator Petitioners et al.) to unrecognizable pieces. I said this would happen for the reasons that I said this would happen, and the Judge managed it in less than 2 pages. I certainly don't write these things to be right all the time, and I would much rather move on and survive the horror show. Onward folks... Before we broke for the weekend, Variety reported on the rising costs of YouTube TV. The increase is up to 14% for a hefty $83 per month. Shoot, many unplugged from cable to embrace the ability to choose their content and not subsidize endless programming that they will never see. Nevertheless, I guess I'm tipping at windmills if I were to attack the "biggest internet-delivered pay-TV service in the US." How did we get so big? We doubled in cost within five years, that's how! Oh, is that all you have to do? So it's big and costly. Is it better? The Disney/Hulu frankenstein's monster does pretty well, but... My son was pretty furious when we tried watching the classic Chuck Jones version of the Grinch yesterday, and the 26-minute video inelegantly broke for internet ads, and then separately broke momentum in its classic edited-for-TV format (where the commercials used to go). How are the poor kids ever supposed to improve their attention span? Let's ban their dancing app. I will be dropping a book review soon, but let me tease you with a lesson from it as to the reason why I absolutely hate this week's article. The YouTube TV team specifically cites the "rising costs of content." Classic blunder. Is that any way to put salve on the burns? Try this: Show an increase in value. The increase in value to the customer justifies the price increase, and the rising costs become worth it. If that doesn't happen, you're failing. If your costs go up and your value isn't, what else would you call it? You're a giant sitting on top of the beanstalk, and there's a tiny man at the bottom running for his axe. It must be nice: Being the biggest comes with the privilege of not having to give the good answers. Does that last? Platforms are either being pulled into the cold dark lake or growing into the giants of their predecessors. In any event, this is Sunday Scaries and the machetes and axes are out! https://lnkd.in/e-4bjb5r

Local TV is struggling to keep up as younger viewers flock to social media for their news fix. Instead of clinging to old-school formats, local stations should think like startups—embracing digital trends and meeting audiences where they’re at. #CableTV #LocalNews #DigitalTransformation

If You Got the Money, Produce for TV… According to EMARKETER, “Nearly half (45%) of all YouTube viewership takes place on TVs, according to internal figures, up from below 30% in 2020.” The trend of consuming YouTube content on TV is growing rapidly. If you’re a creator or a brand and have a deep pocket, produce for TV. YouTube released this blog today, which explains how to maximize your reach on TV. Here’s what it says…. → Understand Your TV Audience: Utilize YouTube Analytics to filter by device type, allowing you to assess watch time and views from TV devices. [Action acc to me: use those data to identify the video and patterns for storytelling and start implementing that in more of your content] → Enhance Visual Quality: With the prevalence of 4K TVs, uploading content in 4K ensures your videos look their best. [Action acc to me: buy a new camera, simple. And get two distant people (editor+animator) to work on your videos to make their job easier and produce better content overall] → Design High-Resolution Thumbnails: Thumbnails act as movie posters for your content. [Action acc to me: Think Netflix while designing. Recent inspiration is Tejas Hullur & his series on “how to become attractive scientifically”] → Develop Episodic Content: Creating series with recurring themes or characters encourages viewers to return for more. [Action acc to me: Introduce a challenge series or a storyline that people can follow – make sure to keep the series under 3-5 episodes so you don’t overdo a style or bore the audience | 'Make Character Universe' think Avengers & make different series with character crossovers] → Optimize Your Channel Page: A clean, easy-to-navigate channel page enhances the viewing experience on TV. [Action acc to me: Consider creating a small binge-worthy playlist that people can watch in one sitting] Here’s your action step/to-do list for the next 2 days *Revamp old thumbnails and optimize backlog content *Create a small binge-worthy playlist and improve the overall experience *Think content in ‘episodic format’ & start planning. Take action with this information, and don't just read it.

From Lifeless to LIFE… Gogglebox fans, look away now. I’ve not seen the programme, but I’m aware if it and I know that it’s super-popular. For the uninitiated, Gogglebox is a TV programme where we, the audience, get to watch people watching TV. For those who haven’t already figured out how ridiculous that notion is, I’m hatching a plan to take it to the extreme. Phase one. Next time Gogglebox is on, not only am I going to watch it, I’m going to film myself watching it. Then I’m going to watch it back so, phase two will be me, watching myself, watching people watch TV. The project heats up at phase three. I’m going to post my video on YouTube so that millions of people can watch me, watching myself, watching people watch TV. Phase four is when I need your help. I need you to video yourself watching me on YouTube. This an important step because it engages the masses. People can now watch you, watching me watch myself, watching people watch TV. Collectively, we can then push the limits of ridiculousness to the point where citizens will wake from their torpor. The fifth phase requires you to recruit people. While you’re making your video of yourself watching me, watching myself, watching people watch TV, you might want to ask your followers to record themselves watching your YouTube video, et voilà… We now have people watching you, watching me, watch myself, watching people watch TV. I’m hoping that will cause screens to melt, AI to implode, and people around the world to wake up to the magnificence of actual real life. I’m talking about a true awakening. A tap on the shoulder. Hey, it’s not too late. How about engaging with life instead of watching as it sails right on by. How about cutting screen time and investing it in your secret long-term ambition. How about you leading by example. From passive to active. From observing to participating. From meaningless to meaning. From disconnected to connected. From nothing to everything. From lifeless, to life. Andy x