EXCLUSIVE INTERVIEW: Benjamin Grubbs, Head of Partner Marketing, YouTube APAC
In preparation for Asia’s largest music conference Digital and Music matters hosted in Singapore, TMV caught up with Benjamin Grubbs, Head of Partner Marketing, at Youtube in the Asia Pacific region. Some good insights here folks. Enjoy!
1. With Youtube being the second largest search engine in the world how important is Entertainment video content to YouTube in terms of its overall userbase generally and more specifically in the Asia Pacific region?
Here at YouTube, we want to be the destination for the next generation of channels, and we’re constantly looking to strengthen our video content ecosystem globally to ensure there is a video for every interest and passion, from entertainment to sports to education.
People think differently about media these days. We think a lot about Gen C — an entire generation who is defined by the Internet, mobile, and social networking — and we’re always looking to find new ways of connecting this audience to the content they love. We know from research that the power of sight, sound and motion found in video makes this one of the most potent ways of engaging this group. From Hollywood producers to first-time creators in APAC, YouTube’s goal is to offer people a broad range of high quality content to tune in to on a regular basis.
2. What is the percentage breakdown across all content types on Youtube that Entertainment makes up?
We can’t break out the percentages of content types across YouTube but we do have a wide range of variety on our site, including comedy, music, sports and education. And what we find is that even the educational videos that are part of YouTube EDU can be entertaining! Today, we have 1 billion unique users coming to our site every month to find & engage with the content they love.
3. Youtube are sponsoring the Youtube FanFest powered by HP at the Music and Digital Matters conference in Singapore as part of Music and Digital Matters which is a two night showcase event featuring rising Youtube stars; one Ryan Higa (nigahiga) has had over 1.4 billion Youtube views to date. What level of income can a star receiving such a mind blowing level of video views on Youtube expect to receive from that many views of their content? Obviously, you cannot divulge figures of individual artists or businesses — but surely a ballpark figure can be detailed for a certain level of video views?
Here at YouTube, we want to help people turn their passions into businesses. Many partners have found and built businesses for actively engaged audiences. Worldwide there are now more than one million channels earning revenue through the YouTube Partner Program. And while we can’t break out any profit per view figures, I can tell you that there are there are thousands of channels are making six figures a year, and for many, this is enough to make producing videos for YouTube their fulltime job.
4. What key trends are you witnessing in terms of entertainment content consumption on your platform in the region?
Today, the division between TVs, phones, PC and tablet is quickly disappearing. And what we’re seeing is that the habit of consuming content on just one device is diminishing. Gen C for instance switches between platforms/devices 27x/day — that’s how seamlessly they move between screens, and this also means they’ll want to access YouTube everywhere. To give you a sense of usage, mobile now makes up 25% of YouTube’s total views on a global basis, and in some APAC markets like Korea, it makes up the majority of views on the platform.
5. Where do you see Youtube evolving too, on both a media consumption and technological evolution level in the next five years?
Our goal with YouTube plays to what I just mentioned above. We want to make sure YouTube can move across devices with Gen C, and one of our goals is to ensure there’s a fantastic version of YouTube available across platforms – in your house, in your car, in your bag – wherever you are. We’re making good progress here — already YouTube is available on hundreds of millions of devices (PCs, tablets, mobile phones, smart TVs, gaming consoles).
6. What will you be discussing at Music and Digital Matters in Singapore?
I won’t be speaking at a panel during Music and Digital Matters, though several of my colleagues will be there to speak on behalf of YouTube.
7. On a final note, what is your favorite entertainment focused digital startup you’ve come across in the region?
I think Viki.com is great. Not only are they are aggregating quality content from Asian content producers, but their community is also working on adding subtitles to this local language content so fans from all across the world can enjoy it.
You can catch the folks from Youtube and many other senior industry executives at Digital and Music Matters 21 – 24th May in Singapore. We look forward to meeting some of you there.