Understand and monitor the evolving ‘language’ of video content to trial and experiment with emerging technologies and format/tone/style innovations.Īllorca said: “Being more immediate, less formal and more immersive are all shortcuts to help people feel more connected to each other either directly or more subtly.With the expectations that many of the aforementioned needs will continue even as we return to a relative state of post-COVID normality. Recognise the role(s) that video can play in the lives of our audience.Immersiveness – innovating and experimenting with established entertainment forms to provide a deeper level of engagement and value.ĭream SMP is an improvised ongoing political drama, told on via Minecraft, which sounds incredibly niche, but videos with ‘Dream SMP’ in the title have accumulated over 2 billion views since May 2020.Īllocca highlighted two key requirements for developing effective and valued content:.Relatability – reflecting the breakdown of the barrier between public and private, with the belief that as we’ve invited the world into our home offices/kitchens/bedrooms, we feel less pressured to portray unrealistic images of our lives.Īllocca refers to this as ‘extreme authenticity’ or ‘radical relatability’, which has led to an expectation of creators to present more realistic and relatable versions of themselves.įor example, content creator Milad Mirg tells stories of his life while working at a sandwich shop, with content shot in a POV format.There is an important distinction between livestreaming and traditional live broadcasts on TV or radio – namely, the overt presence of other viewers reacting, commenting and chatting during live streams. More than 2m people simultaneously watched NASA’s Perseverance rover land on Mars, and over half a million channels livestreamed for the first time in 2020. Immediacy – the growth of livestreaming and simultaneous viewing to create a sense of communal experience and companionship.These needs have become more prominent largely due to the global coronavirus pandemic, but YouTube has also defined three distinct and complementary video trends. The management of physical and emotional wellbeing.Gavin McGrow, Global Strategy Director, attended this session on how the past year has transformed video from a form of casual entertainment to serving deep consumer needs such as:

In the past 12 months, YouTube has noted the growing ‘indispensability’ of video in people’s lives, with 1 billion hours of content viewed on the platform every single day. Kevin Allocca, Head of YouTube Culture & Trends What 2 billion viewers can tell us about the future of video.

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