YouTube Heading to MIPCOM as TV Market Embraces Creator Economy
The Google-owned outfit will be everywhere at this year's TV market: Pedro Pina, vp YouTube for Europe, the Middle East and Africa, will be giving a MIPCOM headliner keynote; there will be a branded YouTube Space hospitality location in the Cannes Palais; and the company will host multiple professional workshops and events at MIPCOM and the kids-focused MIP Junior market (which runs Oct.11-12).
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'The MIPCOM Cannes partnership marks a significant milestone as we celebrate our 20th anniversary,' said Pina. 'It's a strategic move to bolster our international TV collaborations and demonstrate YouTube's role in supporting media companies amidst evolving content consumption.'
YouTube arrives at MIPCOM having already conquered TV. The service accounted for 12.8 percent of all TV viewing in the U.S. in June, according to Nielsen's most recent figures, compared to 8.3 percent for Netflix. For the first time since Nielsen began tracking TV use by platform four years ago, over-the-air broadcast networks accounted for less than 20 percent of total viewing, just 18.5 percent.
Ad dollars are following the same trend, with media buying giant WPP Media forecasting that this year, more than half of all content-driven ad dollars will go to creator-driven platforms like YouTube, TikTok and Instagram.
Pina said the cooperation with MIPCOM was 'a strategic move to bolster our international TV collaborations and demonstrate YouTube's role in supporting media companies amidst evolving content consumption.'
MIPCOM is broadening its focus to embrace YouTube's 'creator economy,' in an attempt to position itself as a hub where online video and traditional TV meet. As part of this, the market this year will host the first-ever international edition of BrandStorytelling, a global version of the brand-funded programming summit held at Sundance every year, which will run Oct. 13-14. And the market is rebranding its producers hub, the co-production and co-financing center, the MIP creative hub.
'This is where the industry is,' said MIPCOM Cannes director Lucy Smith, 'and as the largest global television and streaming content market, MIPCOM Cannes is uniquely positioned to create the global platform each October in Cannes which brings together content creators, digital studios, platforms and brands with the biggest names in television and streaming entertainment from around the world.'
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