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And to a large degree, Maker Studios chief executive Ynon Kreiz says, that’s true. The Los Angeles-based studio, which helps digital creators produce web content, runs a network of YouTube channels that get more than 5.5 billion pages views each month.
During a keynote talk today at a digital entertainment conference in Cannes, France, Kreiz dazzled the audience with the growth of Maker Studios’ online offerings.
Kreiz said the Disney acquisition was one of the moments when a traditional player realized it was in danger of missing out on the next big thing.
“They had to do something to remain relevant in that space, in the short-form medium,” he said.
Kreiz’s remarks came at the annual MIPCOM conference, one of the largest gatherings of the entertainment industry in the word. The conference mixes digital upstarts, social media leaders, and traditional entertainment leaders.
For the first time, MIPCOM officials were live-tweeting video clips of keynote remarks. You can find Kreiz’s Disney clip here.
Kreiz also threw out some other fascinating tidbits for those watching how the YouTube generation is changing the entertainment business:
— Attention spans are getting shorter on the Web. Kreiz said that, of Maker Studios’ top 100 video properties in the U.S., the average length of a video is less than 4 minutes, down 25% from last year.
— “Many creators start small but grow very fast,” Kreiz said. “Some have subscribers the size of countries.”
— Maker now has 55,000 creators around the world. “We put a great emphasis on quality,” Kreiz said.
— Kreiz argues that new entertainment companies like Maker are doing a better job making money than industries like social media and blogging were at the same point in their history. “This is still an early, nascent industry that probably monetizes way ahead of where it should be,” he said.
— Kreiz said there is also big tech behind Maker’s success. He said the company routinely processes over 2 billion rows of data to “make decisions to engage the audience scientifically.”
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