Colin Rosenblum

You rocked it, bro. That was great. Hey, everybody.

Yeah. I mean, it's difficult to create right now within a vacuum, right? I would say even opening up TikTok, the first couple of TikToks you see are going to show you what works. Totally. Right? So it's hard to create something now that I know what works, now that I know what people will see. If that's the objective, audience growth.

A true artist does not necessarily care if someone watches their work.

But a true artist doesn't always know actually what they could do to get people to watch their work. And so we immediately know what would work. And so you find for a lot of creators, they're on two ends of the spectrum. They're either an artist or they're a distributor. But to be an impactful creator, you kind of actually need to lean more towards distributor.

You need to be like that programming executive that's like, okay, well, Spider-Man worked. Let's do it again. Let's do it again. Let's do it again. Let's do it again.

You can't even see his face.

Especially if we're talking about streaming, I think it's a realistic path for the top. And I don't look at it as like selling content, I look at it as selling distribution. Like bringing distribution and audience.

To these platforms.

Yeah, I think where it's probably going, there's an interesting case study, there's a YouTube channel called Amazing Digital Circus, which is an animated channel, and they did a deal that is super unique, I think the first of its kind, where they will be distributing on Netflix at the same exact time as they distribute on YouTube.

So Netflix licensed the content, and it's coming out at the same time.

We spoke about this recently, but there already are some shows on cable that are starting to act more like... digital channels, more like YouTube channels. If you look at Saturday Night Live or you look at Late Night, those are actually just a bunch of segments that can work really well when uploaded to YouTube or to the internet.

And I think when you bring up Fox News, news is actually one of the last genres of cable to try and figure out or be able to figure out how to put themselves into segments that work at the 20 plus minute range, which is what's working on YouTube right now.

When I say 20 plus, I mean like that's like the minimum. I see what you're saying. It's like 20 and continuing to go.

Turn on ESPN at any moment and it looks like you're watching a podcast. When you see his show, the production level is pretty low.

Thank you.

Sure. I don't think you can underscore the importance of the YouTube app on TVs, just the fact that there was now a free option. And you have people who are in a setting where they want to actually sit and consume something for a longer period of time.

So as creators started putting out longer videos, they started serving more ads, making more money, investing back in their channels, in their shows. And now they can actually produce things consistently. They can make things better. They can elevate it. They can make them longer. And that's what you're seeing now. I mean, like 50% of our watch time is on connected TVs.