so, our next speaker is Yaniv Grady
did I get it right , for a change?
Yaniv Grady is (Was) Was? no, He is The..
was... that's right was ACUM Head of marketing department and working with
acum for the last 17 years was in charge of projects like "Beit Hayozer" in the port
he brought Israeli artists to the International showcases such as WOMEX
And developed connections between Isaeli Music Startups and global music industry capital
and in the las four years he was the chairman of team of expert
working with CISAC (international rights organization) and
and in the beginning of August he is leaving ACUM for good
and this is his first lecture out of office so we're very pleased and happy to have you
I'm just going to say that the topic you're going to talk about is the
displacement of content value.
These words, by Jean Michelle Jarre, Content maker and the president of CISAC.
CISAC is that global organization of authors rights around the world.
okay yeah I just know his music, you know
He is a very innovative Guy, He started..
you can call him "the father" of electronic music I think so, and right now
He is leading the fight on the topic that I'm going to talk about right now
We don't have to agree with him about this, but about it but in the next few minutes
I'll dive into the world of the
"Transfer of Value"
today we are going to spend some time
looking at the industry's economy thru the eyes of a content creator
May they be musicians, videographers, and even people with funny cats
We'll try to quickly go thru and prove some of the basic assumptions
realize the problem and maybe talk about a solution
During the talk, numbers will fly from the screen,
most of them from the past 2 or 3 years
Some of the numbers were not easy to come by and some can be contradicted.
Just as long as we keep our eyes on the ball,
And remember the "Law of large numbers"
The internet is constantly growing and expanding
New devices are introduced to the public
and each new device takes less time to be adopted
Content is the fuel of this amazing engine,
and this fuel is made out of mainly -
Creative Content"
Creative Content is the king and not just Data,
Becouse Data is fuel for other machines
and I'm going to prove in the next few minutes how Content
still is the indisputable king
Cultural content is a key driver of the online market
We can look at this data –
More than 37% of Internet Users - use music streaming services
More than 80% of YouTube visitors use it just for music
and if you look at the countries it's very interesting to see Brazil is one Of the Biggest Internet User of Music
you can see that in France and Sweden and Britain
it's around 80% - 86% and we will get to that later in a few minutes
and look at the YouTube data and consider this -
cutting the criteria to
age 16 to 24 -
makes the number jumps from 80% to 93%
okay?
in the last few years we see a
constant growth
and if and if we check the numbers
declared by the IFPI
and by YouTube themselves
we can feel the extent of the growth.
we can see that
streaming is up 60% and a bit more.
And YouTube user session time increased
in 60% and this is from last year alone.
37,000 years!
worth of time were spent watching the top 10 music videos
And the revenue doubled
We'll get to these numbers again soon,
to really understand how deep and profound this change is
And as I said before –
content is the main driver.
Let's look at that for a minute:
Here we can see the direct impact of cultural content on revenues
The use of cultural content is key to attracting and keeping consumers
on the platforms.
and we know this from analyzing traffic and realizing
that video and music are what attracts the users.
you can see - The left circle,
video platform - means YouTube etc.
the central one - the content aggregators - Spotify etc..
and social media - Facebook and so on
with the market growth and development. over the last 10 years An increasing division in the types of services that provide access became apparent
an increasing division of the types of services that provide access became apparent.
a division that "crowned" the platform
over and above the paid services.
this is the difference
and by the way - this is the difference a year ago
because this year
the numbers are a bit bigger
almost 5 billion videos are watched on YouTube every single day
YouTube gets over 30 million visitors per day
and in an average month
8 out of 10 people between the age of 18 and 49 watch YouTube.
by 2025 half of the viewers under the age of 32
will not have a subscription to a paid TV service
the average number of mobile YouTube video views per day is 1 billion
and right now
YouTube is the second largest search engine in the world
with the current estimation of 1.3 billion users. it's not 800 users,
its 1.3 billion
so we can establish the direction on how steep the curve is
but now let's see if there
is a correlation with the money -
here we can see data from three countries -
UK, FRANCE & SWEEDEN
the height column of course is the revenue from internet
wait... no..
my bad,
it's TV and radio.
the two The 2 flimsy columns on the right
of each big one
are subscriptions and platforms.
And this is, my friends –
the value gap.
A value retained by the platform services
instead of going to the content makers
It makes 7.2% of all revenues for content makers.
It creates an inefficient market A place where most of the revenue is not
shared properly with content makers, that need to make do with the scraps,
scraps off the industry's table.
So, can we do something to change this?
Should we do something?
Should we let the market balance itself?
One direction is talking to you about Revenue Sharing and Distribution
How maney of you are musicians?
ok, so you are not my crowd for this,
I built this presentation thinking there will be more a tech guys here
but nevertheless I hope the word
will get to them
so so if you are there somewhere be more fair.
another direction I is worldwide legislation
Where the EU take the lead in Europe
and influence also the UN and UNESCO
and this is already happening in
summer 2017 which is right now.
there are debates, there are few conversations wothin the EU
about creating an infrastructure of laws, international laws to make it a
little bit better. but if nothing will happen the gap will widen
and the transfer will increase.
as in most of my lectures I raise more questions than answares
and this is because law and policy makers
are 10 years behind real time developments
and not just in the music business
so thank you for your time and interest and if you would like to talk to me more about
those things
I'm right here
thank you
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