Online video is evolving from an entertainment medium geared toward viewers with short attention spans to a legitimate platform featuring programs running 30 minutes or more.
Long-form content is finding a home online thanks in part to YouTube’s made-for-Web initiative, services such as Netflix and Hulu, and the cord-cutting trend.
“I think our creators always wanted to make longer content — we’re just reaching a certain point in the lifecycle of online video where people have the command over the audience and the budget to make longer video,” says YouTube Next Lab director Tim Shey. “More creators are building huge audiences on YouTube, and once you build a loyal audience online, they all tend to want more.”
Producers are experimenting with more full-length content, and research suggests that consumers are responding, with retention rates of more than 75 percent reported for some archived programs.
GigaOM lists a number of early success stories including Wil Wheaton’s “Tabletop” on YouTube and Wilson Cleveland’s “Leap Year” on Hulu.
“What’s encouraging to me is that the platforms are becoming networks funding their own original series,” says actor/producer Cleveland. “These series are on-par with the broadcast and cable fare audiences have already been comfortably consuming on these same platforms for years. THAT’s the marriage of TV and digital programming realized.”
Online video is evolving from an entertainment medium geared toward viewers with short attention spans to a legitimate platform featuring programs running 30 minutes or more.
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