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New Audiences Await New viewers are ready to watch your programs. They are not watching TBN, DayStar, INSP or any of the other traditional Christian outlets. They aren't even watching USA, Ion or the other expensive cable networks. They are on YouTube and its Christian cousin GodTube. And best of all, it's totally free.
The rise of internet video and the free video services have opened up a whole new world for pogrammers. As always, Christians have been slow to catch on -- not the viewers, mind you, but the programmers! It's tempting to think that the vast majority of internet users are young males -- typically outside your target audience. But that is simply not true. Research from March 2008 confirmed that women actually outnumber men online in the US. 93.5 million males will go online at least once a month, according to eMarketer, while 100.4 million females will do the same. Women make up 51.8% of all US internet users. Furthermore, they are not all young. According to Pew Research, 39% of internet users over the age of 65 watch online video. Of those in the 50-64 bracket, 46% watch video. Of course, younger people watch more (57% of those 30-49 and 76% of those 18-29), but a large portion of the typical Christian television audience is watching, too. This means that ministries can reach out to their core audience and extend their viewership to younger people at the same time. Simply put, internet video is a win-win situation.
My own experience with YouTube and GodTube confirms these theories. At YouTube, you can view several musical performances from LIFE Today. While longstanding Christian artists like Twila Paris and Wayne Watson have received around 400 views in one month, the top video belongs to the relatively unknown Kari Jobe, with over 2,500 views of her song Pure. Second place belongs to Nicole C. Mullen with over 1,800 views of I Am and Cece Winans with over 1,400 views of What About You. By contrast, the top-selling artists from a CCM standpoint in our group are Avalon and 4Him. At the time of writing, their numbers range from 550 to 700 views. GodTube skews slightly more traditional, but with even better numbers. Randy Travis owns the top spot with over 3,200 views of Baptism in one month. But Kari Jobe also fares extremely well with just under 3,000 views of Revelation Song. Others, like 4Him and Micheal W. Smith, pulled 1,500 and 1,200 views, respectively. The results on the music are more mixed when it comes to age, but another segment of programming points decidedly younger. YouTube won't allow full half-hour programs. They are too long. But on GodTube, a program featuring Beth Moore pulled 419 views in its first 10 days -- not bad for 100% free "air" time. But a program featuring ex-Korn band member Brian "Head" Welch pulled over 10,000 views in the same span of time. All of this data proves a couple of important things for ministries. First, it proves that people will watch Christian content online. Second, it shows that standard Christian programming fares well, but content more targeted to young adults does even better. So what are you waiting for? Get your content online and start creating customized content in 5-7 minute pieces geared towards those under 30. By doing this, you will expand your audience and increase your overall impact at a fraction of the cost of traditional media outlets. - Randy Robison Related Articles: Pew Research Study on Online Video |
Are You Ready For On-Demand The Internet: From Expense To Revenue Stream (Tulsa Symposium Outline) Robison Consulting White Paper:
Other publications and research: 6 Email Marketing Myths Debunked Email ROI to hit $45 per $1 spent Online Video Ads Bringing Results Web Analysts Top 4 Frustrations Web 2.0 and Rich Internet Applications 10 Steps To Creating A Podcast Program Online Video Becomes A Real Business Harris Poll of Online Activity Improving User Experience At Your Website Old People Like Internet Video, Too
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email: randy at robisonconsulting.com |
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Robison Consulting: Internet Expertise for Churches and Ministries.
So what kind of video are they watching? The bulk of video consumed online is short form -- less than 10 minutes. The most popular pieces include news clips, jokes, movie trailers, music videos, clips from TV shows and entertainment news. The reason people watch video online, as opposed to television or DVD, is simple: it's easy. Why sit through commercials, flip through the TV guide or bother looking for the right section of a DVD when you can go online, type a few words or click on a link and watch it instantly?