Marketing Meets Revenue Generation – Why YouTube is so important for media owners
Marketing and driving revenue have long been two separate processes carried out in different places – YouTube is the two-birds-one-stone platform that changes this for IP owners.
11.28.2024
Streaming platforms help extend the shelf life of old content, but without marketing, revenues tend to be small. Streaming algorithms can’t be relied on to consistently put your show in front of the right audience. Further, consumers are battered with so many viewing options that even shows they loved end up in the back of a Favorites folder before the end of a season. Simply having great content is not enough, but marketing old IP is rarely profitable. That is, unless the marketing itself generates revenue.
The Two-Birds-One-Stone Platform
YouTube is the No. 2 pencil of the video social media world. It is not the newest, the sexiest, nor the most talked about, but if you use it right, it does everything you need it to. YouTube is one of the longest living social media platforms and for good reason; their creators are well paid, their algorithms are accurate, and the platform fosters viral content.
Revenue
YouTube offers a surprisingly large opportunity for generating revenue. The average creator earns between two to twelve dollars per one thousand views. More specifically, the average earnings for entertainment content hovers around seven dollars per one thousand views [1]. This is far higher than the other social video platforms such as TikTok or Instagram Reels. While seven dollars for a thousand views sounds like pennies compared to what a show can/did earn in it’s prime, we need to account for the community building and viral potential of YouTube.
The medium-length format positions YouTube to capitalize on the low-commitment of short-form content as well as the connection-building aspects of long-form content. Videos can easily rack up millions of views, generating thousands of dollars, in a matter of days. With a large content bank and an experienced team repurposing TV content for YouTube, these videos can be posted daily, all year long, leading to revenues well into seven figures.
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