Latest / Kids Media Club Podcast / Beyond Micro Dramas: How Major Media Companies Are Winning with Vertical Video Strategy | OTT Question Time 2025

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Beyond Micro Dramas: How Major Media Companies Are Winning with Vertical Video Strategy | OTT Question Time 2025 · Kids Media Club Podcast

• 0:00
  Foreign.
• 0:06
  Hello,
• 0:06
  and
• 0:07
  welcome
• 0:08
  to
• 0:08
  another
• 0:09
  episode
• 0:09
  of
• 0:10
  the
• 0:10
  Kids
• 0:10
  Media
• 0:11
  Club
• 0:11
  podcast.
• 0:12
  And
• 0:12
  we
• 0:13
  are
• 0:13
  here
• 0:13
  in
• 0:13
  London
• 0:14
  at
• 0:14
  the
• 0:15
  OTT
• 0:17
  Question
• 0:17
  Time
• 0:18
  event.
• 0:20
  And
• 0:20
  we're
• 0:20
  in
• 0:20
  person
• 0:21
  as
• 0:21
  well.
• 0:21
  We
• 0:21
  are.
• 0:22
  We're
• 0:22
  all
• 0:22
  crowded
• 0:23
  around
• 0:23
  a
• 0:23
  time
• 0:23
  I
• 0:24
  get
• 0:24
  up
• 0:25
  close
• 0:25
  and
• 0:25
  personal
• 0:25
  in
• 0:25
  the
• 0:26
  side
• 0:26
  room.
• 0:27
  It's
• 0:27
  lovely
• 0:27
  to
• 0:27
  be
• 0:27
  all
• 0:28
  together,
• 0:28
  though.
• 0:28
  It
• 0:29
  is.
• 0:29
  It's
• 0:29
  good.
• 0:29
  But
• 0:29
  I
• 0:29
  still
• 0:30
  don't
• 0:30
  know
• 0:30
  how
• 0:30
  to
• 0:30
  take
• 0:30
  my
• 0:30
  cues
• 0:31
  from
• 0:31
  you
• 0:31
  in
• 0:31
  person.
• 0:34
  Well,
• 0:34
  so
• 0:35
  currently
• 0:36
  we
• 0:36
  are
• 0:36
  at
• 0:36
  the
• 0:36
  end
• 0:36
  of
• 0:37
  day
• 0:37
  one
• 0:37
  of
• 0:37
  OTT
• 0:38
  Question
• 0:38
  Time
• 0:38
  Live,
• 0:39
  which
• 0:39
  has
• 0:39
  been
• 0:40
  really
• 0:40
  interesting.
• 0:40
  Oh,
• 0:40
  yeah.
• 0:41
  Just
• 0:41
  came
• 0:41
  out
• 0:41
  of
• 0:42
  a
• 0:42
  CTV
• 0:42
  panel
• 0:43
  and
• 0:43
  learned
• 0:43
  a
• 0:43
  lot
• 0:43
  about
• 0:44
  connected
• 0:44
  TVs,
• 0:45
  probably
• 0:46
  more
• 0:46
  than
• 0:46
  I
• 0:46
  ever
• 0:46
  realized
• 0:47
  that
• 0:47
  I
• 0:47
  should
• 0:47
  know.
• 0:48
  But
• 0:48
  we're
• 0:49
  going
• 0:49
  to
• 0:49
  kick
• 0:49
  off
• 0:49
  with
• 0:50
  Emily,
• 0:50
  who
• 0:51
  hosted
• 0:51
  the
• 0:51
  very
• 0:52
  first
• 0:52
  panel
• 0:52
  of
• 0:52
  the
• 0:53
  day,
• 0:53
  in
• 0:53
  fact,
• 0:54
  of
• 0:54
  the
• 0:54
  show.
• 0:55
  So
• 0:56
  you
• 0:56
  take
• 0:56
  the
• 0:56
  stage.
• 0:57
  Tell
• 0:57
  us
• 0:57
  a
• 0:57
  little
• 0:57
  bit
• 0:57
  about
• 0:58
  what
• 0:58
  you
• 0:58
  spoke
• 0:58
  about
• 0:59
  this
• 0:59
  morning.
• 0:59
  Yeah,
• 1:00
  it
• 1:00
  was
• 1:00
  a
• 1:00
  lot
• 1:00
  of
• 1:00
  responsibility.
• 1:01
  So
• 1:01
  I
• 1:01
  chaired
• 1:02
  a
• 1:02
  panel
• 1:02
  on
• 1:02
  vertical
• 1:03
  video
• 1:04
  and
• 1:04
  we
• 1:04
  had
• 1:05
  a
• 1:05
  great
• 1:05
  mix
• 1:05
  of
• 1:05
  people.
• 1:06
  We
• 1:06
  had
• 1:07
  people
• 1:07
  from
• 1:07
  the
• 1:07
  digital
• 1:07
  commissioning
• 1:08
  side
• 1:08
  of
• 1:08
  Vertical
• 1:09
  Video,
• 1:09
  we
• 1:10
  had
• 1:10
  people
• 1:10
  from
• 1:10
  the
• 1:10
  commercial
• 1:11
  side,
• 1:11
  we
• 1:11
  had
• 1:11
  folks
• 1:12
  on
• 1:12
  Discovery,
• 1:13
  and
• 1:13
  we
• 1:13
  had
• 1:13
  folks
• 1:13
  from
• 1:14
  the
• 1:15
  user
• 1:15
  experience
• 1:16
  of
• 1:16
  vertical
• 1:17
  video
• 1:17
  apps
• 1:18
  and
• 1:19
  overall
• 1:20
  TV
• 1:20
  apps
• 1:21
  and
• 1:21
  mobile
• 1:21
  apps
• 1:21
  in
• 1:22
  general.
• 1:22
  So
• 1:23
  it
• 1:23
  was
• 1:23
  a
• 1:23
  really
• 1:23
  great
• 1:23
  panel.
• 1:23
  We
• 1:23
  had
• 1:24
  people
• 1:24
  from
• 1:24
  Paramount,
• 1:24
  people
• 1:25
  from
• 1:25
  BBC
• 1:25
  Studios,
• 1:26
  people
• 1:26
  from
• 1:26
  Grey
• 1:26
  Stone,
• 1:27
  Nielsen
• 1:27
  and
• 1:29
  people
• 1:29
  from
• 1:29
  FX
• 1:29
  Digital.
• 1:30
  So
• 1:31
  lots
• 1:31
  of.
• 1:31
  Lots
• 1:31
  of
• 1:32
  insights.
• 1:33
  One
• 1:33
  of
• 1:33
  the
• 1:33
  interesting
• 1:34
  things
• 1:34
  that
• 1:34
  we
• 1:34
  set
• 1:34
  it
• 1:34
  up
• 1:35
  with,
• 1:35
  and
• 1:35
  this
• 1:35
  came
• 1:35
  up
• 1:35
  in
• 1:36
  our
• 1:36
  prep
• 1:36
  session,
• 1:36
  was
• 1:37
  it
• 1:37
  wasn't
• 1:37
  a
• 1:37
  panel
• 1:38
  about
• 1:38
  micro
• 1:39
  dramas
• 1:39
  that
• 1:40
  was
• 1:40
  going
• 1:40
  to
• 1:40
  be
• 1:40
  interesting
• 1:41
  because
• 1:42
  I.
• 1:42
  Think
• 1:42
  a
• 1:42
  lot
• 1:42
  of
• 1:43
  people
• 1:43
  conflate
• 1:44
  the
• 1:44
  two
• 1:45
  or.
• 1:46
  And
• 1:47
  there
• 1:47
  seems
• 1:47
  to
• 1:47
  be
• 1:47
  a
• 1:47
  lot
• 1:47
  of
• 1:47
  hype
• 1:48
  and
• 1:48
  a
• 1:48
  lot
• 1:48
  of
• 1:48
  noise
• 1:49
  around
• 1:50
  vertical
• 1:51
  micro
• 1:51
  dramas.
• 1:52
  But
• 1:52
  that's
• 1:52
  not
• 1:52
  the
• 1:52
  same
• 1:53
  as
• 1:53
  vertical
• 1:53
  video.
• 1:54
  It's
• 1:54
  not
• 1:54
  the
• 1:55
  same.
• 1:56
  It's
• 1:57
  a
• 1:57
  subject,
• 1:57
  It's
• 1:57
  a
• 1:57
  subsection.
• 1:58
  Yes.
• 1:58
  Okay.
• 1:59
  Yeah.
• 1:59
  So.
• 1:59
  And
• 2:00
  there
• 2:00
  is
• 2:00
  a
• 2:00
  lot
• 2:00
  of
• 2:00
  hype
• 2:00
  around
• 2:01
  microdramas
• 2:02
  for
• 2:02
  anybody
• 2:02
  who
• 2:03
  even
• 2:04
  dips
• 2:04
  into
• 2:04
  LinkedIn
• 2:05
  occasionally.
• 2:06
  Everybody's
• 2:07
  speaking
• 2:07
  about
• 2:07
  it.
• 2:07
  The
• 2:08
  kind
• 2:08
  of
• 2:08
  commercial
• 2:08
  model
• 2:09
  of
• 2:09
  vertical
• 2:09
  video
• 2:09
  has
• 2:10
  been
• 2:10
  unlocked
• 2:10
  through
• 2:10
  microdrama
• 2:11
  apps.
• 2:13
  The
• 2:13
  panel
• 2:14
  who
• 2:14
  works
• 2:14
  within
• 2:15
  that
• 2:15
  space.
• 2:16
  When
• 2:16
  we
• 2:16
  were
• 2:16
  getting
• 2:17
  together
• 2:17
  on
• 2:17
  the
• 2:17
  preposition,
• 2:17
  we
• 2:17
  all
• 2:18
  agreed
• 2:18
  this
• 2:19
  is
• 2:19
  bigger,
• 2:19
  it's
• 2:19
  broader.
• 2:20
  Vertical
• 2:21
  video
• 2:21
  is
• 2:21
  an
• 2:21
  extension
• 2:22
  of
• 2:22
  digital
• 2:22
  commissioning.
• 2:23
  It's
• 2:23
  an
• 2:23
  extension
• 2:23
  of,
• 2:24
  you
• 2:24
  know,
• 2:25
  in
• 2:25
  ways
• 2:26
  is
• 2:26
  evolved
• 2:26
  from
• 2:27
  what
• 2:27
  was
• 2:27
  marketing
• 2:27
  practice,
• 2:28
  but
• 2:28
  it's
• 2:28
  way
• 2:28
  beyond
• 2:29
  that
• 2:29
  now.
• 2:29
  Yeah.
• 2:30
  And
• 2:31
  there's
• 2:31
  so
• 2:31
  many
• 2:32
  broader
• 2:32
  formats
• 2:32
  on
• 2:33
  vertical
• 2:34
  that
• 2:34
  aren't
• 2:34
  just
• 2:34
  scripted
• 2:35
  dramas.
• 2:35
  Right.
• 2:36
  Like.
• 2:36
  Yeah.
• 2:36
  Which
• 2:37
  we.
• 2:37
  I
• 2:37
  mean,
• 2:37
  we've.
• 2:38
  We've
• 2:38
  seen
• 2:38
  and
• 2:38
  we've
• 2:38
  spoken
• 2:39
  about
• 2:39
  loads
• 2:39
  of
• 2:40
  times
• 2:40
  on
• 2:40
  the
• 2:40
  podcast.
• 2:41
  I
• 2:41
  saw
• 2:41
  a
• 2:42
  post
• 2:42
  that
• 2:42
  you
• 2:42
  made
• 2:42
  earlier
• 2:43
  this
• 2:43
  week,
• 2:43
  because
• 2:43
  I
• 2:43
  remember
• 2:44
  two
• 2:44
  or
• 2:44
  three
• 2:44
  years
• 2:44
  ago,
• 2:45
  Mean
• 2:45
  Girls
• 2:46
  Day.
• 2:46
  Yeah,
• 2:47
  they
• 2:47
  broke
• 2:47
  up
• 2:47
  the
• 2:48
  Mean
• 2:48
  girls
• 2:48
  movie
• 2:48
  into
• 2:49
  23.
• 2:50
  Yeah.
• 2:50
  Two
• 2:50
  or
• 2:50
  three
• 2:51
  minute
• 2:51
  chunks.
• 2:52
  Mean
• 2:53
  Girls
• 2:53
  Day,
• 2:53
  which
• 2:54
  was
• 2:54
  at
• 2:54
  the
• 2:54
  time
• 2:55
  a
• 2:55
  really
• 2:56
  unique
• 2:56
  use.
• 2:57
  Yeah.
• 2:57
  Yes.
• 2:58
  And
• 2:58
  then
• 2:58
  earlier
• 2:59
  this
• 2:59
  week,
• 2:59
  we
• 2:59
  had
• 2:59
  High
• 3:00
  school
• 3:00
  musical,
• 3:02
  the
• 3:02
  20th
• 3:02
  anniversary
• 3:03
  of
• 3:04
  Wildcats.
• 3:04
  If
• 3:05
  you
• 3:05
  want
• 3:05
  a
• 3:05
  wildcat,
• 3:06
  always
• 3:06
  a
• 3:06
  wildcat.
• 3:06
  So
• 3:06
  that.
• 3:07
  Joe,
• 3:07
  it's
• 3:08
  been
• 3:08
  such
• 3:08
  an
• 3:08
  interesting
• 3:08
  time
• 3:08
  to
• 3:09
  put
• 3:09
  a
• 3:09
  panel
• 3:09
  together
• 3:09
  on
• 3:09
  Vertical
• 3:10
  Video,
• 3:10
  because
• 3:10
  I
• 3:10
  feel
• 3:10
  like
• 3:11
  in
• 3:11
  the
• 3:11
  last
• 3:11
  four
• 3:11
  weeks
• 3:11
  since
• 3:12
  I've
• 3:12
  been
• 3:12
  working
• 3:12
  on
• 3:12
  this,
• 3:13
  there's
• 3:13
  been
• 3:13
  a
• 3:13
  number
• 3:13
  of
• 3:14
  announcements.
• 3:14
  So
• 3:14
  we
• 3:14
  had
• 3:14
  Disney
• 3:16
  moving
• 3:17
  to
• 3:17
  vertical
• 3:17
  at
• 3:17
  CES.
• 3:18
  We
• 3:19
  had
• 3:19
  TikTok
• 3:19
  announcing
• 3:20
  a
• 3:20
  microdrama
• 3:20
  app,
• 3:20
  satellite
• 3:21
  microdrama
• 3:21
  app
• 3:22
  that
• 3:22
  they
• 3:22
  were
• 3:22
  launching
• 3:22
  in
• 3:22
  a
• 3:22
  couple
• 3:23
  of
• 3:23
  markets
• 3:23
  at
• 3:24
  the
• 3:24
  Netflix
• 3:24
  earnings.
• 3:25
  I
• 3:25
  don't
• 3:26
  want
• 3:26
  to
• 3:26
  call
• 3:26
  it
• 3:26
  an
• 3:26
  announcement,
• 3:27
  but
• 3:27
  it
• 3:27
  was
• 3:27
  more
• 3:27
  like,
• 3:27
  we
• 3:27
  don't
• 3:28
  want
• 3:28
  to
• 3:28
  be
• 3:28
  outdone
• 3:28
  by
• 3:28
  Disney.
• 3:29
  So
• 3:29
  Netflix
• 3:29
  were
• 3:29
  like,
• 3:29
  yeah,
• 3:29
  it's
• 3:30
  on
• 3:30
  Vertical
• 3:30
  Video.
• 3:30
  We're
• 3:30
  going
• 3:30
  to
• 3:30
  do
• 3:30
  some
• 3:31
  stuff
• 3:31
  around
• 3:31
  that.
• 3:31
  There's
• 3:32
  the
• 3:32
  BBC
• 3:32
  YouTube
• 3:33
  announcement,
• 3:34
  the
• 3:34
  BBC
• 3:34
  YouTube
• 3:35
  deal
• 3:35
  that
• 3:35
  was
• 3:35
  announced.
• 3:35
  So.
• 3:36
  And
• 3:36
  then
• 3:37
  there
• 3:37
  was
• 3:37
  high
• 3:37
  school
• 3:37
  musical,
• 3:38
  20th
• 3:38
  anniversary.
• 3:38
  So
• 3:38
  there's
• 3:39
  been
• 3:39
  lots
• 3:39
  going
• 3:39
  on
• 3:39
  on
• 3:40
  this
• 3:42
  and,
• 3:42
  you
• 3:42
  know,
• 3:43
  it's
• 3:43
  a
• 3:43
  really
• 3:43
  interesting
• 3:44
  space.
• 3:44
  I
• 3:44
  think
• 3:45
  clipping
• 3:46
  still
• 3:46
  has
• 3:46
  a
• 3:46
  place.
• 3:47
  Right.
• 3:47
  So
• 3:47
  the
• 3:47
  High
• 3:48
  School
• 3:48
  Musical
• 3:48
  approach
• 3:49
  still
• 3:49
  has
• 3:49
  a
• 3:49
  place.
• 3:51
  Did
• 3:51
  you
• 3:51
  get
• 3:52
  a
• 3:52
  sense
• 3:52
  of
• 3:52
  where
• 3:53
  it
• 3:53
  was
• 3:53
  just
• 3:53
  an
• 3:53
  original
• 3:54
  content
• 3:54
  that
• 3:55
  was
• 3:55
  being
• 3:55
  developed
• 3:56
  for
• 3:56
  Vertical
• 3:57
  rather
• 3:57
  than
• 3:57
  clipping?
• 3:58
  Clipping
• 3:59
  has
• 3:59
  a
• 3:59
  place,
• 3:59
  but
• 4:00
  original
• 4:00
  content
• 4:00
  is
• 4:00
  evolving.
• 4:01
  There
• 4:01
  is
• 4:01
  evolving
• 4:02
  in
• 4:02
  a
• 4:02
  major
• 4:02
  way.
• 4:02
  And
• 4:03
  I
• 4:03
  think
• 4:03
  one
• 4:03
  of
• 4:03
  the.
• 4:03
  One
• 4:03
  of
• 4:03
  the
• 4:03
  points
• 4:04
  that
• 4:04
  was
• 4:04
  made
• 4:04
  on
• 4:04
  the
• 4:04
  panel
• 4:05
  is
• 4:05
  like
• 4:05
  the
• 4:05
  intersection
• 4:06
  of
• 4:06
  niches
• 4:07
  amongst
• 4:08
  Vertical
• 4:09
  video
• 4:10
  content
• 4:10
  feeds,
• 4:10
  I.
• 4:11
  E.
• 4:11
  TikTok
• 4:11
  YouTube
• 4:12
  shorts,
• 4:12
  Instagram
• 4:13
  Reels,
• 4:13
  snap.
• 4:14
  The
• 4:15
  way
• 4:15
  those
• 4:15
  platforms
• 4:16
  curate
• 4:16
  niches
• 4:17
  and
• 4:17
  the
• 4:17
  intersection
• 4:18
  of
• 4:18
  those
• 4:18
  niches
• 4:19
  is
• 4:19
  a
• 4:19
  really
• 4:19
  interesting
• 4:20
  way
• 4:20
  to
• 4:21
  divine
• 4:21
  audiences,
• 4:22
  find
• 4:22
  audiences
• 4:23
  that
• 4:23
  you
• 4:24
  might
• 4:24
  not
• 4:24
  have
• 4:24
  expected
• 4:25
  to
• 4:25
  find.
• 4:26
  So
• 4:28
  one
• 4:28
  of
• 4:28
  the
• 4:28
  panelists,
• 4:28
  Amy
• 4:29
  Parker
• 4:29
  Winnings
• 4:29
  from
• 4:29
  Paramount,
• 4:30
  mentioned
• 4:30
  Geordie
• 4:31
  Shore.
• 4:31
  So
• 4:32
  one
• 4:32
  of
• 4:32
  the.
• 4:32
  So
• 4:32
  Jodie
• 4:33
  Shore,
• 4:34
  love
• 4:34
  it
• 4:34
  or
• 4:34
  hate
• 4:35
  it,
• 4:35
  right?
• 4:35
  Some
• 4:35
  people
• 4:35
  really
• 4:35
  love
• 4:36
  it.
• 4:36
  I
• 4:36
  would
• 4:37
  be
• 4:37
  quite
• 4:37
  agnostic
• 4:38
  to
• 4:38
  it.
• 4:38
  Some
• 4:38
  people
• 4:38
  find
• 4:38
  it
• 4:38
  quite
• 4:39
  repellent.
• 4:39
  But
• 4:40
  one
• 4:40
  of
• 4:40
  the
• 4:40
  participants
• 4:41
  on
• 4:41
  Geordie
• 4:41
  Shore
• 4:42
  was
• 4:42
  going
• 4:42
  through
• 4:42
  an
• 4:43
  infertility
• 4:43
  journey.
• 4:44
  And
• 4:44
  so
• 4:44
  they.
• 4:44
  They
• 4:45
  commissioned
• 4:45
  short
• 4:46
  form.
• 4:47
  I
• 4:47
  don't
• 4:47
  say
• 4:47
  short
• 4:48
  form.
• 4:48
  They
• 4:48
  commissioned
• 4:49
  vertical
• 4:49
  content
• 4:49
  around
• 4:50
  that
• 4:50
  part
• 4:51
  of
• 4:51
  her
• 4:51
  story
• 4:52
  and
• 4:52
  her
• 4:52
  journey
• 4:52
  and
• 4:53
  a
• 4:53
  topic
• 4:53
  that
• 4:54
  she
• 4:54
  was
• 4:54
  genuinely
• 4:55
  connected
• 4:55
  to.
• 4:57
  And
• 4:57
  that
• 4:58
  can
• 4:58
  kind
• 4:58
  of.
• 4:59
  That
• 4:59
  means
• 4:59
  that
• 5:00
  her
• 5:00
  Persona
• 5:01
  as
• 5:01
  A
• 5:01
  Geordie
• 5:01
  Shore
• 5:01
  person
• 5:02
  is
• 5:02
  transcended
• 5:02
  because,
• 5:03
  you
• 5:03
  know,
• 5:03
  there's
• 5:04
  people
• 5:04
  on
• 5:04
  apps
• 5:04
  that
• 5:05
  are
• 5:05
  connecting
• 5:05
  with,
• 5:05
  would
• 5:06
  connect
• 5:06
  with
• 5:06
  that
• 5:06
  topic.
• 5:06
  It's
• 5:07
  quite
• 5:07
  a
• 5:07
  serious
• 5:07
  topic.
• 5:08
  That
• 5:08
  was
• 5:08
  another
• 5:09
  thing
• 5:09
  that
• 5:09
  we
• 5:09
  had
• 5:09
  about
• 5:09
  vertical
• 5:10
  video.
• 5:10
  It's
• 5:10
  not
• 5:11
  all
• 5:11
  just
• 5:11
  frivolous
• 5:12
  marketing
• 5:13
  content.
• 5:13
  Some
• 5:14
  of
• 5:14
  it
• 5:14
  is
• 5:14
  quite
• 5:14
  hard
• 5:14
  hitting,
• 5:15
  you
• 5:15
  know.
• 5:15
  Yeah.
• 5:16
  And
• 5:17
  just
• 5:17
  building
• 5:18
  on
• 5:18
  that,
• 5:18
  it
• 5:18
  can
• 5:19
  also
• 5:19
  be
• 5:19
  complementary.
• 5:20
  What
• 5:20
  you
• 5:21
  described
• 5:22
  as.
• 5:22
  Well
• 5:22
  as
• 5:22
  it
• 5:22
  being
• 5:22
  hard
• 5:23
  hitting
• 5:24
  is
• 5:24
  that
• 5:24
  it's,
• 5:25
  it's
• 5:25
  not
• 5:26
  just
• 5:26
  clips
• 5:26
  of
• 5:26
  Georgie
• 5:27
  Shaw.
• 5:27
  It's
• 5:27
  complementary,
• 5:28
  but
• 5:28
  it
• 5:28
  extends
• 5:29
  and
• 5:29
  expand,
• 5:30
  expands
• 5:30
  out
• 5:31
  of
• 5:31
  something
• 5:31
  that
• 5:31
  came
• 5:32
  up
• 5:32
  there.
• 5:32
  And
• 5:32
  this
• 5:32
  is
• 5:32
  one
• 5:32
  of
• 5:32
  the
• 5:33
  things
• 5:33
  that
• 5:33
  I
• 5:33
  thought
• 5:33
  was
• 5:34
  interesting
• 5:34
  because
• 5:35
  we
• 5:35
  tend
• 5:36
  to
• 5:36
  default
• 5:36
  to
• 5:37
  entertainment
• 5:37
  when
• 5:37
  we're
• 5:38
  thinking
• 5:38
  about
• 5:38
  vertical
• 5:39
  video
• 5:39
  and
• 5:39
  microdramas.
• 5:40
  But
• 5:42
  espn,
• 5:43
  part
• 5:43
  of
• 5:43
  Disney,
• 5:43
  also
• 5:44
  launched
• 5:45
  Verts,
• 5:45
  which
• 5:46
  was
• 5:46
  in
• 5:46
  their
• 5:46
  ESPN
• 5:47
  sports
• 5:47
  app
• 5:47
  in
• 5:48
  the
• 5:48
  end
• 5:48
  of
• 5:48
  last
• 5:48
  year,
• 5:48
  which
• 5:49
  is
• 5:49
  vertical
• 5:49
  video
• 5:49
  in
• 5:50
  sports.
• 5:50
  And
• 5:51
  there's
• 5:51
  this
• 5:51
  tended
• 5:52
  to
• 5:52
  be
• 5:52
  an
• 5:52
  assumption
• 5:52
  that
• 5:53
  actually
• 5:53
  vertical
• 5:53
  video
• 5:54
  in
• 5:54
  sport
• 5:55
  is,
• 5:55
  you
• 5:56
  know,
• 5:56
  it's
• 5:56
  cannibalizing
• 5:57
  if
• 5:57
  they're
• 5:57
  watching
• 5:57
  sports
• 5:58
  on
• 5:58
  the
• 5:58
  big
• 5:58
  screen
• 5:58
  or
• 5:59
  if
• 5:59
  it's
• 5:59
  live.
• 5:59
  But
• 6:00
  actually,
• 6:00
  no,
• 6:00
  it
• 6:01
  can
• 6:01
  be
• 6:01
  complimentary
• 6:02
  too.
• 6:02
  Yeah.
• 6:03
  You
• 6:03
  can
• 6:03
  be
• 6:03
  watching,
• 6:04
  you
• 6:04
  know,
• 6:05
  something
• 6:05
  that
• 6:05
  is
• 6:05
  a
• 6:05
  deep
• 6:05
  dive
• 6:06
  into
• 6:06
  a
• 6:06
  player's
• 6:06
  stats
• 6:07
  or
• 6:07
  their
• 6:07
  styles
• 6:07
  or
• 6:09
  not
• 6:09
  in
• 6:09
  kids
• 6:09
  media.
• 6:09
  But
• 6:10
  you
• 6:10
  know,
• 6:10
  it's
• 6:10
  prediction
• 6:11
  markets,
• 6:11
  it
• 6:11
  betting
• 6:12
  kind
• 6:12
  of
• 6:12
  thing.
• 6:12
  Yeah.
• 6:12
  But
• 6:13
  it's
• 6:13
  not
• 6:13
  necessarily
• 6:14
  something
• 6:14
  that
• 6:14
  takes
• 6:15
  away
• 6:15
  your
• 6:15
  attention
• 6:16
  from
• 6:16
  what
• 6:16
  is
• 6:16
  playing
• 6:17
  at
• 6:17
  the
• 6:17
  screen.
• 6:18
  It's
• 6:18
  being
• 6:18
  constructed
• 6:19
  in
• 6:19
  a
• 6:19
  way
• 6:19
  that
• 6:19
  it's
• 6:20
  additive
• 6:20
  or
• 6:20
  incremental
• 6:21
  or
• 6:21
  complementary.
• 6:22
  Which
• 6:22
  is
• 6:23
  what
• 6:23
  you
• 6:23
  were
• 6:23
  just
• 6:23
  talking
• 6:23
  about.
• 6:24
  Yeah,
• 6:24
  yeah.
• 6:24
  And
• 6:24
  it
• 6:25
  bring,
• 6:25
  it
• 6:25
  bring.
• 6:26
  It
• 6:26
  expands
• 6:26
  the
• 6:26
  audiences.
• 6:27
  It
• 6:27
  brings
• 6:27
  more
• 6:27
  audiences
• 6:28
  in.
• 6:28
  I
• 6:28
  think
• 6:28
  that,
• 6:29
  I
• 6:30
  think
• 6:30
  there's.
• 6:30
  So
• 6:31
  there's
• 6:31
  something
• 6:31
  about
• 6:32
  the
• 6:32
  intimacy
• 6:32
  of
• 6:32
  it
• 6:32
  as
• 6:33
  well.
• 6:33
  I
• 6:33
  would
• 6:33
  say
• 6:34
  that.
• 6:34
  Yeah.
• 6:34
  Because
• 6:35
  it's.
• 6:35
  People
• 6:35
  are
• 6:35
  so
• 6:35
  used
• 6:36
  to
• 6:36
  having
• 6:36
  it
• 6:36
  on
• 6:36
  their
• 6:36
  phone
• 6:37
  and
• 6:37
  that.
• 6:37
  And
• 6:37
  it's
• 6:37
  a
• 6:37
  personal
• 6:38
  experience.
• 6:38
  If
• 6:38
  you
• 6:39
  are
• 6:39
  into
• 6:40
  like,
• 6:40
  if
• 6:40
  you
• 6:40
  are
• 6:40
  like.
• 6:41
  And
• 6:41
  it
• 6:41
  goes
• 6:42
  that
• 6:42
  intimacy
• 6:43
  doesn't
• 6:43
  have
• 6:43
  to
• 6:43
  be
• 6:43
  like,
• 6:44
  so
• 6:44
  covert.
• 6:44
  Right.
• 6:45
  Like,
• 6:45
  it
• 6:45
  can
• 6:45
  be
• 6:45
  like.
• 6:45
  But
• 6:46
  before.
• 6:47
  That's.
• 6:47
  That's
• 6:47
  a
• 6:47
  classic
• 6:48
  example.
• 6:48
  That
• 6:49
  is
• 6:49
  quite
• 6:49
  intimate.
• 6:49
  Yes,
• 6:50
  yes.
• 6:50
  Or
• 6:51
  it
• 6:51
  might
• 6:51
  be
• 6:51
  like,
• 6:51
  you
• 6:51
  know,
• 6:51
  so
• 6:52
  it
• 6:52
  can
• 6:52
  kind
• 6:52
  of
• 6:52
  span.
• 6:53
  Right.
• 6:53
  Like
• 6:53
  so
• 6:53
  one
• 6:53
  of
• 6:53
  my
• 6:53
  favorite
• 6:54
  comedy
• 6:55
  creators
• 6:55
  makes
• 6:55
  jokes
• 6:56
  about
• 6:56
  punctuation.
• 6:57
  Okay.
• 6:57
  And
• 6:58
  that
• 6:58
  is.
• 6:58
  Has
• 6:58
  a
• 6:59
  job
• 6:59
  at.
• 7:00
  Yeah,
• 7:01
  exactly.
• 7:01
  So
• 7:02
  that's
• 7:03
  kind
• 7:03
  of
• 7:03
  niche
• 7:03
  to
• 7:03
  my
• 7:04
  sense,
• 7:04
  intimate
• 7:04
  to
• 7:05
  my
• 7:05
  sense
• 7:05
  of
• 7:05
  humor.
• 7:05
  Might
• 7:05
  not
• 7:06
  be
• 7:06
  for
• 7:06
  everybody,
• 7:06
  but
• 7:07
  so
• 7:07
  it
• 7:07
  just
• 7:07
  means
• 7:07
  that
• 7:07
  intimacy
• 7:08
  can
• 7:08
  span
• 7:08
  serious
• 7:09
  topics.
• 7:09
  It
• 7:09
  can
• 7:09
  span
• 7:10
  sense
• 7:10
  of
• 7:10
  humor.
• 7:10
  It
• 7:11
  can
• 7:11
  span,
• 7:11
  you
• 7:11
  know,
• 7:12
  know,
• 7:12
  it's
• 7:12
  per
• 7:13
  Personal.
• 7:14
  Yeah.
• 7:14
  Social.
• 7:15
  Yeah,
• 7:15
  yeah.
• 7:16
  Talking
• 7:16
  to
• 7:16
  a
• 7:16
  guy
• 7:17
  just
• 7:17
  here
• 7:17
  in
• 7:17
  the
• 7:17
  coffee
• 7:17
  break
• 7:18
  earlier
• 7:18
  who
• 7:18
  works
• 7:19
  for
• 7:19
  a
• 7:19
  vertical
• 7:20
  video
• 7:20
  platform
• 7:20
  called
• 7:21
  TattleTV.
• 7:22
  Yes.
• 7:22
  And
• 7:23
  he
• 7:23
  was
• 7:23
  saying
• 7:23
  that
• 7:23
  they're
• 7:24
  finding
• 7:24
  a
• 7:24
  niche
• 7:24
  in
• 7:25
  those
• 7:25
  comedy
• 7:25
  creators
• 7:26
  that
• 7:26
  are
• 7:26
  in
• 7:26
  on
• 7:27
  Instagram
• 7:27
  at
• 7:27
  the
• 7:27
  moment.
• 7:28
  You
• 7:28
  know,
• 7:28
  one
• 7:28
  creator
• 7:29
  takes
• 7:30
  on
• 7:30
  different
• 7:30
  Persona,
• 7:31
  different
• 7:31
  angles,
• 7:32
  but
• 7:32
  they're
• 7:32
  creating
• 7:33
  their
• 7:33
  own
• 7:33
  comedy
• 7:33
  skit.
• 7:34
  It's
• 7:34
  scripted
• 7:34
  comedy.
• 7:34
  It's
• 7:35
  scripted
• 7:35
  comedy.
• 7:35
  It
• 7:36
  is,
• 7:36
  yeah.
• 7:37
  And
• 7:37
  now
• 7:37
  potentially
• 7:39
  vertical
• 7:40
  apps,
• 7:41
  whether
• 7:41
  it's
• 7:41
  micro
• 7:42
  dramas
• 7:42
  or.
• 7:43
  But
• 7:43
  these
• 7:43
  could
• 7:43
  actually
• 7:43
  be
• 7:44
  a
• 7:44
  home
• 7:44
  for
• 7:45
  curated
• 7:45
  new
• 7:46
  comedy
• 7:46
  creators.
• 7:47
  Tykell
• 7:47
  Cordova,
• 7:48
  we've
• 7:48
  discovered
• 7:50
  doing
• 7:50
  her
• 7:50
  punctuation
• 7:51
  themed
• 7:51
  comedy.
• 7:52
  Yeah,
• 7:52
  she
• 7:52
  sounds
• 7:52
  really
• 7:52
  dull,
• 7:53
  but
• 7:53
  she
• 7:54
  really
• 7:54
  sounds
• 7:55
  great.
• 7:55
  So.
• 7:55
  Yeah.
• 7:55
  Did
• 7:56
  you
• 7:56
  get
• 7:56
  the
• 7:56
  sense
• 7:56
  the
• 7:57
  established
• 7:58
  players
• 7:59
  were
• 7:59
  kind
• 7:59
  of
• 8:01
  intentional
• 8:02
  about
• 8:02
  that
• 8:02
  kind
• 8:02
  of
• 8:02
  personal
• 8:03
  aspect
• 8:03
  of
• 8:03
  vertical
• 8:04
  in
• 8:04
  terms
• 8:05
  of
• 8:05
  their
• 8:05
  strategy
• 8:06
  for,
• 8:06
  I
• 8:06
  think.
• 8:06
  The
• 8:07
  opportunity
• 8:08
  of
• 8:08
  creators
• 8:08
  who
• 8:08
  are.
• 8:09
  Who.
• 8:09
  So,
• 8:09
  yes,
• 8:10
  in
• 8:10
  some
• 8:10
  of
• 8:10
  that
• 8:10
  personal
• 8:11
  element
• 8:11
  and
• 8:12
  I
• 8:12
  think
• 8:12
  some
• 8:12
  of
• 8:12
  that,
• 8:14
  you
• 8:15
  know,
• 8:15
  carving
• 8:16
  out
• 8:16
  identities
• 8:16
  of
• 8:17
  people,
• 8:17
  you
• 8:18
  know,
• 8:18
  that,
• 8:18
  you
• 8:18
  know,
• 8:18
  somebody
• 8:19
  from
• 8:19
  Geordie
• 8:19
  Shore
• 8:19
  might
• 8:20
  also
• 8:20
  be
• 8:20
  somebody
• 8:20
  who's
• 8:21
  going
• 8:21
  through
• 8:21
  an
• 8:21
  infertility
• 8:22
  journey.
• 8:22
  Those
• 8:23
  two
• 8:23
  things
• 8:23
  are
• 8:23
  not
• 8:23
  mutually
• 8:24
  exclusive
• 8:25
  and
• 8:25
  they're
• 8:25
  equally
• 8:26
  important,
• 8:26
  maybe
• 8:26
  in
• 8:27
  that
• 8:27
  person's
• 8:27
  identity.
• 8:27
  I
• 8:28
  think
• 8:28
  that
• 8:28
  was
• 8:28
  something
• 8:29
  that
• 8:29
  came
• 8:29
  through.
• 8:30
  And
• 8:31
  then
• 8:31
  also,
• 8:31
  like,
• 8:31
  I
• 8:31
  think
• 8:31
  it's
• 8:32
  the
• 8:32
  democratization
• 8:33
  which
• 8:33
  we
• 8:34
  talked
• 8:34
  about
• 8:34
  about
• 8:34
  media
• 8:34
  that
• 8:35
  you
• 8:35
  can
• 8:35
  have
• 8:35
  a
• 8:35
  small
• 8:35
  creator
• 8:36
  that
• 8:37
  carves
• 8:38
  a
• 8:38
  niche
• 8:38
  within
• 8:38
  the
• 8:39
  audience.
• 8:39
  They
• 8:40
  don't
• 8:40
  need
• 8:40
  that
• 8:40
  much
• 8:41
  other
• 8:41
  than
• 8:41
  their
• 8:41
  imagination
• 8:42
  and
• 8:42
  a
• 8:42
  bit
• 8:42
  of
• 8:42
  a,
• 8:43
  like
• 8:43
  a
• 8:43
  bit
• 8:43
  of
• 8:43
  effort
• 8:43
  and,
• 8:44
  you
• 8:44
  know,
• 8:44
  you
• 8:44
  know,
• 8:44
  film
• 8:45
  themselves
• 8:45
  and
• 8:45
  they
• 8:46
  can
• 8:46
  actually
• 8:46
  build
• 8:46
  and
• 8:46
  it
• 8:47
  opens
• 8:47
  the
• 8:47
  opportunity
• 8:48
  for
• 8:49
  much
• 8:49
  more
• 8:50
  representation
• 8:50
  among
• 8:51
  the
• 8:51
  creators
• 8:52
  and
• 8:52
  then
• 8:53
  they
• 8:53
  build.
• 8:53
  And
• 8:53
  then
• 8:53
  there
• 8:54
  was
• 8:54
  a
• 8:54
  question
• 8:54
  around,
• 8:54
  you
• 8:55
  know,
• 8:55
  IP
• 8:56
  originated
• 8:56
  on.
• 8:57
  On
• 8:57
  vertical
• 8:57
  or
• 8:57
  IP
• 8:58
  originated
• 8:59
  from
• 8:59
  digital.
• 8:59
  And
• 8:59
  that's
• 9:00
  something
• 9:00
  that
• 9:00
  we
• 9:00
  see
• 9:00
  coming
• 9:00
  through
• 9:01
  too.
• 9:01
  It's
• 9:01
  like
• 9:01
  a
• 9:02
  creator
• 9:02
  can
• 9:02
  build,
• 9:02
  get
• 9:03
  a
• 9:03
  certain
• 9:03
  amount
• 9:03
  of
• 9:03
  plat.
• 9:04
  Maybe
• 9:05
  they,
• 9:06
  maybe
• 9:07
  they
• 9:07
  collaborate.
• 9:07
  Maybe
• 9:08
  they
• 9:08
  collaborate
• 9:08
  with
• 9:09
  it
• 9:09
  with
• 9:09
  an
• 9:09
  established
• 9:10
  ip
• 9:10
  and
• 9:10
  then
• 9:10
  maybe
• 9:10
  they
• 9:11
  build
• 9:11
  beyond
• 9:11
  that.
• 9:12
  The
• 9:12
  one
• 9:13
  that
• 9:13
  was
• 9:13
  referenced
• 9:13
  in
• 9:13
  the
• 9:13
  panel
• 9:14
  was
• 9:15
  Bluey
• 9:15
  and
• 9:16
  Costin
• 9:16
  Mayer
• 9:17
  Costa
• 9:17
  Mayor.
• 9:17
  They're.
• 9:18
  They're
• 9:18
  like
• 9:18
  a
• 9:18
  dance.
• 9:19
  They're
• 9:19
  a
• 9:19
  dance
• 9:19
  duo
• 9:20
  that
• 9:20
  came
• 9:20
  up
• 9:20
  on
• 9:20
  TikTok
• 9:21
  in
• 9:21
  the.
• 9:22
  In
• 9:22
  lockdown.
• 9:22
  Oh,
• 9:23
  yes.
• 9:23
  And
• 9:24
  they
• 9:24
  do
• 9:24
  very
• 9:25
  on
• 9:25
  point,
• 9:27
  slightly
• 9:27
  unhinged
• 9:28
  dances
• 9:29
  to
• 9:29
  kind
• 9:29
  of
• 9:30
  quite
• 9:30
  niche
• 9:30
  little
• 9:31
  themes,
• 9:31
  new
• 9:32
  songs.
• 9:32
  Whether
• 9:32
  it's
• 9:32
  the
• 9:32
  Bluey
• 9:33
  theme
• 9:33
  songs
• 9:33
  or
• 9:33
  whether
• 9:34
  it's
• 9:34
  like
• 9:34
  the,
• 9:35
  like
• 9:36
  the
• 9:36
  sound
• 9:36
  that
• 9:36
  your
• 9:37
  MacBook
• 9:38
  makes
• 9:38
  when
• 9:38
  it
• 9:38
  turns
• 9:38
  on
• 9:39
  or
• 9:39
  whatever.
• 9:39
  Like
• 9:39
  they
• 9:40
  kind
• 9:40
  of.
• 9:40
  They
• 9:40
  choreographed.
• 9:41
  Yeah,
• 9:42
  yeah,
• 9:42
  yeah.
• 9:43
  So,
• 9:43
  you
• 9:43
  know,
• 9:44
  there's,
• 9:44
  there's
• 9:45
  different
• 9:45
  opportunities
• 9:45
  for
• 9:45
  it
• 9:46
  to
• 9:46
  come
• 9:46
  through.
• 9:46
  So
• 9:47
  yeah,
• 9:47
  it
• 9:47
  was
• 9:47
  interesting
• 9:48
  chatting
• 9:49
  to
• 9:50
  the
• 9:50
  guy
• 9:51
  Philippe
• 9:51
  from
• 9:52
  TattleTV.
• 9:53
  We
• 9:53
  were
• 9:53
  also
• 9:53
  riffing
• 9:54
  on
• 9:54
  those
• 9:54
  different
• 9:54
  content
• 9:55
  types
• 9:55
  and
• 9:56
  opportunities
• 9:56
  that
• 9:56
  perhaps
• 9:56
  I
• 9:57
  haven't
• 9:57
  thought
• 9:57
  about
• 9:57
  before.
• 9:58
  But
• 9:58
  they
• 9:58
  were
• 9:58
  talking
• 9:59
  slightly
• 10:00
  in
• 10:00
  the
• 10:00
  vein
• 10:00
  of
• 10:00
  Mean
• 10:00
  Girls
• 10:01
  in
• 10:01
  high
• 10:01
  School
• 10:01
  musicals
• 10:02
  was
• 10:02
  an
• 10:03
  Alfred
• 10:04
  Hitchcock
• 10:05
  movie.
• 10:05
  They
• 10:06
  had
• 10:06
  basically
• 10:06
  done
• 10:07
  a
• 10:07
  cut
• 10:08
  down
• 10:08
  vertical
• 10:09
  video
• 10:10
  version
• 10:10
  of
• 10:10
  a
• 10:10
  Hitchcock
• 10:11
  movie.
• 10:12
  And
• 10:12
  there
• 10:12
  was
• 10:12
  some
• 10:12
  constant
• 10:13
  consternation
• 10:14
  amongst
• 10:15
  commentators
• 10:15
  about
• 10:16
  whether
• 10:16
  it
• 10:16
  was,
• 10:17
  you
• 10:17
  know,
• 10:17
  it
• 10:17
  was
• 10:18
  ruining
• 10:18
  the
• 10:18
  art
• 10:18
  of
• 10:18
  a
• 10:19
  Hitchcock
• 10:19
  movie.
• 10:19
  I
• 10:19
  don't
• 10:20
  know
• 10:20
  which
• 10:20
  movie
• 10:20
  it
• 10:20
  was,
• 10:20
  the
• 10:20
  Birds,
• 10:21
  Rear
• 10:21
  Window,
• 10:21
  whatever.
• 10:22
  But
• 10:22
  in
• 10:23
  a
• 10:23
  way
• 10:23
  then
• 10:23
  I
• 10:24
  kind
• 10:24
  of
• 10:24
  flipped
• 10:24
  it
• 10:24
  in
• 10:25
  sense
• 10:25
  that,
• 10:26
  you
• 10:26
  know,
• 10:27
  much
• 10:27
  like
• 10:27
  we
• 10:27
  had
• 10:27
  Cliff
• 10:28
  Notes
• 10:28
  or
• 10:28
  you
• 10:28
  know,
• 10:29
  when
• 10:29
  you
• 10:29
  were
• 10:29
  doing
• 10:29
  Hamlet
• 10:29
  at
• 10:30
  school,
• 10:31
  you
• 10:31
  could
• 10:31
  get
• 10:31
  a
• 10:31
  little
• 10:31
  book
• 10:32
  that
• 10:32
  abridged
• 10:32
  it
• 10:32
  and
• 10:33
  broke
• 10:33
  it.
• 10:33
  Yeah.
• 10:34
  Actually
• 10:34
  I
• 10:34
  think
• 10:34
  that's
• 10:35
  there's
• 10:35
  a
• 10:35
  viable
• 10:35
  way
• 10:36
  to
• 10:36
  discover
• 10:37
  films
• 10:38
  like
• 10:38
  Hitchcock
• 10:39
  on
• 10:39
  vertical
• 10:40
  video.
• 10:40
  Yes.
• 10:40
  You
• 10:40
  might
• 10:41
  have
• 10:41
  to
• 10:41
  cut
• 10:42
  it
• 10:42
  down
• 10:42
  and
• 10:42
  you
• 10:43
  know,
• 10:43
  reduce
• 10:43
  it
• 10:43
  to
• 10:43
  a
• 10:43
  20
• 10:44
  minute
• 10:44
  movie,
• 10:44
  but
• 10:44
  you
• 10:44
  use
• 10:45
  vertical
• 10:45
  video
• 10:45
  to
• 10:45
  do
• 10:46
  that.
• 10:46
  But
• 10:46
  anyway,
• 10:47
  but
• 10:47
  that
• 10:47
  could
• 10:48
  then
• 10:48
  be
• 10:48
  a
• 10:48
  launch
• 10:48
  pad
• 10:48
  or
• 10:48
  a
• 10:49
  jumping
• 10:49
  off
• 10:49
  point
• 10:49
  to
• 10:49
  then
• 10:49
  go.
• 10:50
  Actually
• 10:50
  I
• 10:50
  really
• 10:50
  quite
• 10:51
  enjoyed
• 10:51
  that.
• 10:51
  I
• 10:51
  might
• 10:51
  go
• 10:51
  and
• 10:52
  dive
• 10:52
  into
• 10:52
  that
• 10:52
  body
• 10:52
  of
• 10:53
  work
• 10:53
  and
• 10:53
  I
• 10:53
  might
• 10:53
  go
• 10:54
  and
• 10:54
  seek
• 10:54
  it
• 10:54
  out
• 10:54
  on
• 10:54
  a
• 10:54
  streamer
• 10:55
  or
• 10:55
  I
• 10:55
  might
• 10:55
  go
• 10:55
  and
• 10:56
  find
• 10:56
  creators
• 10:57
  on
• 10:57
  YouTube
• 10:57
  that
• 10:57
  are
• 10:57
  breaking
• 10:58
  down,
• 10:58
  you
• 10:58
  know,
• 10:59
  the
• 10:59
  art
• 10:59
  of
• 10:59
  Hitchcock.
• 11:00
  Yeah.
• 11:00
  And
• 11:00
  actually
• 11:00
  I
• 11:00
  think
• 11:01
  that
• 11:01
  is,
• 11:01
  rather
• 11:02
  than
• 11:02
  it
• 11:02
  being
• 11:02
  a
• 11:02
  negative,
• 11:03
  could
• 11:03
  be
• 11:03
  quite,
• 11:03
  quite,
• 11:04
  you
• 11:04
  know,
• 11:04
  a
• 11:05
  positive
• 11:06
  then.
• 11:07
  And
• 11:07
  then,
• 11:08
  then,
• 11:08
  you
• 11:09
  know,
• 11:09
  it
• 11:09
  kind
• 11:09
  of
• 11:10
  takes
• 11:10
  you
• 11:10
  on
• 11:10
  the
• 11:10
  journey
• 11:11
  of
• 11:11
  thinking,
• 11:11
  okay,
• 11:11
  well
• 11:12
  I've
• 11:12
  seen
• 11:13
  at
• 11:13
  least
• 11:13
  40
• 11:13
  different
• 11:14
  micro
• 11:14
  drama
• 11:15
  apps
• 11:15
  in
• 11:15
  the
• 11:16
  art
• 11:16
  store
• 11:16
  of
• 11:17
  late,
• 11:17
  but
• 11:17
  there's
• 11:18
  nothing
• 11:18
  to
• 11:18
  say
• 11:18
  that
• 11:18
  they
• 11:18
  have
• 11:19
  to
• 11:19
  be
• 11:19
  all
• 11:19
  micro
• 11:19
  drama.
• 11:20
  Actually.
• 11:20
  Could
• 11:21
  they
• 11:21
  start
• 11:21
  niching
• 11:22
  down
• 11:22
  into.
• 11:23
  It
• 11:23
  could
• 11:23
  be
• 11:23
  science
• 11:23
  creators,
• 11:24
  it
• 11:24
  could
• 11:24
  be
• 11:24
  the
• 11:25
  comedy
• 11:25
  creators,
• 11:26
  it
• 11:26
  could
• 11:26
  be
• 11:26
  iconic
• 11:27
  movies
• 11:27
  in
• 11:28
  15
• 11:28
  minutes
• 11:28
  and
• 11:29
  15
• 11:29
  parts.
• 11:29
  But
• 11:29
  actually
• 11:30
  there's
• 11:30
  a
• 11:31
  lot
• 11:31
  of
• 11:31
  people
• 11:31
  that
• 11:31
  would
• 11:31
  quite
• 11:32
  like
• 11:32
  that.
• 11:32
  Yes.
• 11:33
  I
• 11:33
  think
• 11:33
  it's
• 11:33
  an
• 11:33
  interesting,
• 11:34
  a
• 11:34
  really
• 11:34
  interesting
• 11:34
  space.
• 11:35
  Hadn't
• 11:36
  really
• 11:36
  thought
• 11:36
  about
• 11:36
  it
• 11:37
  until
• 11:37
  you
• 11:37
  did
• 11:37
  this
• 11:37
  panel
• 11:38
  and
• 11:38
  now
• 11:39
  I
• 11:39
  am
• 11:39
  thinking
• 11:39
  about
• 11:40
  it
• 11:40
  more.
• 11:40
  Yeah.
• 11:41
  Yeah.
• 11:42
  The
• 11:42
  abundance
• 11:42
  of
• 11:43
  apps,
• 11:43
  I'm
• 11:43
  not
• 11:43
  sure
• 11:43
  but
• 11:44
  that
• 11:44
  feels
• 11:44
  like
• 11:44
  a
• 11:44
  bit
• 11:44
  of
• 11:44
  a
• 11:44
  bubble
• 11:45
  to
• 11:45
  me.
• 11:45
  You
• 11:45
  know,
• 11:45
  when
• 11:45
  you've
• 11:45
  got
• 11:46
  dominant
• 11:46
  players
• 11:46
  like
• 11:46
  Reels,
• 11:47
  Snapchat,
• 11:48
  TikTok
• 11:48
  shorts,
• 11:49
  like,
• 11:50
  that's
• 11:50
  where
• 11:50
  the
• 11:50
  established
• 11:51
  audience
• 11:51
  are.
• 11:51
  I'm
• 11:52
  not
• 11:52
  saying
• 11:52
  there's
• 11:52
  not
• 11:52
  space
• 11:52
  for
• 11:53
  a
• 11:53
  couple
• 11:53
  of
• 11:53
  bespoke
• 11:54
  apps
• 11:54
  that
• 11:54
  aren't
• 11:54
  specific,
• 11:55
  but
• 11:56
  the
• 11:56
  abundance
• 11:56
  of
• 11:56
  them
• 11:57
  is
• 11:57
  a
• 11:57
  bit
• 11:58
  of.
• 11:58
  Feels
• 11:58
  like
• 11:58
  a
• 11:58
  bit
• 11:58
  of
• 11:59
  a
• 11:59
  bubble
• 11:59
  to
• 11:59
  me.
• 11:59
  I
• 12:00
  guess
• 12:00
  the
• 12:00
  Other
• 12:00
  question
• 12:00
  is
• 12:00
  like,
• 12:01
  why
• 12:01
  is
• 12:01
  it
• 12:01
  relevant
• 12:02
  for
• 12:02
  premium
• 12:03
  streaming
• 12:03
  to
• 12:03
  move
• 12:04
  in?
• 12:04
  And
• 12:04
  I
• 12:04
  think
• 12:05
  the
• 12:05
  reasons
• 12:06
  behind
• 12:06
  that
• 12:06
  are
• 12:06
  like
• 12:08
  this
• 12:08
  sort
• 12:08
  of
• 12:09
  lean
• 12:09
  back.
• 12:11
  Casual
• 12:13
  consumption,
• 12:14
  casual
• 12:14
  potency
• 12:14
  of
• 12:15
  attention
• 12:16
  is
• 12:16
  something
• 12:16
  they've
• 12:17
  maybe
• 12:17
  left
• 12:18
  on
• 12:18
  the
• 12:18
  table.
• 12:19
  That
• 12:19
  it
• 12:19
  was
• 12:19
  something
• 12:19
  that
• 12:20
  was
• 12:20
  filled
• 12:20
  by
• 12:20
  linear
• 12:21
  is
• 12:21
  being
• 12:21
  less
• 12:21
  and
• 12:21
  less
• 12:21
  filled
• 12:22
  by
• 12:22
  linear.
• 12:22
  Especially
• 12:23
  as,
• 12:23
  you
• 12:23
  know,
• 12:23
  generations
• 12:24
  are.
• 12:25
  The
• 12:25
  watermark
• 12:25
  of
• 12:25
  generation.
• 12:26
  Generations
• 12:27
  is
• 12:27
  rising.
• 12:29
  And
• 12:29
  premium
• 12:30
  streaming
• 12:30
  finds
• 12:30
  itself
• 12:31
  in
• 12:31
  a
• 12:31
  place
• 12:31
  where,
• 12:31
  okay,
• 12:32
  there
• 12:32
  you
• 12:32
  turn
• 12:32
  to
• 12:33
  premium
• 12:33
  streaming
• 12:33
  when
• 12:34
  you
• 12:34
  want
• 12:34
  to
• 12:34
  sit
• 12:35
  down
• 12:35
  and
• 12:35
  watch
• 12:36
  and
• 12:36
  it's
• 12:36
  intense.
• 12:36
  Something
• 12:37
  somebody
• 12:37
  said.
• 12:37
  Somebody.
• 12:38
  There
• 12:38
  was
• 12:38
  an
• 12:38
  analogy
• 12:38
  earlier.
• 12:38
  I
• 12:39
  can't
• 12:39
  remember
• 12:39
  who
• 12:39
  it
• 12:39
  was
• 12:39
  now
• 12:40
  off
• 12:40
  top
• 12:40
  of
• 12:40
  my
• 12:40
  head,
• 12:40
  but
• 12:40
  it
• 12:40
  was
• 12:41
  like,
• 12:43
  it's
• 12:43
  like,
• 12:43
  you
• 12:43
  know,
• 12:43
  when
• 12:43
  you
• 12:43
  go
• 12:44
  to
• 12:44
  a
• 12:44
  meal
• 12:44
  and
• 12:44
  there's
• 12:45
  like
• 12:45
  a
• 12:45
  d'
• 12:45
  oeuvre
• 12:46
  served
• 12:46
  and
• 12:46
  they're
• 12:47
  very
• 12:47
  satisfying
• 12:47
  and
• 12:48
  you
• 12:48
  pick
• 12:48
  at
• 12:48
  them.
• 12:48
  And
• 12:49
  then
• 12:49
  there's
• 12:49
  the
• 12:49
  main.
• 12:49
  The
• 12:50
  main
• 12:50
  course.
• 12:50
  It's
• 12:50
  like,
• 12:51
  okay,
• 12:51
  well,
• 12:51
  obviously
• 12:52
  premium
• 12:52
  streaming
• 12:52
  and
• 12:53
  that
• 12:53
  experience
• 12:54
  is
• 12:54
  serving
• 12:54
  the
• 12:55
  main
• 12:55
  course.
• 12:55
  Social
• 12:55
  media
• 12:55
  is
• 12:56
  the
• 12:56
  old
• 12:56
  ed.
• 12:56
  Yeah,
• 12:56
  but
• 12:56
  everyone
• 12:57
  loves
• 12:57
  sausage
• 12:57
  rolls.
• 12:58
  So,
• 12:58
  you
• 12:58
  know,
• 12:59
  like,
• 12:59
  that's
• 12:59
  a
• 12:59
  whole.
• 13:00
  That
• 13:00
  could
• 13:00
  be
• 13:00
  a
• 13:00
  whole
• 13:00
  meal
• 13:00
  if
• 13:01
  you
• 13:01
  have.
• 13:01
  Yeah,
• 13:01
  yeah,
• 13:01
  yeah.
• 13:01
  Well,
• 13:02
  if
• 13:02
  you're,
• 13:02
  if
• 13:02
  you're
• 13:02
  passionate
• 13:02
  about,
• 13:03
  like,
• 13:04
  listen,
• 13:04
  you
• 13:04
  know,
• 13:04
  depending
• 13:05
  on
• 13:05
  what
• 13:05
  the.
• 13:05
  Any
• 13:06
  comments
• 13:06
  are,
• 13:06
  I'm
• 13:07
  not
• 13:07
  going
• 13:07
  to.
• 13:07
  We're
• 13:07
  going
• 13:08
  too
• 13:08
  far
• 13:08
  down
• 13:08
  this,
• 13:09
  this
• 13:09
  road.
• 13:09
  But
• 13:09
  like
• 13:10
  that,
• 13:10
  that,
• 13:11
  that
• 13:11
  attention
• 13:13
  has
• 13:13
  been
• 13:13
  left
• 13:13
  on
• 13:14
  the
• 13:14
  table.
• 13:14
  Sorry,
• 13:14
  I'm
• 13:15
  back
• 13:15
  to
• 13:15
  meals.
• 13:15
  But
• 13:15
  that
• 13:15
  attention
• 13:16
  has
• 13:16
  been
• 13:16
  left
• 13:16
  on
• 13:16
  the
• 13:16
  table.
• 13:17
  And
• 13:17
  it's.
• 13:18
  That's,
• 13:18
  you
• 13:19
  know,
• 13:19
  at
• 13:19
  saturation
• 13:20
  of
• 13:20
  premium
• 13:20
  streaming,
• 13:20
  this
• 13:21
  is
• 13:21
  something
• 13:21
  that
• 13:21
  they
• 13:21
  need
• 13:21
  to
• 13:21
  be
• 13:22
  looking
• 13:22
  at.
• 13:22
  And
• 13:22
  I
• 13:23
  think
• 13:23
  it's
• 13:23
  also.
• 13:23
  Sorry,
• 13:24
  one
• 13:24
  more
• 13:24
  rant.
• 13:25
  It's
• 13:25
  also
• 13:25
  those
• 13:26
  types
• 13:26
  of
• 13:26
  formats,
• 13:27
  right?
• 13:27
  Like
• 13:28
  talk
• 13:28
  shows.
• 13:29
  Talk
• 13:29
  shows
• 13:30
  are
• 13:30
  being
• 13:30
  replaced
• 13:30
  by
• 13:30
  podcasts.
• 13:31
  Right.
• 13:31
  It's
• 13:32
  like,
• 13:32
  that's
• 13:32
  more
• 13:32
  of
• 13:32
  like
• 13:32
  a
• 13:33
  vertical
• 13:33
  format
• 13:34
  that's
• 13:34
  more
• 13:34
  of
• 13:34
  a
• 13:35
  casual
• 13:35
  consumption.
• 13:36
  Obviously,
• 13:36
  sometimes
• 13:37
  you
• 13:39
  consume
• 13:39
  a
• 13:39
  podcast
• 13:40
  with
• 13:40
  voracious
• 13:41
  appetite,
• 13:41
  but
• 13:42
  oftentimes
• 13:43
  you'll
• 13:43
  have
• 13:43
  it
• 13:43
  on
• 13:43
  in
• 13:44
  the
• 13:44
  background
• 13:44
  or
• 13:44
  you'll
• 13:44
  have
• 13:44
  it
• 13:45
  on
• 13:45
  in,
• 13:45
  like
• 13:46
  when
• 13:46
  you're
• 13:46
  driving
• 13:46
  or
• 13:46
  like
• 13:47
  those
• 13:47
  kind
• 13:47
  of
• 13:47
  casual
• 13:47
  attention
• 13:48
  moments
• 13:48
  rather
• 13:49
  than
• 13:49
  an
• 13:49
  intense
• 13:49
  attention
• 13:50
  moment.
• 13:50
  So,
• 13:51
  yeah,
• 13:51
  I
• 13:51
  think
• 13:51
  it
• 13:51
  also
• 13:52
  shows
• 13:52
  an
• 13:52
  acknowledgement
• 13:53
  of
• 13:53
  the
• 13:53
  streamers.
• 13:54
  You
• 13:54
  know,
• 13:55
  to
• 13:55
  this
• 13:56
  point,
• 13:56
  if
• 13:57
  you
• 13:57
  were
• 13:57
  a
• 13:57
  streamer
• 13:57
  or
• 13:58
  you
• 13:58
  were
• 13:58
  YouTube
• 13:59
  or
• 13:59
  you
• 13:59
  were
• 13:59
  TikTok,
• 14:00
  you
• 14:00
  kind
• 14:01
  of
• 14:01
  stayed
• 14:01
  in
• 14:01
  your
• 14:01
  lane.
• 14:02
  And
• 14:02
  now
• 14:02
  there's
• 14:02
  an
• 14:03
  acknowledgement
• 14:03
  that
• 14:03
  attention
• 14:04
  is
• 14:05
  fluid
• 14:05
  across
• 14:05
  all
• 14:06
  of
• 14:06
  those,
• 14:06
  which,
• 14:06
  of
• 14:07
  course,
• 14:07
  you've
• 14:07
  spoken
• 14:07
  about
• 14:08
  a
• 14:08
  lot.
• 14:09
  And
• 14:10
  the
• 14:10
  battle
• 14:11
  for
• 14:11
  that
• 14:11
  attention
• 14:12
  now
• 14:13
  is
• 14:13
  so,
• 14:15
  Is
• 14:15
  so
• 14:15
  high.
• 14:16
  They've
• 14:16
  got
• 14:16
  to
• 14:16
  think
• 14:16
  about
• 14:16
  how
• 14:17
  they
• 14:17
  go
• 14:17
  and
• 14:17
  activate
• 14:17
  in
• 14:17
  those
• 14:18
  spaces.
• 14:18
  Absolutely.
• 14:19
  No
• 14:19
  longer
• 14:19
  is
• 14:20
  everybody
• 14:20
  staying
• 14:20
  in
• 14:20
  their
• 14:21
  lane.
• 14:21
  See
• 14:23
  the
• 14:23
  Netflix
• 14:23
  earnings
• 14:24
  call
• 14:24
  when
• 14:24
  they're
• 14:24
  talking
• 14:25
  about
• 14:25
  YouTube
• 14:25
  and
• 14:26
  the
• 14:26
  battle
• 14:26
  for
• 14:27
  entertainment.
• 14:28
  Yeah.
• 14:28
  They're
• 14:28
  leaning
• 14:29
  into
• 14:29
  gaming.
• 14:30
  They're
• 14:30
  not
• 14:30
  staying
• 14:31
  in
• 14:31
  their
• 14:31
  lane
• 14:31
  anymore.
• 14:32
  TikTok.
• 14:32
  Is
• 14:32
  their
• 14:33
  lane
• 14:33
  saturated?
• 14:33
  That's
• 14:34
  the
• 14:34
  problem.
• 14:34
  And
• 14:35
  this
• 14:35
  is.
• 14:35
  Yeah,
• 14:35
  when
• 14:36
  you're.
• 14:36
  You've
• 14:37
  got
• 14:37
  Wall
• 14:37
  street,
• 14:37
  they're.
• 14:40
  To
• 14:40
  go.
• 14:40
  Forever
• 14:40
  up
• 14:40
  and
• 14:41
  to
• 14:41
  the
• 14:41
  right.
• 14:41
  You
• 14:41
  got
• 14:41
  to
• 14:41
  think
• 14:42
  about
• 14:42
  how
• 14:42
  you
• 14:42
  go
• 14:42
  broader
• 14:43
  and
• 14:43
  that's
• 14:43
  really
• 14:44
  where
• 14:44
  this
• 14:44
  has
• 14:44
  come
• 14:45
  from.
• 14:45
  And
• 14:45
  I
• 14:45
  was
• 14:45
  struck
• 14:46
  by
• 14:46
  how
• 14:46
  some
• 14:46
  of
• 14:46
  the
• 14:46
  established
• 14:47
  players
• 14:48
  like
• 14:48
  Channel
• 14:48
  4
• 14:48
  and
• 14:49
  ITB,
• 14:50
  I
• 14:50
  mean,
• 14:51
  the
• 14:51
  impression
• 14:52
  you
• 14:52
  get
• 14:52
  isn't
• 14:52
  that
• 14:52
  their
• 14:52
  lane
• 14:53
  is
• 14:53
  saturated,
• 14:53
  it's
• 14:54
  just
• 14:54
  the
• 14:55
  audience
• 14:55
  isn't
• 14:55
  in
• 14:55
  their
• 14:56
  lane,
• 14:56
  so
• 14:56
  they
• 14:56
  need
• 14:57
  to
• 14:57
  go
• 14:57
  into
• 14:58
  other
• 14:58
  people's
• 14:58
  lane
• 14:59
  to
• 14:59
  kind
• 14:59
  of
• 14:59
  attract
• 15:00
  the
• 15:00
  audience
• 15:00
  back
• 15:00
  to
• 15:01
  them.
• 15:01
  Yeah.
• 15:02
  And
• 15:02
  CBBC,
• 15:03
  YouTube
• 15:03
  announcement.
• 15:04
  Yeah,
• 15:04
  absolutely.
• 15:05
  And
• 15:05
  so,
• 15:06
  you
• 15:06
  know,
• 15:06
  channel
• 15:06
  four
• 15:07
  talking
• 15:07
  about
• 15:07
  being
• 15:07
  on
• 15:07
  YouTube
• 15:08
  and
• 15:08
  meta,
• 15:09
  but
• 15:09
  trying
• 15:09
  to
• 15:09
  draw
• 15:10
  some
• 15:10
  distinction
• 15:11
  between
• 15:13
  being
• 15:13
  on
• 15:13
  meta
• 15:14
  and
• 15:14
  YouTube,
• 15:14
  was
• 15:15
  fishing
• 15:16
  for
• 15:16
  audience
• 15:17
  and
• 15:17
  bringing
• 15:18
  them
• 15:18
  back
• 15:19
  to
• 15:19
  their
• 15:20
  channel
• 15:20
  where
• 15:20
  they
• 15:20
  have
• 15:21
  the
• 15:21
  most
• 15:21
  value.
• 15:21
  Did
• 15:22
  you
• 15:22
  to
• 15:22
  just
• 15:23
  bring
• 15:23
  it
• 15:23
  back
• 15:23
  to
• 15:24
  the
• 15:24
  vertical
• 15:24
  video
• 15:25
  was
• 15:26
  the
• 15:26
  sense
• 15:26
  that
• 15:26
  for
• 15:27
  the
• 15:27
  established
• 15:27
  players,
• 15:27
  vertical
• 15:28
  video
• 15:28
  is
• 15:29
  a
• 15:29
  form
• 15:29
  of
• 15:30
  trying
• 15:30
  to
• 15:30
  find
• 15:30
  the
• 15:31
  audience
• 15:31
  to
• 15:31
  then
• 15:31
  bring
• 15:32
  them
• 15:32
  back
• 15:32
  to
• 15:32
  their
• 15:32
  channel,
• 15:33
  do
• 15:33
  you
• 15:33
  think?
• 15:34
  Not
• 15:36
  directly.
• 15:36
  I
• 15:36
  think
• 15:37
  so.
• 15:37
  We
• 15:38
  at
• 15:38
  Paramount
• 15:38
  and
• 15:38
  BBC
• 15:39
  Studios,
• 15:39
  I
• 15:39
  think,
• 15:40
  you
• 15:40
  know,
• 15:40
  both
• 15:41
  who
• 15:41
  are
• 15:41
  quite
• 15:41
  progressive
• 15:42
  at
• 15:42
  this.
• 15:43
  You
• 15:43
  know,
• 15:44
  obviously
• 15:44
  the
• 15:44
  value
• 15:45
  funnel,
• 15:45
  the
• 15:46
  commercial
• 15:46
  funnel
• 15:46
  for
• 15:47
  what
• 15:47
  that
• 15:48
  type
• 15:48
  of
• 15:48
  fan
• 15:48
  brings
• 15:49
  needs
• 15:49
  to
• 15:50
  be
• 15:50
  answered.
• 15:51
  But
• 15:52
  vertical
• 15:52
  being
• 15:53
  an
• 15:53
  integrated
• 15:54
  part
• 15:54
  of
• 15:54
  the
• 15:55
  format
• 15:55
  of
• 15:55
  the
• 15:56
  IP
• 15:58
  for
• 15:58
  what
• 15:58
  that
• 15:58
  can
• 15:59
  deliver,
• 15:59
  whether
• 15:59
  it's
• 15:59
  reach,
• 16:00
  whether
• 16:00
  it
• 16:00
  is
• 16:00
  monetization,
• 16:01
  which
• 16:01
  is
• 16:01
  becoming
• 16:02
  a
• 16:02
  bit
• 16:02
  more
• 16:02
  clearer
• 16:02
  on
• 16:03
  vertical
• 16:04
  platforms,
• 16:04
  whether.
• 16:05
  It'S
• 16:05
  irrelevant
• 16:05
  relevance
• 16:06
  as
• 16:06
  well,
• 16:06
  and
• 16:06
  on
• 16:06
  relevance,
• 16:07
  can't
• 16:07
  afford
• 16:08
  not
• 16:08
  to
• 16:08
  be
• 16:08
  relevant
• 16:08
  to
• 16:09
  the
• 16:09
  audiences
• 16:09
  that
• 16:09
  are
• 16:10
  there,
• 16:10
  but.
• 16:10
  Also
• 16:10
  servicing
• 16:11
  people
• 16:11
  into.
• 16:12
  Into
• 16:12
  other
• 16:13
  commercial
• 16:13
  avenues,
• 16:13
  whether
• 16:14
  it's
• 16:14
  like
• 16:14
  their
• 16:14
  shops
• 16:15
  or
• 16:15
  like,
• 16:15
  you
• 16:15
  know,
• 16:15
  TikTok
• 16:15
  shop,
• 16:16
  etc,
• 16:16
  there's
• 16:17
  other
• 16:17
  levers
• 16:17
  there
• 16:18
  that
• 16:18
  justify
• 16:18
  this
• 16:20
  when
• 16:20
  you
• 16:20
  do
• 16:20
  it.
• 16:21
  Right.
• 16:21
  So,
• 16:21
  yeah,
• 16:22
  I
• 16:22
  think
• 16:22
  for
• 16:22
  those
• 16:23
  two,
• 16:23
  as
• 16:23
  we
• 16:24
  were
• 16:24
  discussing
• 16:24
  on
• 16:24
  the
• 16:25
  panel,
• 16:25
  you
• 16:25
  know,
• 16:25
  got
• 16:26
  it.
• 16:27
  Whether
• 16:28
  the
• 16:28
  bigger
• 16:29
  broadcast,
• 16:29
  whether
• 16:29
  other
• 16:30
  broadcasters
• 16:30
  do,
• 16:30
  or
• 16:31
  whether
• 16:31
  it's
• 16:32
  understood
• 16:32
  at
• 16:32
  this,
• 16:33
  the
• 16:33
  highest,
• 16:33
  highest
• 16:34
  level
• 16:34
  of
• 16:34
  those
• 16:35
  types
• 16:35
  of
• 16:35
  platforms
• 16:35
  is
• 16:36
  a
• 16:36
  question.
• 16:37
  But
• 16:37
  definitely
• 16:37
  BBC
• 16:38
  Studios
• 16:38
  empowerment
• 16:39
  are
• 16:39
  in
• 16:39
  it
• 16:39
  for
• 16:39
  the
• 16:39
  right
• 16:39
  reasons
• 16:40
  with
• 16:40
  those
• 16:40
  teams.
• 16:41
  Yeah,
• 16:42
  it's
• 16:42
  interesting.
• 16:43
  We've
• 16:43
  spoken
• 16:44
  about
• 16:44
  fluidity
• 16:44
  of
• 16:45
  fandom
• 16:45
  and
• 16:46
  that's.
• 16:47
  It's
• 16:47
  been
• 16:48
  counter
• 16:48
  to
• 16:48
  how
• 16:48
  a
• 16:48
  lot
• 16:49
  of
• 16:49
  the
• 16:49
  platforms
• 16:49
  worked
• 16:50
  who
• 16:50
  were
• 16:50
  built
• 16:50
  on
• 16:51
  exclusivity
• 16:51
  and
• 16:51
  being
• 16:52
  held
• 16:52
  Gardens
• 16:52
  and
• 16:53
  trying
• 16:53
  to
• 16:53
  keep
• 16:53
  you
• 16:53
  there
• 16:53
  and
• 16:54
  not
• 16:54
  letting
• 16:54
  you
• 16:54
  go
• 16:54
  anywhere
• 16:55
  else.
• 16:55
  And
• 16:56
  actually,
• 16:56
  I
• 16:56
  think
• 16:57
  this
• 16:57
  almost
• 16:57
  as
• 16:58
  well
• 16:58
  is
• 16:58
  an
• 16:58
  acknowledgment
• 16:59
  of
• 16:59
  that
• 16:59
  kind
• 16:59
  of
• 17:00
  broader
• 17:01
  acknowledgement
• 17:02
  in
• 17:02
  media
• 17:02
  that
• 17:03
  you
• 17:03
  can't
• 17:03
  expect
• 17:04
  people
• 17:04
  to
• 17:05
  come
• 17:05
  to
• 17:05
  you
• 17:05
  if
• 17:06
  something
• 17:06
  is
• 17:06
  only
• 17:07
  just
• 17:07
  available
• 17:07
  with
• 17:08
  you.
• 17:08
  They
• 17:08
  won't
• 17:08
  necessarily
• 17:09
  come
• 17:09
  to
• 17:09
  you
• 17:10
  if
• 17:10
  that
• 17:10
  fandom
• 17:11
  itch
• 17:11
  can
• 17:11
  be
• 17:11
  scratched
• 17:12
  elsewhere.
• 17:12
  We're
• 17:12
  finding
• 17:13
  that
• 17:13
  actually
• 17:13
  they
• 17:14
  couldn't
• 17:14
  corral
• 17:14
  or
• 17:15
  force
• 17:15
  that
• 17:15
  behavior
• 17:15
  to
• 17:16
  their
• 17:16
  platform.
• 17:16
  So
• 17:17
  to
• 17:17
  your
• 17:17
  point,
• 17:17
  they've
• 17:17
  got
• 17:18
  to
• 17:18
  go
• 17:18
  and
• 17:19
  fish,
• 17:21
  go
• 17:21
  and
• 17:21
  explore
• 17:22
  a
• 17:22
  different
• 17:22
  lane.
• 17:23
  And
• 17:23
  some
• 17:23
  will
• 17:23
  migrate
• 17:24
  across,
• 17:24
  but
• 17:24
  actually
• 17:25
  some.
• 17:25
  Some
• 17:25
  won't.
• 17:26
  And.
• 17:26
  But
• 17:27
  better
• 17:27
  there
• 17:27
  than
• 17:27
  not.
• 17:28
  Yes,
• 17:28
  yes,
• 17:28
  yes.
• 17:29
  Yeah,
• 17:30
  a
• 17:31
  bit
• 17:31
  of
• 17:31
  a
• 17:31
  runoff.
• 17:32
  No,
• 17:32
  that's
• 17:32
  really
• 17:33
  useful.
• 17:34
  And
• 17:34
  yes.
• 17:35
  So
• 17:35
  tomorrow
• 17:35
  we
• 17:36
  are.
• 17:36
  Here
• 17:37
  we
• 17:37
  go.
• 17:37
  Now,
• 17:37
  I've
• 17:37
  got
• 17:37
  a
• 17:37
  panel
• 17:38
  tomorrow
• 17:38
  on
• 17:38
  data,
• 17:38
  which
• 17:39
  is.
• 17:39
  I
• 17:39
  feel
• 17:40
  like
• 17:40
  you're
• 17:40
  preserved
• 17:40
  too,
• 17:42
  but
• 17:42
  you
• 17:42
  can't
• 17:42
  have
• 17:42
  both.
• 17:43
  Palmer,
• 17:43
  I'll
• 17:44
  help
• 17:44
  you
• 17:44
  from
• 17:45
  the.
• 17:45
  From
• 17:45
  the.
• 17:45
  I
• 17:46
  promise.
• 17:46
  And
• 17:46
  what.
• 17:46
  And
• 17:47
  what's
• 17:47
  the
• 17:48
  source?
• 17:48
  What's
• 17:49
  the
• 17:49
  perspective
• 17:49
  on
• 17:49
  the
• 17:50
  data?
• 17:50
  Well,
• 17:50
  the
• 17:50
  best.
• 17:51
  There's
• 17:51
  lots
• 17:51
  of
• 17:51
  examples
• 17:52
  of.
• 17:53
  We're
• 17:53
  not
• 17:53
  getting
• 17:54
  that
• 17:54
  for
• 17:54
  each.
• 17:55
  Talking
• 17:56
  about
• 17:56
  data.
• 17:57
  So
• 17:57
  we've
• 17:57
  got
• 17:57
  UK
• 17:57
  TV
• 17:58
  and
• 17:59
  BBC
• 17:59
  Studios.
• 18:00
  The
• 18:01
  lady
• 18:01
  who
• 18:01
  runs
• 18:01
  the
• 18:02
  creator
• 18:02
  lab,
• 18:03
  Ant
• 18:03
  has
• 18:04
  overseen
• 18:04
  some
• 18:04
  of
• 18:05
  their
• 18:05
  activations
• 18:05
  on
• 18:05
  Roblox
• 18:06
  platform.
• 18:06
  Close
• 18:06
  to
• 18:07
  my
• 18:07
  heart,
• 18:08
  but
• 18:08
  just
• 18:08
  looking
• 18:08
  at
• 18:09
  data,
• 18:09
  really,
• 18:09
  in
• 18:10
  the
• 18:10
  sense
• 18:10
  that
• 18:10
  there's
• 18:10
  no
• 18:11
  excuse
• 18:11
  not
• 18:11
  to
• 18:11
  know
• 18:12
  our
• 18:12
  audience
• 18:12
  anymore,
• 18:13
  something
• 18:14
  that
• 18:14
  we've
• 18:15
  been
• 18:15
  extolling
• 18:15
  the
• 18:15
  virtues
• 18:16
  of
• 18:16
  fiat,
• 18:17
  but
• 18:17
  there's
• 18:17
  no
• 18:17
  excuse
• 18:18
  not
• 18:18
  to
• 18:18
  know
• 18:19
  your
• 18:19
  audience
• 18:20
  and
• 18:20
  utilize
• 18:21
  data.
• 18:21
  It
• 18:21
  can
• 18:21
  be
• 18:22
  used
• 18:22
  in
• 18:22
  commissioning
• 18:23
  decisions,
• 18:23
  it
• 18:24
  can
• 18:24
  be
• 18:24
  used
• 18:24
  to
• 18:24
  look
• 18:24
  at
• 18:25
  optimum
• 18:26
  distribution
• 18:27
  strategies.
• 18:28
  But
• 18:29
  also
• 18:29
  there's
• 18:29
  a
• 18:29
  fine
• 18:29
  line
• 18:30
  between
• 18:31
  data
• 18:31
  being
• 18:32
  your
• 18:32
  master,
• 18:32
  perhaps,
• 18:34
  or
• 18:35
  us
• 18:35
  mastering
• 18:36
  the
• 18:36
  data.
• 18:37
  And
• 18:38
  there
• 18:38
  is
• 18:38
  a
• 18:38
  tendency
• 18:39
  sometimes
• 18:39
  to
• 18:39
  get
• 18:40
  so
• 18:40
  focused
• 18:40
  on
• 18:40
  it
• 18:40
  that
• 18:41
  you
• 18:41
  maybe
• 18:42
  lose
• 18:42
  sight
• 18:42
  of
• 18:43
  what
• 18:43
  your
• 18:43
  creative
• 18:43
  proposition
• 18:44
  is.
• 18:44
  For
• 18:44
  example.
• 18:45
  Yeah,
• 18:46
  I
• 18:46
  wonder
• 18:46
  if
• 18:46
  maybe
• 18:47
  that.
• 18:47
  You
• 18:48
  know,
• 18:48
  I'm
• 18:48
  thinking
• 18:48
  Moonbug
• 18:50
  with
• 18:50
  Cocomelon.
• 18:51
  I
• 18:51
  mean,
• 18:52
  they
• 18:52
  really
• 18:53
  were
• 18:53
  the
• 18:53
  ones
• 18:54
  who
• 18:54
  embraced
• 18:55
  YouTube
• 18:55
  and
• 18:55
  the
• 18:55
  data
• 18:55
  that
• 18:56
  you
• 18:56
  could
• 18:56
  take
• 18:56
  from
• 18:57
  that.
• 18:58
  But
• 18:58
  I
• 18:58
  wonder
• 18:59
  maybe,
• 18:59
  perhaps
• 18:59
  if
• 19:00
  data
• 19:00
  drove
• 19:01
  the
• 19:01
  bus
• 19:01
  too
• 19:01
  much
• 19:02
  at
• 19:02
  the
• 19:02
  expense
• 19:02
  of.
• 19:02
  Perhaps
• 19:03
  data
• 19:03
  isn't
• 19:04
  strategy
• 19:05
  ultimately,
• 19:06
  but
• 19:06
  the
• 19:06
  other.
• 19:07
  But,
• 19:07
  you
• 19:07
  know,
• 19:07
  I'm
• 19:08
  not
• 19:08
  leveling
• 19:09
  that
• 19:09
  as
• 19:09
  a.
• 19:09
  As
• 19:09
  a
• 19:10
  criticism,
• 19:10
  actually,
• 19:10
  because
• 19:11
  I
• 19:11
  think
• 19:11
  they
• 19:11
  did
• 19:11
  a
• 19:11
  lot
• 19:11
  for
• 19:12
  showing
• 19:12
  how
• 19:12
  data
• 19:12
  could
• 19:13
  be
• 19:13
  leveraged
• 19:14
  in
• 19:14
  content
• 19:15
  and
• 19:15
  in
• 19:15
  an
• 19:15
  IP
• 19:16
  building
• 19:16
  and
• 19:16
  franchise
• 19:17
  building.
• 19:18
  But
• 19:18
  it's.
• 19:19
  So
• 19:19
  that's
• 19:19
  what
• 19:19
  we're
• 19:20
  diving
• 19:20
  into
• 19:20
  tomorrow.
• 19:21
  Distribute.
• 19:21
  There
• 19:21
  was
• 19:21
  an
• 19:22
  interesting
• 19:22
  concept
• 19:22
  I
• 19:22
  heard
• 19:22
  actually
• 19:23
  on
• 19:23
  TikTok
• 19:23
  last
• 19:24
  night.
• 19:25
  Which
• 19:26
  was,
• 19:26
  yeah,
• 19:27
  data.
• 19:28
  Data
• 19:28
  tends
• 19:29
  to
• 19:29
  measure
• 19:29
  what's
• 19:29
  easily
• 19:30
  measurable,
• 19:31
  but
• 19:31
  what's
• 19:32
  easily
• 19:32
  measurable
• 19:33
  sometimes
• 19:33
  isn't
• 19:33
  the
• 19:33
  most
• 19:34
  important
• 19:34
  thing
• 19:34
  to
• 19:34
  be
• 19:34
  looking
• 19:34
  at.
• 19:35
  And
• 19:35
  that
• 19:35
  was
• 19:36
  one
• 19:36
  of
• 19:36
  the
• 19:36
  things
• 19:36
  that
• 19:36
  came
• 19:36
  up
• 19:36
  in
• 19:36
  Africa
• 19:37
  for
• 19:38
  misdirection.
• 19:39
  It's
• 19:40
  very
• 19:40
  easy
• 19:40
  to
• 19:40
  be
• 19:40
  misdirected.
• 19:41
  And
• 19:42
  that,
• 19:42
  I
• 19:42
  think,
• 19:42
  is
• 19:42
  a
• 19:43
  skill
• 19:43
  set,
• 19:43
  particularly
• 19:43
  in
• 19:44
  media,
• 19:44
  and
• 19:44
  particularly
• 19:44
  if
• 19:45
  you
• 19:45
  come
• 19:45
  from
• 19:45
  traditional
• 19:45
  media,
• 19:46
  who
• 19:46
  is
• 19:46
  to
• 19:47
  use
• 19:47
  data
• 19:48
  a
• 19:48
  little
• 19:48
  bit
• 19:48
  more?
• 19:49
  Obviously,
• 19:50
  there's
• 19:51
  certain
• 19:51
  kind
• 19:52
  of
• 19:52
  legacy
• 19:52
  mindsets
• 19:53
  and
• 19:53
  ways
• 19:53
  things
• 19:54
  have
• 19:54
  been
• 19:54
  done,
• 19:55
  and
• 19:55
  data
• 19:56
  sometimes
• 19:56
  can
• 19:56
  feel
• 19:57
  like
• 19:57
  it
• 19:58
  more
• 19:58
  muddies
• 19:58
  the
• 19:59
  waters
• 19:59
  than
• 19:59
  makes
• 19:59
  them
• 20:00
  clearer.
• 20:00
  So
• 20:01
  there
• 20:01
  is
• 20:01
  an
• 20:01
  art
• 20:02
  in
• 20:02
  using
• 20:02
  it
• 20:03
  pragmatically.
• 20:04
  It's
• 20:04
  very
• 20:05
  easy
• 20:05
  to
• 20:05
  get
• 20:05
  busy
• 20:07
  misdirected.
• 20:07
  Right.
• 20:08
  And
• 20:08
  it
• 20:08
  feels
• 20:08
  productive,
• 20:10
  but
• 20:10
  it's
• 20:11
  not.
• 20:12
  And
• 20:12
  it's
• 20:12
  kind
• 20:12
  of
• 20:13
  being
• 20:13
  able
• 20:13
  to
• 20:13
  zoom
• 20:14
  out
• 20:14
  and
• 20:14
  clarify
• 20:15
  that
• 20:15
  and
• 20:15
  boil
• 20:15
  it
• 20:15
  down,
• 20:15
  that's
• 20:16
  kind
• 20:16
  of
• 20:16
  the
• 20:16
  art.
• 20:16
  And
• 20:17
  actually,
• 20:18
  in
• 20:18
  a
• 20:18
  way,
• 20:19
  people
• 20:19
  who
• 20:19
  have
• 20:19
  been
• 20:19
  in
• 20:20
  and
• 20:20
  around
• 20:20
  media
• 20:21
  a
• 20:21
  long
• 20:22
  time
• 20:22
  are
• 20:22
  quite
• 20:23
  well
• 20:23
  positioned
• 20:23
  if
• 20:23
  they
• 20:24
  embrace
• 20:24
  that
• 20:24
  data.
• 20:25
  Because
• 20:25
  at
• 20:25
  some
• 20:25
  point,
• 20:25
  you
• 20:26
  look
• 20:26
  at
• 20:26
  that
• 20:26
  sea
• 20:26
  of
• 20:27
  data
• 20:27
  and
• 20:27
  all
• 20:27
  of
• 20:27
  the
• 20:27
  misdirections
• 20:28
  and
• 20:28
  the
• 20:28
  different
• 20:29
  lanes
• 20:29
  open
• 20:30
  to
• 20:30
  you
• 20:30
  and
• 20:30
  you
• 20:31
  go,
• 20:32
  I
• 20:32
  thought
• 20:32
  I
• 20:32
  used
• 20:32
  that
• 20:32
  20
• 20:33
  years
• 20:33
  of
• 20:33
  experience
• 20:33
  here
• 20:34
  to
• 20:34
  make
• 20:34
  you
• 20:34
  just
• 20:34
  recall.
• 20:35
  And
• 20:35
  yes,
• 20:35
  it's
• 20:36
  an
• 20:36
  amalgamation
• 20:36
  of
• 20:37
  a
• 20:37
  lot
• 20:37
  of
• 20:37
  things,
• 20:37
  but
• 20:37
  it's
• 20:38
  that
• 20:38
  kind
• 20:38
  of
• 20:38
  gut
• 20:38
  feel,
• 20:39
  and
• 20:39
  that
• 20:40
  actually
• 20:40
  does
• 20:41
  come
• 20:41
  with
• 20:41
  experience.
• 20:43
  So
• 20:43
  it's
• 20:43
  been
• 20:43
  quite
• 20:44
  an
• 20:44
  interesting
• 20:44
  panel
• 20:45
  to
• 20:45
  prep.
• 20:45
  So
• 20:45
  we've
• 20:45
  got
• 20:46
  that
• 20:46
  tomorrow.
• 20:46
  Great.
• 20:47
  Cool.
• 20:48
  Well,
• 20:48
  thank
• 20:49
  you
• 20:49
  for
• 20:49
  tuning
• 20:49
  in
• 20:49
  to
• 20:50
  this
• 20:50
  live
• 20:51
  kind
• 20:51
  of
• 20:51
  in
• 20:52
  person
• 20:52
  recorded
• 20:53
  as
• 20:53
  Live
• 20:53
  in
• 20:54
  Person
• 20:54
  episode
• 20:55
  of
• 20:55
  the
• 20:55
  Kids
• 20:55
  Media
• 20:56
  Club
• 20:56
  podcast
• 20:56
  I'm
• 20:56
  gonna
• 20:57
  hand
• 20:57
  to
• 20:57
  you
• 20:57
  because
• 20:57
  you
• 20:57
  know
• 20:57
  the
• 20:57
  sound
• 20:58
  much
• 20:58
  better
• 20:58
  than
• 20:59
  me.
• 20:59
  Yes.
• 21:00
  Well,
• 21:01
  I'll
• 21:01
  give
• 21:01
  it
• 21:01
  a
• 21:01
  shot
• 21:02
  and
• 21:02
  say,
• 21:02
  I've
• 21:02
  already
• 21:02
  lost
• 21:03
  the
• 21:03
  words.
• 21:03
  Now
• 21:05
  we're
• 21:05
  all
• 21:05
  here
• 21:05
  in
• 21:06
  person.
• 21:06
  And
• 21:07
  yeah.
• 21:08
  So
• 21:08
  hope
• 21:08
  you
• 21:08
  enjoyed
• 21:09
  the
• 21:09
  podcast.
• 21:11
  Please
• 21:11
  like
• 21:11
  and
• 21:12
  subscribe
• 21:12
  wherever
• 21:12
  you
• 21:13
  get
• 21:13
  your
• 21:13
  podcast
• 21:13
  and
• 21:13
  we
• 21:14
  will
• 21:14
  see
• 21:14
  you
• 21:14
  next
• 21:15
  week.