Kidscreen Day 1 - Digital Dimension - You Tube

-->

Speakers: Barry Blumberg, Alloy Digital/Smosh (described as SNL of the internet), AlexCarloss, Google/You Tube, Brian Robbins, Varsity Pictures/Awesomeness TV

Subject: Professional YT channels and YT content ecosphere focusing on the Tween audience.

Alex from Google/You Tube talked of Generation C - Connectors, curators and creatives of our time.

Alex talked about the tween audience in this context.  Gen C is lifeblood of their platform.  But challenge in 2011 - when started channels concept - was that they were a platform  of

'random awesomeness'. Felt there was an opportunity to give  YT some structure which would deliver return  visits and increased engagement.  AND would help ad revenues.

Wanted to create 'lighthouses' of next generation content.

This is where teens/tweens go daily. They connect with and share the content.

AwesomenessTV 70 m views in 6 months, targeting tween audience. Well received by investors - and the Wall Street Journal.  Started with a meeting with Fred, early YT star from Omaha, Nebraska and decision not to take him into mainstream media (MSM). Immediacy was key attractor - make stuff and get it published fast.  Team of 30/40 working on Awesomeness TV now.

Alloy Digital offers a suite of channels - including You Tube's most subscribed channel, Smosh - animation, gaming, fashion, scripted drama and comedy. 94m views  and rising.  21 m  FB fans.  Barry also spotted talent early on  YT - 2006. Kids who lip-synched to Pokemon videos - 9m views. Now lead talent on Smosh.

Secret sauce: Produce regularly, know your audience and give them what they want.

Differences between producing for MSM and YT - no more Nielsen.  Immediate feedback via comments. Pay attention to your community - no arrogance in this space.

Alex from YT says that they create great analytics tools for partners.

Barry noted that seeing some of their content out there makes kids think that they can be creators too.  That can't happen with traditional media.

Teen/tween audience  'lean in' the most, says Alex from Google. They tend to spend most hours on the platform  on a daily basis.  It becomes  a group viewing behaviour  round the computer, instead of  round  the TV.

That said, it's hard to get discovered on YT today, says Brian from Varsity Pictures.

Brian says that IMO is one which relies on social media to drive it - and attract teen girls.  They took big stars on YT and put them alongside stars of  Social media to deliver 5/6 minute daily programme.  Huge hit.

Other sources of revenue apart from YT?  Alloy have some which are 100% funded by YT, others are created with Sponsors or funded  by them.  What's most effective is pairing a brand/channel with an advertiser. Late 2012 they did a programme  for Ubisoft  and launch of Assasin's Creed 3. 30 million views to date.

Alex, from YT, says that majority of funded content on YT is not funded  by them.  Freddie Wong is raising money on Kickstarter for  Video Game  High School, which got 40 m views in Season  1.

Question from the floor about the UK study showing how close kids are to dodgy content onYT which has been released today, UK Internet Safety day.

Alex referred to community guidelines and, basically, ducked the issue. Felt a little like he was unbriefed.