NEWS | YouTube to introduce paid video service


Google Inc.’s YouTube, which has signed up partners for a new paid video service, may find out by early next year whether its own Internet stars really are as valuable as those in Hollywood.

Partners accounting for more than 90 percent of YouTube viewing have signed on to the paid service, the company said in a statement. While the lineup incudes home-grown celebrities and music videos, YouTube so far doesn’t have TV networks such as Fox, NBC and CBS, according to people with knowledge of the matter who asked not to be identified discussing the project.

TV staples like Fox’s “Futurama,” NBC’s “Parks & Recreation” and CBS’s “Under the Dome” are a featured part of competing products from Netflix Inc. and Amazon.com Inc. Without shows like those, YouTube’s commercial-free service will have to attract paying viewers with original series, music videos and thousands of its channels already available for free.

“We are progressing according to plan,” YouTube said. “We have support from the overwhelming majority of our partners, with well over 90 percent of YouTube watchtime covered by agreements, and more in the pipeline about to close.”

Read More: Bloomberg Business


YouTube Stars Becoming More Influential Than Traditional Celebs, Even Among Adults

The rise of the huge YouTube celebrity in the past few years is usually discussed in the context of youth marketing, and basically how the kids are these days with their YouTubing and such and such tend to care more about their little videos than traditional marketing efforts like celebrity endorsements. Well, now that grumpy-old-man logic can be applied to adults as well.

Via Tim Peterson at Advertising Age in the article "Here Are the 10 Most Influential YouTube Stars Among Adults," adults are becoming just as influenced by YouTube celebrities as members of the youth demographic. And these online stars have a much greater level of influence than the people we think of as 'traditional celebrities.'

University of Southern California marketing professor Jeetendr Sehdev conducted a survey of 1,500 18- to 59-year-olds and found that, among other things, YouTube celebs are up to five times more influential than other celebrities, because of the usual reasons you'll find in articles about YouTube celebs; they are more relatable, and seem much more like real people. According to Sehdev, "the appeal of YouTube stars is that the audiences feel that they own them, that they have an equity stake in them, that they actually made them."

Sehdev also cited a very specific difference between popularity and influence, with influence being the much more valuable commodity for marketers and brand managers. As Sehdev states, influence is what will "move the needle."

Read More: Social Media Today 


Here Are the 10 Most Influential YouTube Stars Among Adults

YouTube stars are often considered a new breed of celebrities most influential with younger audiences, particularly teens. But they also carry clout with adults, and increasing, more clout than traditional Hollywood stars.

Adults in the U.S. consider YouTube stars to be up to five times more influential and believable than traditional celebrities, according to a study conducted by University of Southern California marketing professor Jeetendr Sehdev. The study's findings could hold particular significance to brands looking to hire new celebrity spokespeople.

"What brands want to know more than anything else is who is the person who is going to most convince somebody to part with their dollar, who's the person who's going to influence a behavior change where I'm actually going to buy the product. That is influence," Mr. Sehdev said.

Read More: AdAge


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Launching a new worldwide Social Interactive TV platformElexu™ (pronounced: elects you!) is a global media company headquartered in London. 

Elexu's technology merges existing formats of online social networking with television to create the first truly interactive social TV experience. iVO, our interactive overlay player is the first commercial release utilizing the innovative broadcast technology behind our flagship TV offering.

Elexu offers brand, charity and agency partners the unique opportunity to produce and distribute high-quality, entertaining, interactive content at a fraction of the cost, time and resources normally associated with broadcast. This critical step change, coupled with Elexu's ability to deliver unparalleled insight into customer preference, sentiment and behaviour, makes Elexu the ideal partner for brands seeking innovation in their social media, customer engagement, experiential marketing, e-commerce and R&D activities.  

In addition, ElexuTV gives aspiring youth the opportunity to showcase their talents, grow their fan base and fund personal and charitable projects. Joining Elexu's online community enables members to monetise their content, viewership and community-building activities. Moreover, members can vie for valuable endowments in high-profile, brand-sponsored competitions. The best of these competitions are serialised for broader IPTV distribution as interactive reality programming.

Channel sponsorship on ElexuTV is currently accessible to a select number of Partnership Programme members.

Visit elexu.com/invite for a VIP invitation.


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