Targeting Your Target Audience

Is Netflix taking over?

BARB (Broadcaster's Audience Research Board) Report:

The BARB Report shows that SVOD services are becoming increasingly popular.

Subscription Viewing on Demand

POSITIVE Implications:

• More platforms to show your video on
• Ability to target niche audiences
• Ability for publisher to shop around to get a good deal in exchange for a SVOD to show your video
• Video On Demand - No time restriction - people can watch whenever they want

NEGATIVE Implications:

• Viewers can choose not to pay if they feel it costs too much - risk of piracy
• So many platforms mean you could get paid less for your video
• More platforms means more competition
• Viewers expect more
• Piracy - smaller artists not making any money - can't make a career out of it
• Many people don't pay for music anymore - usually just watched on YouTube or illegally downloaded.

Example music video budgets:

Macklemore "Wings" - $18,269 (2011) - Product Placement (Nike Shoes) basically Nike advert

Michael Jackson "Beat It" - $150,000 (1983)

If made professionally our music video would cost approximately $30,000 

It is difficult for independent artists to compete with other, well established musicians.