Media Production has become strongly integrated with Youtube in the past few years as users have began to find loopholes to upload popular TV series onto Youtube by altering the original video. This may involve mirroring the original image, distorting the sound slightly, or zooming in slightly to the image. All of these examples make loopholes to the copyright that these TV shows are not allowed on Youtube, as they are technically not the original TV show files since they have been altered, if not very slightly. This has caused a negative effect on the media industry, as revenue from DVD sales or TV channels streaming these TV shows are lost to Youtube users uploading the videos without consent. Through Porter’s Five Forces, this can be seen as a threat of substitutes which is increasingly impacting the TV production industry with the rise of piracy, which has been occurring on Youtube.
In order to stay relevant to the changing consumer habits where consumers are wanting to watch TV shows online, and having to resort to pirating TV shows via torrent or Youtube, studios are now offering their TV shows through the likes of TVNZ On Demand to cater to these consumer needs. Along with this, Youtube has also caused a rise of new types of TV shows due to the low barriers of entry required for users to upload a TV show. These are known as ‘Webisodes’, where independent users, or even the large production studios, are exploiting Youtube as a new channel of distribution. As a result, the industry has transformed to accommodate Youtube, and has exploited the threat of substitutes and turned this threat into an opportunity.
YouTube along with other media sharing sites is available anytime, anywhere and has the ability to reach a wider audience compared to traditional forms of media like television. This causes rivalry among competitors in the media production industry to intensify. Sites like this have increased the amount of platforms available in this industry. Increased options for customers/ buyers illustrates an increase in the bargaining power of buyers. Depending on your standpoint this can be viewed both as a negative or positive but YouTube has made a negative impact on traditional forms of media (losing TV ratings/views). Especially as YouTube is attracting more and more customers with its wide variety of content.
The rise of YouTube has changed the power of the media production industry in relation to the porters five forces I would say it is a threat of substitute products. This is evident as Rory has also mentioned above that its increasingly impacting on the television production industry with more piracy issues in regards to Youtube. The combination of the media and youtube over the years has joined together establishing loopholes to uploading movies, Tv Series to Youtube for others to watch. However the downside to this is that the quality of the image, sound or quality and clarity of zooming would be clear. As stated these are loopholes to the uploader as it hasn’t breached copyright to being uploaded to youtube as it hasn’t been extracted from the original file by using this tacticle method it has effected the industry as lack of sales in movies and television channels as viewers are now using this free method to watch their shows. This being a negative and disruptive impact on the industry. In my opinion I would say this change is positive for the industry as it encourages the viewer to watch things online rather then pirating it will be available on Youtube. The industry now allows the viewer to use examples such as TV on demand to catch up on programmes that they have missed and have the ability to live stream. This shows a positive approach within the industry decreasing the threat of substitutes as now there is more access to the viewer to be able to watch their programmes on had this is called ‘Webisodes’, where independent users, or even the large production studios, are exploiting Youtube as a new channel of distribution as Rory has mentioned I agree with his post.
I too think of YouTube as a threat of substitute towards media production. However using Porter’s Five Forces, I also think YouTube is an industry competitor. Within the industry, there would be rivalry among the firms due to three reasons – it would be expensive for a firm to leave the industry, there is a decline in the industry growth rate or differentiation is lost. Instead firms need to focus on competitive actions to protect their market share which creates intense rivalry and competitors need to respond quickly to strategic changes.
For example, a user is able to upload or watch anything for free on YouTube because it is available anytime and anywhere meaning the site has the ability to reach a large audience; so in order to remain competitive, TVNZ came up with TVNZ On Demand which enables their users to “never miss an episode” as they can view it later for free. YouTube also virtually does no advertising as it is known to be a free site to watch anything however with TVNZ, they are always advertising TVNZ On Demand and have associated a saying / slogan towards their service. (“Never miss an episode”).
I see this as having a positive effect because YouTube has changed the industry making it difficult for new entrants to enter plus removing the threats of substitute. YouTube has also catered its website to multiple audiences which holds a variety of content due to allowing anything to be uploaded. It also means programmes / movies won’t be pirated (as mentioned above).
From the above comments, I definitely agree with them particularly Kathryn Chin because I believe that YouTube indeed , contained the threat of substitution towards the media productions by refining few of their policies such as their copyrights law as well as registration law. However, as Kathryn also pointed out, YouTube is also an industry competitor. I agree with this because YouTube has many competitors such as Vimeo, Dailymotion, Metacafe, Hulu and many more but what these competitors do not have is the transparency and the openness that most social media have nowadays. With YouTube, practically anyone could register and make use of it according to their individual needs and preferences. In this essence, they are also able to minimize the threat of new entrants as they continue to offer unique services that are difficult to displace in the eyes of users. As a result, they were able to increase not only their industry growth rate but also their corporate image. I would say, it’s a positive change in terms of raw marketing. As it created a continuous flow of relevant communication across the all channels so that it could build and maintain a continuous customer relationships. Because they were able to achieve this, Currently, YouTube has almost about 100 million internet users per week and over 700 videos being shared very minute.
Intensity of competition rivalry – YouTube has brand loyal significance, everyone knows it and uses YouTube creating rivalry that is low intensity. YouTube “data is the new oil” for the media production industry this is all their entertainment material pirated onto YouTube that anyone can view for free, there will never be an end to this data. Competitors such as Hulu are not equal in size to YouTube and therefore competition rivalry is low. Another reason why the media production industry and competitors would be impacted negatively by YouTube; media from YouTube can be accessed across the world, when looking at Hulu that can only be accessed within the United States. The reason it impacts media production industry is anyone can see for free and individuals that upload this material will profit from it and not the production company.
The rise of Youtube over the years has decreased the threat of new entrants. This is due to the fact that Youtube is a 'one stop shop' for most people, meaning that there is something there for everyone. As Youtube already has such a rich library of videos, and a massive userbase, it is very hard for a competitor to try and compete with what Youtube has already built up. As said by others, Youtube is also used as a universal marketing tool by companies in other industries and it goes to show that Youtube is the king in their field. The media production industry also looks to Youtube for a lot of new content, but it is often hard for them to compete as Youtube already has a big userbase. In the past, media content was only available in specific places which some people were not able to access, but now thanks to Youtube, the content is more abundant and widely available than before as is the first choice to publish media content on.
In my opinion the rise of YouTube has changed the power of the media production industry for the worse. This is because with videos being uploaded of TV shows and movies for example, it gives users the ability to watch these for free. While there is a YouTube policy that shows and movies cannot be uploaded in full, there are many that escape these policies and make it on there anyway. Also if you search for a movie for example, there are a lot of videos stating they cannot upload the full video to YouTube but here is a link to watch it illegally on another website. This shows the threat of substitutes to the media production industry. This means that as users are able to watch movies and TV shows on YouTube for free, the media production industry is no longer getting money for people watching them as they are using a substitute product. This of course leads to less budget for future movies with less revenue made from previous ones. So overall, while YouTube is a great service, in my opinion it is harming the media production industry.
As previously stated by Rory, Alisha and Cecilia, I definitely agree with them that YouTube has changed the power of the media production industry in relation to the Porter’s 5 forces, threat of substitution. This is evident by what Rory and Alisha mentioned above that it is negatively impacting on the revenue from Dvd sales or Television channels being streamed on YouTube without consent. This is a result of over the past few years YouTube users have found ways (loopholes) in how to upload popular TV shows or movies to YouTube, by altering the original video. Examples of how they alter the original video are distorting the sound, mirroring the original image or zooming in slightly to the video. Each example identified is a loophole in the copyright law, as technically YouTube users have not uploaded the original TV show or movie. Through Porter’s 5 forces, this can be clearly identified as a threat of substitution, which is impacting the TV and movie production industry with the rise of piracy, mainly happening on YouTube.
In my opinion YouTube has forced the media production industry to change their old ways, which is a positive for the industry in making it difficult for new entrants to enter, while decreasing the threat of substitutes. This positive approach is clearly shown, as viewers are now able to watch their shows on ‘Webisodes’. These ‘Webisodes’ are where independent users or even the large production studios, are exploiting YouTube as a new channel of distribution as Rory and Alisha mentioned. The industry has also introduced websites such as TVNZ on Demand, where users can catch up on shows they have missed and can also have the ability to live stream them.
The growth of YouTubes popularity has changed the power of the media production industry – particularly the production industry of YouTube content creators, increasing the bargaining power of buyers. The huge surge in popularity of YouTube has increased the availability of free media content for YouTube viewers. This crated an avenue for content creators to make money on YouTube through advertisements. Because viewers do not pay directly to the content creators, content creators must ensure they create content that their community will consume or they will switch to other content creators at no loss. This leaves YouTube channels in the palms of the internet communities consuming their content. For a channel to remain on top they need to consistently create content that consumers want to watch. Or they will change to one of the many alternatives present on YouTube.
The rising popularity of YouTube certainly affects movie production industry. YouTube is an open source facility enable users to create their own production and broadcast without being a large media production company to reach large number of audience. The industry competition is fiercer. Especially, it’s becoming some people’s profession to create videos and broadcast on YouTube and making profits from YouTube. In the mean while, this creates more options for buyers/viewers as they are exposed to more choices of entertainments available on YouTube.
Despite YouTube creates fiercer competition to companies, it also has positive effects. It positively affect them in terms of how their product can reach larger audience on YouTube even though the video (as a product) is available for free to watch. The viewing rates of a program sometimes important in order to increase brand awareness and its own popularity and YouTube is the right facility for it.
The emergence of YouTube has significantly changed the media production industry. YouTube has provided a wide range of people the ability to post video content online from devices used every day such as their phones and laptop, while along the way get paid for it. These videos have the capability to become viral leading to them being posted on sites such as Facebook and Twitter, stimulating the interest from people all over the world.
Thus one of the Porter’s Five Forces that can be applied to YouTube is threat of new entrants. This can be seen as high. YouTube does not require high tech equipment nor does it require advanced editing software thus the start-up costs are relatively low. As soon as a video goes viral the user can gather subscribers who want to see more content from specific a user leading the user to produce further videos. These users must create new and innovative content in order to remain popular on YouTube otherwise the user will be replaced by new channels who provide similar content. YouTube can be seen as positive for the industry as any user who gains some degree of popularity and have a number of subscribers can benefit financially. They also have a wide exposure to a large audience to market and expand their brand. YouTube has led to many career opportunities for people leading them to carve out a successful career. For example Samantha Chapman started of producing make up tutorials on YouTube under the name Pixiwoo with her sister Nicola. They have created over 500 videos and currently have 1, 657, 574 subscribers. The popularity has lead them to have the opportunity to create a successful brush line called “real techniques” in which they use their channel to specifically promote and provide information concerning there line, demonstrating how to use each brush and create various looks with them.
The rise of YouTube has led to many changes in the media production industry. In 2006 YouTube was one of the fastest growing sites, uploading more than 65,000 new videos and averaging 20 million visits a month. As mentioned above by Rory, I agree that YouTube has become strongly integrated into media production. YouTube provides a platform that enables videos to be uploaded and shared, and as a result of its rapid growth, users began to find loopholes to upload popular television series, movies and songs (which in most cases were illegal), so it was only natural a high demand for content that was readily accessible and available for users exponentially grew. The media production industry saw this as a potential threat of substitute to the industry and reacted by criticising and filing lawsuits against YouTube for failing to upload material that complied with copyright laws. However, the media industry also identified that demand had shifted away from traditional forms of media and towards videos and content that were available on demand. The media industry had little option but to meet this shifted demand by catering for it. It provided systems which enable users to select and watch/listen to videos or audio content on demand (almost replicating the function of YouTube) which undoubtedly has transformed the media industry here in NZ and globally. In NZ, a number of broadcasting stations introduced their own versions of demand-television such as TVNZ On Demand, iSky and 3NOW On Demand etc. Although YouTube presents a potential threat of substitutes to the media production industry, I agree with Letoria that the rise of YouTube has led to an increase in the bargaining power of buyers, because of the wide range of media that is now available for customers to choose from. Before the introduction of YouTube, there were a few broadcasting stations meaning supplier power was high, however post-YouTube the amount of providers and products are vast resulting in supplier power to decrease. Overall, this has had a positive impact on the industry as it has allowed the industry to grow and allowed suppliers to expand their products. If demand for YouTube didn’t grow so quickly, I believe the industry wouldn’t be where it is today.
Media Production has become strongly integrated with Youtube in the past few years as users have began to find loopholes to upload popular TV series onto Youtube by altering the original video. This may involve mirroring the original image, distorting the sound slightly, or zooming in slightly to the image. All of these examples make loopholes to the copyright that these TV shows are not allowed on Youtube, as they are technically not the original TV show files since they have been altered, if not very slightly. This has caused a negative effect on the media industry, as revenue from DVD sales or TV channels streaming these TV shows are lost to Youtube users uploading the videos without consent. Through Porter’s Five Forces, this can be seen as a threat of substitutes which is increasingly impacting the TV production industry with the rise of piracy, which has been occurring on Youtube.
ReplyDeleteIn order to stay relevant to the changing consumer habits where consumers are wanting to watch TV shows online, and having to resort to pirating TV shows via torrent or Youtube, studios are now offering their TV shows through the likes of TVNZ On Demand to cater to these consumer needs. Along with this, Youtube has also caused a rise of new types of TV shows due to the low barriers of entry required for users to upload a TV show. These are known as ‘Webisodes’, where independent users, or even the large production studios, are exploiting Youtube as a new channel of distribution. As a result, the industry has transformed to accommodate Youtube, and has exploited the threat of substitutes and turned this threat into an opportunity.
YouTube along with other media sharing sites is available anytime, anywhere and has the ability to reach a wider audience compared to traditional forms of media like television. This causes rivalry among competitors in the media production industry to intensify. Sites like this have increased the amount of platforms available in this industry. Increased options for customers/ buyers illustrates an increase in the bargaining power of buyers. Depending on your standpoint this can be viewed both as a negative or positive but YouTube has made a negative impact on traditional forms of media (losing TV ratings/views). Especially as YouTube is attracting more and more customers with its wide variety of content.
ReplyDeleteThe rise of YouTube has changed the power of the media production industry in relation to the porters five forces I would say it is a threat of substitute products. This is evident as Rory has also mentioned above that its increasingly impacting on the television production industry with more piracy issues in regards to Youtube. The combination of the media and youtube over the years has joined together establishing loopholes to uploading movies, Tv Series to Youtube for others to watch. However the downside to this is that the quality of the image, sound or quality and clarity of zooming would be clear. As stated these are loopholes to the uploader as it hasn’t breached copyright to being uploaded to youtube as it hasn’t been extracted from the original file by using this tacticle method it has effected the industry as lack of sales in movies and television channels as viewers are now using this free method to watch their shows. This being a negative and disruptive impact on the industry.
ReplyDeleteIn my opinion I would say this change is positive for the industry as it encourages the viewer to watch things online rather then pirating it will be available on Youtube. The industry now allows the viewer to use examples such as TV on demand to catch up on programmes that they have missed and have the ability to live stream. This shows a positive approach within the industry decreasing the threat of substitutes as now there is more access to the viewer to be able to watch their programmes on had this is called ‘Webisodes’, where independent users, or even the large production studios, are exploiting Youtube as a new channel of distribution as Rory has mentioned I agree with his post.
I too think of YouTube as a threat of substitute towards media production. However using Porter’s Five Forces, I also think YouTube is an industry competitor. Within the industry, there would be rivalry among the firms due to three reasons – it would be expensive for a firm to leave the industry, there is a decline in the industry growth rate or differentiation is lost. Instead firms need to focus on competitive actions to protect their market share which creates intense rivalry and competitors need to respond quickly to strategic changes.
ReplyDeleteFor example, a user is able to upload or watch anything for free on YouTube because it is available anytime and anywhere meaning the site has the ability to reach a large audience; so in order to remain competitive, TVNZ came up with TVNZ On Demand which enables their users to “never miss an episode” as they can view it later for free. YouTube also virtually does no advertising as it is known to be a free site to watch anything however with TVNZ, they are always advertising TVNZ On Demand and have associated a saying / slogan towards their service. (“Never miss an episode”).
I see this as having a positive effect because YouTube has changed the industry making it difficult for new entrants to enter plus removing the threats of substitute. YouTube has also catered its website to multiple audiences which holds a variety of content due to allowing anything to be uploaded. It also means programmes / movies won’t be pirated (as mentioned above).
From the above comments, I definitely agree with them particularly Kathryn Chin because I believe that YouTube indeed , contained the threat of substitution towards the media productions by refining few of their policies such as their copyrights law as well as registration law. However, as Kathryn also pointed out, YouTube is also an industry competitor. I agree with this because YouTube has many competitors such as Vimeo, Dailymotion, Metacafe, Hulu and many more but what these competitors do not have is the transparency and the openness that most social media have nowadays. With YouTube, practically anyone could register and make use of it according to their individual needs and preferences. In this essence, they are also able to minimize the threat of new entrants as they continue to offer unique services that are difficult to displace in the eyes of users. As a result, they were able to increase not only their industry growth rate but also their corporate image.
ReplyDeleteI would say, it’s a positive change in terms of raw marketing. As it created a continuous flow of relevant communication across the all channels so that it could build and maintain a continuous customer relationships. Because they were able to achieve this, Currently, YouTube has almost about 100 million internet users per week and over 700 videos being shared very minute.
Intensity of competition rivalry – YouTube has brand loyal significance, everyone knows it and uses YouTube creating rivalry that is low intensity. YouTube “data is the new oil” for the media production industry this is all their entertainment material pirated onto YouTube that anyone can view for free, there will never be an end to this data. Competitors such as Hulu are not equal in size to YouTube and therefore competition rivalry is low. Another reason why the media production industry and competitors would be impacted negatively by YouTube; media from YouTube can be accessed across the world, when looking at Hulu that can only be accessed within the United States. The reason it impacts media production industry is anyone can see for free and individuals that upload this material will profit from it and not the production company.
ReplyDeleteThe rise of Youtube over the years has decreased the threat of new entrants. This is due to the fact that Youtube is a 'one stop shop' for most people, meaning that there is something there for everyone. As Youtube already has such a rich library of videos, and a massive userbase, it is very hard for a competitor to try and compete with what Youtube has already built up. As said by others, Youtube is also used as a universal marketing tool by companies in other industries and it goes to show that Youtube is the king in their field. The media production industry also looks to Youtube for a lot of new content, but it is often hard for them to compete as Youtube already has a big userbase. In the past, media content was only available in specific places which some people were not able to access, but now thanks to Youtube, the content is more abundant and widely available than before as is the first choice to publish media content on.
ReplyDeleteIn my opinion the rise of YouTube has changed the power of the media production industry for the worse. This is because with videos being uploaded of TV shows and movies for example, it gives users the ability to watch these for free. While there is a YouTube policy that shows and movies cannot be uploaded in full, there are many that escape these policies and make it on there anyway. Also if you search for a movie for example, there are a lot of videos stating they cannot upload the full video to YouTube but here is a link to watch it illegally on another website. This shows the threat of substitutes to the media production industry. This means that as users are able to watch movies and TV shows on YouTube for free, the media production industry is no longer getting money for people watching them as they are using a substitute product. This of course leads to less budget for future movies with less revenue made from previous ones. So overall, while YouTube is a great service, in my opinion it is harming the media production industry.
ReplyDeleteAs previously stated by Rory, Alisha and Cecilia, I definitely agree with them that YouTube has changed the power of the media production industry in relation to the Porter’s 5 forces, threat of substitution. This is evident by what Rory and Alisha mentioned above that it is negatively impacting on the revenue from Dvd sales or Television channels being streamed on YouTube without consent. This is a result of over the past few years YouTube users have found ways (loopholes) in how to upload popular TV shows or movies to YouTube, by altering the original video. Examples of how they alter the original video are distorting the sound, mirroring the original image or zooming in slightly to the video. Each example identified is a loophole in the copyright law, as technically YouTube users have not uploaded the original TV show or movie. Through Porter’s 5 forces, this can be clearly identified as a threat of substitution, which is impacting the TV and movie production industry with the rise of piracy, mainly happening on YouTube.
ReplyDeleteIn my opinion YouTube has forced the media production industry to change their old ways, which is a positive for the industry in making it difficult for new entrants to enter, while decreasing the threat of substitutes. This positive approach is clearly shown, as viewers are now able to watch their shows on ‘Webisodes’. These ‘Webisodes’ are where independent users or even the large production studios, are exploiting YouTube as a new channel of distribution as Rory and Alisha mentioned. The industry has also introduced websites such as TVNZ on Demand, where users can catch up on shows they have missed and can also have the ability to live stream them.
The growth of YouTubes popularity has changed the power of the media production industry – particularly the production industry of YouTube content creators, increasing the bargaining power of buyers. The huge surge in popularity of YouTube has increased the availability of free media content for YouTube viewers. This crated an avenue for content creators to make money on YouTube through advertisements. Because viewers do not pay directly to the content creators, content creators must ensure they create content that their community will consume or they will switch to other content creators at no loss.
ReplyDeleteThis leaves YouTube channels in the palms of the internet communities consuming their content. For a channel to remain on top they need to consistently create content that consumers want to watch. Or they will change to one of the many alternatives present on YouTube.
This comment has been removed by the author.
ReplyDeleteThe rising popularity of YouTube certainly affects movie production industry. YouTube is an open source facility enable users to create their own production and broadcast without being a large media production company to reach large number of audience. The industry competition is fiercer. Especially, it’s becoming some people’s profession to create videos and broadcast on YouTube and making profits from YouTube. In the mean while, this creates more options for buyers/viewers as they are exposed to more choices of entertainments available on YouTube.
ReplyDeleteDespite YouTube creates fiercer competition to companies, it also has positive effects. It positively affect them in terms of how their product can reach larger audience on YouTube even though the video (as a product) is available for free to watch. The viewing rates of a program sometimes important in order to increase brand awareness and its own popularity and YouTube is the right facility for it.
The emergence of YouTube has significantly changed the media production industry. YouTube has provided a wide range of people the ability to post video content online from devices used every day such as their phones and laptop, while along the way get paid for it. These videos have the capability to become viral leading to them being posted on sites such as Facebook and Twitter, stimulating the interest from people all over the world.
ReplyDeleteThus one of the Porter’s Five Forces that can be applied to YouTube is threat of new entrants. This can be seen as high. YouTube does not require high tech equipment nor does it require advanced editing software thus the start-up costs are relatively low. As soon as a video goes viral the user can gather subscribers who want to see more content from specific a user leading the user to produce further videos. These users must create new and innovative content in order to remain popular on YouTube otherwise the user will be replaced by new channels who provide similar content. YouTube can be seen as positive for the industry as any user who gains some degree of popularity and have a number of subscribers can benefit financially. They also have a wide exposure to a large audience to market and expand their brand. YouTube has led to many career opportunities for people leading them to carve out a successful career. For example Samantha Chapman started of producing make up tutorials on YouTube under the name Pixiwoo with her sister Nicola. They have created over 500 videos and currently have 1, 657, 574 subscribers. The popularity has lead them to have the opportunity to create a successful brush line called “real techniques” in which they use their channel to specifically promote and provide information concerning there line, demonstrating how to use each brush and create various looks with them.
The rise of YouTube has led to many changes in the media production industry. In 2006 YouTube was one of the fastest growing sites, uploading more than 65,000 new videos and averaging 20 million visits a month.
ReplyDeleteAs mentioned above by Rory, I agree that YouTube has become strongly integrated into media production. YouTube provides a platform that enables videos to be uploaded and shared, and as a result of its rapid growth, users began to find loopholes to upload popular television series, movies and songs (which in most cases were illegal), so it was only natural a high demand for content that was readily accessible and available for users exponentially grew.
The media production industry saw this as a potential threat of substitute to the industry and reacted by criticising and filing lawsuits against YouTube for failing to upload material that complied with copyright laws. However, the media industry also identified that demand had shifted away from traditional forms of media and towards videos and content that were available on demand.
The media industry had little option but to meet this shifted demand by catering for it. It provided systems which enable users to select and watch/listen to videos or audio content on demand (almost replicating the function of YouTube) which undoubtedly has transformed the media industry here in NZ and globally. In NZ, a number of broadcasting stations introduced their own versions of demand-television such as TVNZ On Demand, iSky and 3NOW On Demand etc.
Although YouTube presents a potential threat of substitutes to the media production industry, I agree with Letoria that the rise of YouTube has led to an increase in the bargaining power of buyers, because of the wide range of media that is now available for customers to choose from. Before the introduction of YouTube, there were a few broadcasting stations meaning supplier power was high, however post-YouTube the amount of providers and products are vast resulting in supplier power to decrease.
Overall, this has had a positive impact on the industry as it has allowed the industry to grow and allowed suppliers to expand their products. If demand for YouTube didn’t grow so quickly, I believe the industry wouldn’t be where it is today.