Google, as usual, has snuck something new into the marketplace that could shake things up drastically. PopTub is a web celebrity news show produced by the creator of Who Wants To be A Millionaire.
"Poptub is intended as an Entertainment Tonight for the YouTube set that will yield thousands of episodes, not to mention a more curated point of entry to YouTube, which it has been criticized for lacking," adweek.com says.
PopTub is a YouTube resident. As Google's PopTub creates content rather than just providing access to content other people created, it gives them full control over ad serving.
"The Google Content Network (GCN) will be used to propagate the shows across many sites, and provide the targeted advertising which will decide if the venture is a commercial success," Techradar says. "Of course, should Google make a success of this type of show, it could become a key threat for major broadcasters. Holding around two thirds of the global search market means that Google potentially holds the keys to the kingdom in terms of online broadcasts, should it leverage its dominance."
Why This Trend Is Growing
- Cewebrity News Shows
- The creation of PopTub, a YouTube-based web celebrity news show may inspire other online streaming giants to create similar shows.
- Content Creation for Ads
- As PopTub creates its own content and controls its own ad serving, it could inspire other companies to explore similar business models to maximize ad revenue.
- Curated Point of Entry to Youtube
- PopTub's approach to curated content for a specific audience demographic could inspire other companies to create similar points of entry to effectively target audiences.
Industries Being Reshaped
- Streaming
- Streaming services may experience a surge in interested creators and investors looking to develop content to attract larger audiences.
- Online Advertising
- PopTub's business model could inspire online advertising companies to develop ads that are specifically tailored to creator-generated content.
- Broadcasting
- Major broadcasters may want to refine their online presence and focus on creating web-based content for a specific target audience rather than traditional broadcasting methods.
