Nowadays it is an era in which everyone can create video content.According to YouTube, a video platform, users upload more than 500 hours of new video content to the platform every minute. Many internet celebrities who make videos have achieved great success in terms of income and popularity. Robert Kyncl, YouTube's chief business officer, summarizes the three core elements of the success of these internet celebrities in his new book STREAMPUNKS. YOUTUBE AND THE REBELS REMAKING MEDIA《订阅：数字时代的商业变现路径》.
First, a free distribution mechanism. When introducing the video content distribution mechanism, Kincher made an analogy with the grocery store. He said, "The goods you see on the shelves are all winners after fierce competition." If you want to put your products on the shelf, you have to negotiate with large supermarket retailers. If you want to occupy a favorable position, you'd better provide multiple products together.
In the past, media companies such as Disney and Fox set up their own series of channels, equivalent to goods on shelves, and then negotiated with cable and satellite companies about the configuration（配置）of these channels. A few large media groups in the hands of a few people determine what most of us watch. With the advent of the Internet, YouTube, a website that is willing to offer unlimited free video hosting to anyone, has emerged. Everyone can have a small "shelf space" to share content.
Second,There is a stable source of income . All media companies mediate on the same question: how to provide content that appeals to the wants and needs of audiences? Many companies make use of existing brands to attract network traffic(网络流量）by inviting professionals to create content. YouTube started out the same way, but it later launched a program for partnership to spread advertising revenue to all types of creators. Kincher says the profit sharing system liberates the profession of web content creators, and people can work full-time.
Third, the cost of video and audio production is reduced. With enough money, creators can improve the quality of the video . In the same year that YouTube was founded, Apple decided to add built-in cameras to all its desktops and laptops,which made other computer manufacturer initiate to follow suit. The popularity of smartphones has also promoted the popularity of independent video creators. "Mobile cameras have made it possible for everyone to become creators, and mobile screens have made everyone a potential audience."
Kincher said that the competition is no longer about the right to put on the shelves or join the cable TV package, but about the fight for audience's time. Furthermore, it is the audience's attention that matters concerning making profit.
These are the three core elements of a video producer's success summed up by YouTube's Chief Commerce Officer.
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