@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.- Share on Facebook
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Gunther SonnenfeldFri, Jul 06 2012 07:32:39ReplyRetweet0
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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.
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Gunther SonnenfeldFri, Jul 06 2012 07:30:39ReplyRetweet0
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comments - @mikemonello i would argue that YT is not nec. a socnet; content sharing behaviors don’t make it social. people, interconnected, do.
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Gunther SonnenfeldFri, Jul 06 2012 07:26:54ReplyRetweet0
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comments - @mikemonello tech features aren’t the only elements that make platforms social, or the potential to be social.
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Gunther SonnenfeldFri, Jul 06 2012 07:23:33ReplyRetweet0
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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?
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Gunther SonnenfeldFri, Jul 06 2012 07:21:55ReplyRetweet0
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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 $).- Share on Facebook
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Michael MonelloFri, Jul 06 2012 07:17:08ReplyRetweet0
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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.
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Michael MonelloFri, Jul 06 2012 07:10:12ReplyRetweet0
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comments - @mikemonello ah, but that’s just it – Netflix is becoming a real online network, w/ its own culture & new content…
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Gunther SonnenfeldFri, Jul 06 2012 06:42:58ReplyRetweet0
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comments - @mikemonello money issue being rights & net effect.
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Gunther SonnenfeldFri, Jul 06 2012 06:35:30ReplyRetweet0
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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.
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Michael MonelloFri, Jul 06 2012 06:31:17ReplyRetweet0
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comments - @mikemonello sure, but brands don’t take advantage of, support and/or sponsor those communities. for platforms, money issue is both.
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Gunther SonnenfeldFri, Jul 06 2012 06:31:09ReplyRetweet0
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comments - @mikemonello well, if it’s not clear to you, then it bears a revisitation. i can own that.
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Gunther SonnenfeldFri, Jul 06 2012 06:29:44ReplyRetweet0
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comments - @mikemonello seriously! btw, thank you for those points. i included them for clarity in the post ;)
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Gunther SonnenfeldFri, Jul 06 2012 06:25:06ReplyRetweet0
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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).
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Michael MonelloFri, Jul 06 2012 06:25:05ReplyRetweet0
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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.
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Michael MonelloFri, Jul 06 2012 06:22:57ReplyRetweet0
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comments - @goonth Life in a Day. The Beatles influenced everything!
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Michael MonelloFri, Jul 06 2012 06:17:43ReplyRetweet0
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comments - @mikemonello btw, did you mean “Life in a Day”, or “A Day in the Life”?
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Gunther SonnenfeldFri, Jul 06 2012 05:47:14ReplyRetweet0
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comments - @mikemonello i.e. greater affinity for YouTube as a platform, and greater affinity for the media (brand) vehicle…
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Gunther SonnenfeldFri, Jul 06 2012 05:46:04ReplyRetweet0
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comments - @mikemonello if YouTube were to organize & leverage those fan bases, then the brand benefits are far greater on both sides…
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Gunther SonnenfeldFri, Jul 06 2012 05:44:16ReplyRetweet0
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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.
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Gunther SonnenfeldFri, Jul 06 2012 05:41:58ReplyRetweet0
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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…
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Gunther SonnenfeldFri, Jul 06 2012 05:37:13ReplyRetweet0
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comments - @mikemonello but maybe a high-level comparison is just confusing w/out getting into more detail, per your points…
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Gunther SonnenfeldFri, Jul 06 2012 05:35:54ReplyRetweet0
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comments - @mikemonello these are folks who use both platforms & talk about their use of them (from affinity stdpt). content & conversation considered.
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Gunther SonnenfeldFri, Jul 06 2012 05:34:22ReplyRetweet0
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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.
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Michael MonelloFri, Jul 06 2012 05:28:59ReplyRetweet0
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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.
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Michael MonelloFri, Jul 06 2012 05:26:19ReplyRetweet0
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comments - @mikemonello to clarify, “sci-fi” was one of the groups. chose a few others that consume passionately & interact w/ related stories.
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Gunther SonnenfeldFri, Jul 06 2012 05:24:22ReplyRetweet0
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comments - @goonth Red Letter Media’s YouTube take downs of sci-fi films like the Star Wars movies & Prometheus as content or conversation?
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Michael MonelloFri, Jul 06 2012 05:23:43ReplyRetweet0
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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…
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Michael MonelloFri, Jul 06 2012 05:22:54ReplyRetweet0
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comments - @goonth I’m struggling to wrap my head around how the conversation measurement can lead to insights on co-creation potential.
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Michael MonelloFri, Jul 06 2012 05:22:05ReplyRetweet0
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comments - @mikemonello this was a sample set of audience groups based on interests. “sci-fi” enthusiasts talking/sharing about these brands.
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Gunther SonnenfeldFri, Jul 06 2012 05:21:26ReplyRetweet0
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comments - @mikemonello this is a cursory glance, but measured through conversation, media behavior (shares, etc.) & group composition (int. graphs).
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Gunther SonnenfeldFri, Jul 06 2012 05:18:07ReplyRetweet0
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comments - @goonth Example, on one chart, it says conversation measured around topics like “sci-fi.” How is the Netflix/YouTube brand measured in that?
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Michael MonelloFri, Jul 06 2012 05:17:01ReplyRetweet0
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comments - @goonth Right, so curious how network effect is being measured.
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Michael MonelloFri, Jul 06 2012 05:15:38ReplyRetweet0
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comments - @goonth And that’s all measured through conversation? Via mentions of the brand and links to respective sites?
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Michael MonelloFri, Jul 06 2012 05:14:18ReplyRetweet0
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comments - @mikemonello distribution (YouTube) and net effect (Netflix) not one and the same.
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Gunther SonnenfeldFri, Jul 06 2012 05:13:13ReplyRetweet0
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comments - @mikemonello no. saying that Netflix network has stronger connections & stronger content (co)creation possibilities through the brand.
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Gunther SonnenfeldFri, Jul 06 2012 05:11:12ReplyRetweet0
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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?
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Michael MonelloFri, Jul 06 2012 04:59:42ReplyRetweet0
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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…
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Gunther SonnenfeldFri, Jul 06 2012 04:53:26ReplyRetweet0
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comments - @mikemonello technically yes. the point is/was to show the value of their networks, and who has a stronger connection w/ their audiences.
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Gunther SonnenfeldFri, Jul 06 2012 04:50:39ReplyRetweet0
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comments - @goonth I’m struggling with the Netflix/YouTube comparison, they are so different. Wouldn’t Netflix and Hulu be a closer comparison?
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Michael MonelloThu, Jul 05 2012 20:59:36ReplyRetweet0
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comments - And also for you: @briansolis @benkunz @simonmainwaring @jtwinsor @catherinedavis1 -> Connecting Brands & Networks http://ht.ly/c2mVK
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Gunther SonnenfeldThu, Jul 05 2012 09:36:47ReplyRetweet0
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comments - .@mitchjoel @scottmonty @mikemonello @faris @redbull this one’s specifically for you ;) -> Connecting Brands & Networks http://ht.ly/c2mmZ
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Gunther SonnenfeldThu, Jul 05 2012 09:31:49ReplyRetweet0
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