People can watch online video as they wind down at night. Or in two minute breaks between classes. Or from 8.00 p.m. to 9.00 p.m. on a TV screen. This ability to watch whenever, wherever has influenced not only how people watch, but what they watch. We asked six industry leaders across strategy, media and creative about how video viewership and content have evolved – and what it all means for brands.
“My entire MBA was supplemented through YouTube,” said Nicolas Chidiac, chief strategy officer at Rokkan. On the flip side, Steven Bartlett, CEO of the Social Chain Group, is in more of a browsing mindset. “I come to YouTube with nothing in my mind, with the understanding that it’s going to show me content that’s important to me, things that I’ll care about.”