03:16:31 · John Coogan, Reed Duchscher
[03:16:31] S0: Yeah. What do you think about this this idea that like YouTube just seems to be coalescing around the old TV formats like MrBeast, it feels like he landed on like, oh, it's about a twenty two minute video which is like exactly how long Mhmm. Like an episode of The Simpsons is in a thirty minute time slot. And then there will be around eight minutes of ads because that's just the ad load that TV discovered and some of those will be in in the video and some of those will be out of the video. But effectively, it just feels like humans landed on like, yeah, like half an hour slot. [03:17:03] S9: Yeah. I I think a a lot of it comes down to, yes, you can put multiple mid roll ads within a twenty two minute video Yeah. And so you can kind of just understand like how many mid rolls you can fit in a twenty two minute video. But TV watch time on YouTube is now I believe 11% of of watch time consumed on an actual, like, smart TV. [03:17:21] S0: Mhmm. [03:17:21] S9: And so YouTube also is feeding those those videos into a system. And and YouTubers have gotten smart. A lot of them have syndicated their videos on other platforms like an Amazon or a Tubi. And in those formats, usually you have to deliver a video that's like twenty to twenty five minutes in length. Mhmm. You can't distribute a ton of videos that are nine minutes onto Amazon or Tubi or some of these other places. And so I think just creators have gotten smarter Mhmm. Over the years of like playing to the how do I get high AdSense and how do I syndicate my content on other platforms.
03:17:21 · Reed Duchscher, John Coogan, Tyler
[03:17:21] S9: And so YouTube also is feeding those those videos into a system. And and YouTubers have gotten smart. A lot of them have syndicated their videos on other platforms like an Amazon or a Tubi. And in those formats, usually you have to deliver a video that's like twenty to twenty five minutes in length. Mhmm. You can't distribute a ton of videos that are nine minutes onto Amazon or Tubi or some of these other places. And so I think just creators have gotten smarter Mhmm. Over the years of like playing to the how do I get high AdSense and how do I syndicate my content on other platforms. [03:17:51] S0: Yeah. There's, like, these, one off ARB opportunities, I feel like, that happened. Like, for snap Snapchat was a was one for a while where the the creator monetization program was really good. I don't know if it still exists in the same, like, lucrative way, but there was a moment where it was like, if you have a backlog on YouTube, just go put it on on Snapchat because you're [03:18:08] S2: just making money. [03:18:08] S9: It still exists, but it you have to make native content. So the the ones that do well like David Dobre does really well on Snapchat, but he's making a 100 plus pieces of content a day. And then the the programmatic ads are just like slated. Yeah. He's he's posting a 100 times a day. So so it's like mean, there's a lot of creators that are doing this where it's just like spam posting your entire day. [03:18:28] S0: Okay. [03:18:28] S9: So you're you're essentially vlogging your entire day, you're filming it in ten to fifteen second increments.
03:18:28 · Reed Duchscher, John Coogan, Stacy Rasgon, Jordi Hays
[03:18:28] S9: So you're you're essentially vlogging your entire day, you're filming it in ten to fifteen second increments. [03:18:34] S0: Okay. [03:18:34] S9: And so people will just like continue to click and like watch the entire video and then Snapchat will insert ads Okay. [03:18:40] S6: And that [03:18:40] S9: whole thing. Yeah. Yeah. That makes It's done well. Yeah. I don't know if gonna continue like that. I don't know if Snapchat will continue to be able to sell ads within that system, but it's worked for the for the biggest creators at least the ones [03:18:50] S1: that prediction there were there was sort of the the, the era in which a podcaster could get paid 50 to a $100,000,000 to, like, go exclusive. That kind of happened. There was the same thing happened in live streaming. Do you ever expect like, I I don't think both of those have, necessarily panned out that well for the platforms. Do you do you expect somebody to like try to run that playbook back again to like kick start a new network? Or do you think it's been learned enough times that it's not necessarily
03:18:50 · Jordi Hays, Reed Duchscher, John Coogan
[03:18:50] S1: that prediction there were there was sort of the the, the era in which a podcaster could get paid 50 to a $100,000,000 to, like, go exclusive. That kind of happened. There was the same thing happened in live streaming. Do you ever expect like, I I don't think both of those have, necessarily panned out that well for the platforms. Do you do you expect somebody to like try to run that playbook back again to like kick start a new network? Or do you think it's been learned enough times that it's not necessarily [03:19:22] S9: I don't know. It always kinda feels like someone has to continue to try to spend a $100,000,000 to create a competitor to Twitch or YouTube or TikTok. So I I don't think it'll be the last time. I do think someone else will come to the system and put up money to do some of these things. Mixer probably won't be the last like competitor to Twitch that fails. I would imagine someone else is gonna try and do it and they're gonna be able to raise a ton of money to try. But we've just seen time and time again that like even in the Twitch example, the community on Twitch is hard compete against. If you're a mixer, you could spend a $100,000,000 and still not even put a dent. Yeah. And like Kick is trying this right now. They're probably the newest one, which is like owned by Stake. And they've spent hundreds of millions of dollars on trying to figure out how to compete with Twitch and they just really haven't been able to like really crack any of the livestream [03:20:11] S0: has not gotten into livestreaming yet. [03:20:13] S9: That may happen.
03:20:13 · Reed Duchscher, John Coogan, Tyler, Jordi Hays
[03:20:13] S9: That may happen. [03:20:14] S0: Microsoft, Google, Amazon, all these companies have [03:20:18] S2: Mhmm. [03:20:18] S0: Plays in livestreaming but not NVIDIA. [03:20:21] S1: What What's your point of view on creator payouts on different platforms? Feels like, obviously, you would love for platforms like Instagram to do at scale creator payouts. We've had a debate on the show whether x payouts are good. And we ultimately got to a place where we think like creator payouts on x make the platform worse because the content is relatively easy to make. And if you just create this sort of like profit motive on the platform, it just floods the the platform with content that I wouldn't say the content is like better today than it was like five years ago Mhmm. Pre creator payouts. Whereas on YouTube, making great videos is really hard. And so you talked about it like there's if you can be in one of the top channels, you can make a great living doing it and that has a very positive effect and that more people can spend all their time, you know, creating content. But curious what your view is. [03:21:16] S9: Yeah. I think on X, like, they reward shit posting. Yeah. Like, in all the, like, Twitter meme accounts or X meme accounts. Like, if you start getting likes and retweets, like it just continues to go. And so like memes do really well or just shit posting does really well. On YouTube, it now like comes down to statistics. Like you need a good click through rate and a high retention or else [03:21:35] S0: Mhmm.
03:21:35 · John Coogan, Reed Duchscher
[03:21:35] S0: Mhmm. [03:21:36] S9: The YouTube is not gonna recommend your videos. So it's really hard. Like, it's impossible to shitpost on YouTube. You can like have a clickbait thumbnail, but if the video assets stinks [03:21:45] S0: That was the craziest thing. Mister Beast released that video. It was like, here's his video to like ten years in the future or something, and I think it flopped. Like, I think it it was [03:21:54] S9: It was only three minutes in length. Yeah. [03:21:55] S0: Yeah. It only three minutes in length. It just wasn't in the meta. And even though it's like, it was mind blowing thing and, you know, it's this moment, it's still just like the algorithm expects twenty minutes and a million dollars poured into the production. And so your your face video, you're just like, hey, to the camera video, even though it's novel, just doesn't break through in the same way. [03:22:12] S9: But but if x is ever gonna compete with YouTube, they have to monetize. Right? Like, they have to sell ads. Sure. So I I just I I don't know where they're kind of at in terms of like, do we need a video player? You guys obviously live stream on [03:22:24] S0: Yeah. Yeah.