Online video, especially dominant player Youtube, has
enabled small businesses to reach customers in ways previously accessible only
to large companies that could afford television ads, and allows them to form
"brand channels", track viewer metrics, and provide instructional
videos to reduce the need for costly customer support. Large companies
"amortize" the large cost of their Super Bowl television commercials
by trying to maximize post-game video plays. Youtube has focused on developing
channels rather than creating content per se, the channels fragmenting the
audience into niches in much the same way that decades earlier hundreds of
niche-audience cable tv channels fragmented the audience previously dominated
by the Big Three television networks. Based on YouTube's channel development
plans, including Youtube Original Channels, journalist John Seabrook projected
that "the niches will get nichier", with audiences being more engaged
and much more quantifiable, enabling advertising to be more highly focused.
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