Friday, October 3, 2008

Streaming Media West - Keynote by Jordan Hoffner, Director of Content Partnerships, YouTube

The videos from Streaming Media West are starting to appear within the Streaming Media video player at,, and currently more than a dozen of the videos are now available.

This video is the keynote by Jordan Hoffner, Director of Content Partnerships at YouTube who delivered a timely message on, "The Video Monetization Equation" that included both good news and bad news for online video publishers. The good news is that online video viewing is mainstream and that Americans stream more than 11.4 billion monthly and 75% of US Internet users view video online. He said that 79% of online video watchers connect via broadband today and forecast a 50% growth of broadband adoption over the next 5 years. He discussed how viewing behaviors have changed and that most people watch an equal amount of video on both TV and online.

The bad news he delivered was that online spend is incongruent to consumption and that the total US Advertising Spend of $303 Billion (2007E) was only 6% for online ads. He defined the Monetization Equation in the following terms: Monetization = Standardization + Innovation

I've included a link to his Powerpoint slides below or you can download them here. I'll be featuring more videos from the conference including my two online video panel sessions in upcoming posts.

Download Powerpoint slides: Keynote: Jordan Hoffner, Director of Content Partnerships, YouTube

Update (10/4/08): Embedded slide deck below