asiCast 189: Should broadcasters embrace YouTube?
What are the key financial and strategic considerations for broadcasters when partnering platforms like YouTube? Can they effectively leverage YouTube to reach younger audiences whilst maintaining their brand identity and values?
In this asiCast, our Research Director Richard Marks brings together two high-profile commentators with differing views to discuss the issues: Evan Shapiro, Media Universe Cartographer, and Ian Whittaker, CEO of Liberty Sky Advisors. Should broadcasters maintain a direct relationship with their viewers or hand the relationship over to a third party? Does YouTube’s continued growth depend on taking a share of traditional advertising revenue? Of particular concern to Public Service Broadcasters is the question of attribution and getting credit for the content they have created.
The wide-ranging discussion also considers the extent to which media owners should be looking to move towards more independence from US tech and join together to build their own joint platforms.
During the conversation, Evan references this CBC case study recently published in the Media Odyssey podcast he produces with Marion Ranchet. Ian also refers to a post he made on LinkedIn on comparing TV audiences with YouTube views, which can be viewed here.
Ian Whittaker will be speaking at the 2025 International Television & Video Conference on 5th-7th November in Copenhagen, Denmark.
Evan Shapiro and Ian Whittaker talk with Richard Marks:
You can also listen to the interview by pressing play below:
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