Erwin predicts, writes about the future & developments today.

Brand: Youtube

(all brands)

YouTube to television

YouTube now has a special TV version: YouTube for Television shows the movies on your tv using the Nintendo Wii and the PlayStation 3. The viewer can navigate the site shown on the tv with their remote. The navigation has been especially adapted for tv. Bigger text fonts keep the whole legible. YouTube Television is available in 22 countries and 12 languages.

Future vision by Erwin Van Lun

And this is how the landscape of home entertainment coaching brands is beginning to get shaped nicely. A few large parties will be left in the world and they’ll make a selection for us from all content every created in the world. YouTube will undoubtedly be one of them. And as I already wrote in my book: “In 2015 there’ll be a few leftovers of broadcasting services”. A destructive approach, but that’s the future.

Related trends

YouTube places MGM movies

Metro-Goldwyn-Mayer Studios, better known as MGM, will be the first big movie studio which places 'full-length' movies on YouTube. Currently the movies are older ones and episodes of television series from the past which still have to be converted into a format suitable for YouTube. Viewers can watch these movies for free thanks to advertising.

Future vision by Erwin Van Lun

Currently for free, but soon we’ll gladly pay for movies. Because with paying customers YouTube can finally do what it was created to do: entertaining people. And with all possible content ever created. That’s why YouTube is a home entertainment coaching brand in the making. Currently predominantly on the PC, but in a few years 95% of YouTube’s content will be watched on the big screen in the living room.

Related trends

YouTube broadcasts old TV series

YouTube will begin to broadcast whole tv-series of the American CBS. It concerns series such as Beverly Hills 90210, Star Trek: The Original Series and The Young and the Restless. YouTube currently hopes to generate more advertisement income, because before, during and after the episodes there'll be advertisements. Its goal is to show more tvhits in the future. YouTube is already negotiating with other TV channels to make similar deals.

Future vision by Erwin Van Lun

This is how home entertainment coaching brands are slowly shaped. They collect all content ever created, in any country, in any language, in any format, and will start to entertain us personally on the couch. For now behind the computer, but next year there’ll be innovations that will definitely turn the tv into a very personal medium, just like the computer is now. But then nice and easy sitting and getting entertained without complicated clicks. Just ‘surprise me!’. For now with advertisements, soon we’ll pay a very reasonable price, per minute. This predicted reality is coming ever closer.

Related trends

YouTube sells Amazon music

YouTube sells music to Americans through iTunes and Certain music videos are shown with an additional button: 'download this music'.

Future vision by Erwin Van Lun

This is how music videos and music are slowly brought back together. Soon we’ll buy music and choose all kinds of variants. Do we want the sheet music too? Do we want just the vocals? Just the instrumentation? Do we want the video as well? Or maybe with a holographic projection? Or do we want to record it ourselves and sell it again? Or compose our own music video? Soon we’ll be buying an experience, or better: we’ll have a subscription to audio entertainment, or better: audio experiences. The digital troubadour is at our side. This is only a beginning.

YouTube now also on mobile phone

Video sharing site YouTube can now also be entered through mobile phones. At a special menu is available (mc, Dutch). All brands automatically adapt their communication with the consumer to the size of the display. The information we can see on this small display will later be in line with our personal profile: what did our friends (or friends of friends) watch? If we then want to see a bigger image, we just have to keep our mobile phone close to a bigger display and transfer it with our fingers, and a real full-screen experience can start. Interactive, if we want. This is a small step in that direction.

YouTube internationalizes

YouTube is going to internationalize. Local sites for Brazil, France, Ireland, Italy, Japan, Poland, Spain, the UK and the Netherlands will be created. In a first phase every local site will be translated and given a local start page and search function. Afterwards every site will be given a 'local' user experience that makes it possible to have, amongst others, country-specific rankings and commentaries. Brands are entering an (automated) dialogue. To start with by speaking the consumer's language, then by taking over the consumer's specific idiom and later even their accent in pronunciation. With that brands will become a full conversational partner. This is a small step in that direction.

YouTube goes local

Videosharing site YouTube is going to localize its services. There will be local sites in Brasil, France, Ireland, Italy, Japan, Poland, Spain, the United Kingdom and the Netherlands. In the first phase, the YouTube site will be translated locally, and have a local starting page and search engine. After that, every site will get a 'local' user experience function, which among others will make it possible to make more country-specific lists and comments (dc, Dutch). Brands start (computerized) dialogues. First by speaking the consumer's language, then by taking over the specific use of words of the individual and later even the specific pronunciation. Doing this, brands become 'people' we like to talk to. This is a small step in that direction.

YouTube shares income with users

Video site YouTube shares its advertising income with its users. It calls these people user-partners. User-partners are treated as other content partners (yt). Brands, especially new brands, unite people. People who structurally or incidentally add value to the brand, are rewarded. Other people pay for that (now we pay indirectly, through advertisements, but in the end we will pay for the services, the experiences offered). Many brands will start using this form of co-creation. This is only the beginning.

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