As of now YouTube has become the top viewed media platform in history. It surpassed the previous top-spot holder Disney with over 10% of the overall TV usage in the world. This marks a new age of shift of entertainment resources where the internet has taken over the traditional TV. Internet and online content dominate today’s media.
Earlier the promos for films were shown to us through TV, but now, the internet takes it over. Recently released films like Deadpool and Twisters saw 80% of their promo views from online platforms. What was left (20%) was viewed through the traditional TV shows. This shows the pace in which online media is progressing. TV is now losing the grasp over the people as it used to have. Introduction of TV slowly has dominated the reading space and now with the introduction of Internet media platforms, the same treatment is being given to the TV.
Even in the case of the sequel of Beetlejuice, we will find the dominance of the internet compared to TV. The promos for the film online on YouTube outpaced the TV marketings, where the clips on TV generated only 47% of the views compared to the online videos. The dominance of the internet is clearly evident.
With the Internet and especially YouTube’s dominance, the market (not unaware of this new trend) too is focusing on online content and marketing strategies rather than traditional methods. YouTube provides a far wider reach for the makers with less discrepancies than the traditional methods. It can reach audiences on the global level and more interactive contents like polls, challenges etc. can be done that actively engages the fans gaining more support from them.
YouTube has multiple creators offering diverse content that can appeal to different sections of the society. This creates content that appeals to every section of the society. Separate contents are made for GenZ, other older generations, LGBTQ+ community etc. This offers a ‘tailored’ marketing strategy that appeals to every kind of audience. YouTube is a free space with minimal maintenance and investment required on promoting a project like a film. This makes it the automatic choice of the studios in the first place to market a film.
Finally, YouTube’s direct engagement with the audience in the form of comments, contests etc. makes it a more engaging option for the fans as well. This makes YouTube a key player in the field of film and series promotion in the modern times. TV becomes a traditional method with the advent of Internet media and in its ashes the online marketing options arise.