CBS Hearts YouTube (!)<< Xbox 360 Video Marketplace: A New Home Hub? | Main | The Most Dangerous Game? >> Joseph Laszlo | November 22, 2006, 02:02 PM The Hollywood Reporter today, er, reported that CBS is seeing some good results from its promotional efforts on YouTube, providing further evidence that media companies can indeed reap promotional benefits from distributing video clips online for free. In its first month as a YouTube partner CBS has posted over 300 clips, and clips from 3 shows rank in the top 25 most viewed on YouTube. Most interestingly, CBS cites 7% increases in TV ratings for David Letterman and Craig Ferguson's late evening shows, since clips from those shows started being posted on YouTube. I don't think anyone's going so far as to attribute the entire ratings increase to YouTube (though I'm sure YouTube would love that). But even if YouTube is only a contributing factor, it's still intriguing evidence that viral, user-shared video at least doesn't hurt, and seems like it helps, ratings. Our consumer survey data, too, suggests most people view Internet video as a complement, not a substitute, to video viewed on TV. I've got an upcoming report in our TV and Filmed Entertainment service that looks at this in more detail, or Jup clients should set up an inquiry to discuss. |
 Subscribe for free JupiterResearch email updates:
|