NBC Prez: Daytime is Primetime for Online Video
BOCA RATON, FLORIDAâ€”In a keynote presentation entitled â€śWhat Magazines Can Learn from TVâ€ť at the American Magazine Conference here, Beth Comstock, NBCâ€™s president of integrated media, said that in terms of online video consumption, daytime is the new primetime, and digital content producers must embrace change in media consumption habits to survive.
Citing NBC research, Comstock said 72 percent of Internet users have streamed video at least once a month in the last year. â€śWeâ€™re finding that workers are no longer taking cigarette breaks,â€ť Comstock said. â€śTheyâ€™re taking Internet breaks to catch up on the latest videos.â€ť
Long-form video, Comstock said, is rising alongside broadband Internet connections. â€śThereâ€™s been an absolute explosionâ€”500 percentâ€”in people streaming television episodes online.â€ť
This, in part, is why NBC partnered with rival News Corp. for todayâ€™s launch of hulu.comâ€”an online video destination that favors length and quality over viral hits or NBC.comâ€™s content targeted to fan communities for shows like Heroes.
Beyond video, Comstock said she is intrigued by the â€śvirtual economiesâ€ť that have sprung up in social networking worlds like SecondLife. â€śThe fact is there is a real economy there,â€ť Comstock said. â€śPeople are spending real money on virtual assets.â€ť
Comstock said she hoped the potential for success of sites like Hulu would encourage collaboration among magazines and television companies.