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Dumbo

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you expect to see on primetime TV, along with top-shelf creatives on both sides of the camera. You know, dramas like Empire, Scandal, FBI, NCIS but delivered in 10-minute episodes made for mobile consumption. Then too, a five-minute talk show, or a two-minute newscast — all with high- profile talent. The explosion of short-form video is obvious to Katzenberg who notes that YouTube accounts for 35 percent of the global mobile internet traffic. But it has nearly all been produced by amateurs – user-generated content – and he is pretty sure taking a professional approach is now what the increasingly sophisticated smartphone user wants and expects. While smartphone sales have stagnated in recent years, Statista estimates that over 36 percent of the world's population has a smartphone and that there will be more than 2.87B smartphone users worldwide by next year. Mobile users worldwide will increase to 5.5B within the next five years. According to Ericsson, nearly 75 percent of the mobile traffic will be video. So why does Katzenberg feel the time is right for professionally produced short form video content? Probably because of our shrinking attention span. According to a Microsoft report, the average human attention span has shrunk from 12 second in 2000 to eight seconds in 2018. That's shorter than the notoriously distractible goldfish and some anthropologists wonder if the human attention span might be on its way to zero. There's no need to panic quite yet because an article in The American Electrician in 1897 worried that our growing dependence on the telephone would turn us into "transparent heaps of jelly" and that hasn't quite happened … yet. Race is On – Some people wonder if perhaps Jerry Katzenberg might be a little crazy as he dashes from the big screen to the small screen. We're beginning to see that he might be – just might be – crazy like a fox. Source - Variety Video On-the-Go – People, especially young people, have a hard time putting down their smartphone; and if you ask a wireless firm, it isn't because they are constantly using them for phone calls. Yes, they text and post selfies; but more importantly, they use the devices to watch content, stuff. And OTT folks are repurposing the videos to work better, look better on the mobile devices. Source - Ericsson Huh, What? – Any marketer will tell you it's getting tougher and tougher to grab and hold a person's attention until they can at least give them a little product/service pitch. Oh, look at the pretty bunny. Source - Venturebeat

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