Warner Bros. Discovery's Natasha Hritzuk found that social video platforms like TikTok and YouTube enhance, rather than detract from, TV and film consumption. Her research indicates a strong connection between engagement with short-form video content and subsequent viewership of full-length programming. Although initial concerns suggested social media posed an existential threat to traditional media, Hritzuk argues that short-form video offers a unique opportunity for marketing strategies, particularly in reaching younger audiences, through innovative and engaging promotional content.
When consumers see a clip, a trailer, a compilation, even fan-generated content, that becomes a powerful signal, a powerful discovery tool, especially for younger generations.
I think the first instinct was, 'Oh my God, is our lunch being eaten by these new platforms?'... But I thought, 'This is simplistic to assume that this is a bad thing until we dig a little bit deeper.'
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