YouTube has released some navel-gazing on the current state of video consumption, audiences and what-not. And interesting reading it makes too, with three big takeaways.
Firstly, 40% of the younger Gen Zs think of themselves as video content creators of some sort, whether it be creating video, memes, or just commenting. That’s quite a staggering number, even if few of them are doing it for a living most see it as a “thing” they do. Cor.
Secondly, having more formats (long-form, short-form, podcasts, live streams etc) gives these creators more opportunity to break through. No longer is it down to blogging, wordsmithery, and the whims of a search engine (or at least, not just Google anymore). This is brilliant. I’m all for multi-format content. I’ve told clients for years to produce multiple forms of each piece of content. Occasionally I’m listened to.
The final thing is that audiences are starting to like / love AI (apparently) as more creators use it. I’m pretty sure this is a chicken and egg situation. If AI saturates creation and production processes as it is able to do, then guess what… if you like the content, you like AI. I think this is puffery. Parts of AI, like AI narration, drives people bonkers; other parts like magic image clean up are loved to bits; and everything in between.