Youtube顛覆感官世界
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????YouTube還在靠貓咪視頻和病毒式營銷打天下？那已經是老黃歷了。過去兩年里，YouTube經歷了重大變革。谷歌（Google）擁有的這個網站已經成為專業化內容創作者們與觀眾交流的合法平臺。Awesomeness TV、Maker Studios和Machinima這樣的新型數字工作室正依靠YouTube茁壯成長起來，利用著名和新興創作者們的視頻內容積聚了大量觀眾，常常比那些熱門的有線電視節目還要多，獲得的收入和交易數以千萬計。 ????《財富》（Fortune）雜志封面故事《YouTube改變一切》（How YouTube changes everything）這樣寫到，YouTube不是打算毀掉電視，但顯然它正開始顛覆主流娛樂行業。“如果說第一波視頻娛樂時代是擁有少數頻道的廣播電視，而第二波潮流是擁有幾百個頻道的有線電視，那么現在網絡正化身為擁有數萬個迎合不同觀眾口味的頻道。在這個新世界里，YouTube不僅是最大的分銷平臺，還是組織形式。可以把它想象成下一代康卡斯特（Comcast）、時代華納有線電視公司（Time Warner Cable）和考克斯通信公司（Cox）的結合體，但它的模式略有不同：它是一個任何人都可以上傳內容的開放平臺，而YouTube攫取了接近一半的廣告收入。” ????雖然谷歌從YouTube那里獲得了數十億美元營收，但很多內容創作者們渴望更好的商業化形式。正在度過黃金時期的電視仍然占據著統治地位，《權力的游戲》（Game of Thrones）等熱門劇集和體育賽事直播節目斬獲了更多的收入。部分問題在于，廣告主仍然認為電視觀眾的價值超過了YouTube觀眾。但谷歌和其他公司正在努力改變這種觀念。Awesomeness TV的布萊恩?魯賓斯是娛樂行業資深人士，他認為終有一天觀看就是觀看，無關平臺。如果這一點變成現實，YouTube和電視的世界將真正交匯在一起。（財富中文網） ????譯者：千牛絮 |
????Cat videos and viral hits? No more. Over the past two years, YouTube has undergone a radical transformation. The Google-owned site has emerged as a legitimate platform for professional content creators to communicate with their viewers. A new breed of digital studios like Awesomeness TV, Maker Studios, and Machinima are thriving on YouTube, gathering massive audiences -- often bigger than those of popular cable shows -- with episodic content from established and up-and-coming creators. The money and deals are pouring in by the tens of millions. ????As the Fortune cover story, "How YouTube changes everything" says, YouTube (GOOG) is not about to kill off television, but it is definitely starting to disrupt mainstream entertainment. "If the first era of video entertainment was network television with a handful of channels and the second wave was cable with hundreds of channels, the web incarnation is about tens of thousands of channels tailored increasingly to niche audiences. In this new world, YouTube is not only the biggest distribution platform but also its organizing form. Think of it as a next-generation Comcast (CMSCA), Time Warner Cable (TWC), and Cox all rolled into one, but with a slightly different model: an open platform where anyone can put up content, and where YouTube grabs nearly half the ad revenue." ????Yet while Google itself is reaping billions in revenue from YouTube, many content creators are still hoping for better monetization. Television, which is going through its own golden age, with hit shows like Game of Thrones and live sports commanding ever larger checks, still rules. Part of the problem is that advertisers still value a TV viewer more than they do a YouTube viewer. But Google and others are working to change that. Awesomeness TV's Brain Robbins, an entertainment industry veteran, predicts that there will be a day when an eyeball is an eyeball, no matter the platform. When that happen, the world of YouTube and TV will truly collide. |
