willtheorangeguy/2018-WAN-Show-Transcripts

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[1862.28 --> 1863.24] Why would they do that?
[1863.26 --> 1864.24] That makes no sense.
[1864.24 --> 1866.58] And then I saw their thresholds, and I was like...
[1866.58 --> 1872.44] This isn't going to make a difference to anyone's major bottom line.
[1872.84 --> 1874.24] So anyone that small...
[1874.24 --> 1876.86] Speaking YouTuber to YouTuber...
[1876.86 --> 1877.00] Yeah.
[1877.22 --> 1878.76] I would recommend you turn off your ads anyway.
[1878.76 --> 1880.34] I was just going to say...
[1880.34 --> 1883.86] You will get more traction with people, and they will share it more, and they'll watch more of the video...
[1883.86 --> 1888.26] If you turn off the ads anyways, and you'll be seen as a good guy, and more people will watch your stuff.
[1888.34 --> 1892.58] Because you've got to understand that there's always a trade-off between monetization...
[1892.58 --> 1894.60] And we'll get into our sponsors for the wine show in a moment here.
[1894.62 --> 1895.04] Heck yeah.
[1895.04 --> 1899.26] There's always a trade-off between monetization of your existing audience...
[1899.26 --> 1899.40] Yeah.
[1899.40 --> 1900.46] ...and audience building.
[1900.46 --> 1906.10] We could upload videos every day that are pure ads, and our audience would stop growing.
[1906.74 --> 1914.42] Or we could dial back all of our ads entirely, and sponsors, and all that stuff, turn off everything, and we could grow faster.
[1914.42 --> 1921.04] And every creator out there is trying to find that happy medium where they are satisfied with their level of growth...
[1921.76 --> 1922.48] And when you're making...
[1922.48 --> 1923.54] And they're making good money.
[1923.60 --> 1925.78] When you're making two bucks a month off YouTube...
[1925.78 --> 1926.72] You need to focus on growth.
[1926.88 --> 1932.46] It's probably worth focusing on growth, especially because at that point in time, growth is way harder to get.
[1932.46 --> 1939.68] With all of that said, I'm coming at this from sort of a...
[1939.68 --> 1949.92] Maybe not unique, but sort of an unusual angle in that the adpocalypse has not had a significant negative impact on our ad certs.
[1949.92 --> 1950.14] Yeah.
[1950.14 --> 1959.42] And this is something that I was going to address at some point, but at the end of the day, you don't get a...
[1959.42 --> 1960.58] It's called a fill rate.
[1960.90 --> 1966.78] So the number of impressions that you serve versus the number of ads accompanying those impressions.
[1967.30 --> 1971.10] If you had one ad on every video that you showed to someone...
[1971.10 --> 1972.10] Ant Venom just said the same.
[1972.42 --> 1973.04] Oh, interesting.
[1973.42 --> 1973.58] Yeah.
[1973.62 --> 1973.88] Hi, Ant.
[1973.88 --> 1979.84] So if you had one ad in front of every single video view that you showed someone...
[1979.84 --> 1985.68] Say it's a perfect world where nobody has ad block and YouTube's ad sales is like going gangbusters.
[1985.88 --> 1989.92] They can sell more ads than YouTube can serve views, which is like, really?
[1990.46 --> 1990.70] Yeah.
[1991.02 --> 1991.50] Okay.
[1992.14 --> 1993.90] That would be a 100% fill rate.
[1994.54 --> 2000.86] Now, if YouTube's ad sales program completely shut down and there were no ads, that would be a 0% fill rate.
[2000.86 --> 2004.28] Nobody has a 100% fill rate.
[2005.06 --> 2014.62] So what it means for family-friendly content or non-controversial content is that your fill rate and your CPMs,
[2014.62 --> 2019.94] because you might get access to the more premium ads as a YouTube preferred partner, for example,
[2020.24 --> 2028.02] your fill rate might go up and your CPMs, which is the amount that you get paid per 1,000 views or per 1,000 ad views,
[2028.74 --> 2030.20] that can go up too.
[2030.86 --> 2037.28] So our January this year, our viewership will not be higher than it was last year,
[2037.44 --> 2040.82] but through a combination of YouTube Red being more popular
[2040.82 --> 2047.02] and through the adpocalypse, stripping advertising away from many, many, many, many, many,
[2047.02 --> 2051.18] potentially hundreds of thousands of very, very, very small channels,
[2051.46 --> 2057.64] that will contribute to a higher fill rate and potentially higher CPM for us.
[2057.64 --> 2063.26] We are actually going to make more in AdSense this January than we did last January, which is good,
[2063.44 --> 2066.56] because we have like five more people than we had last January.
[2066.56 --> 2068.64] But that's not anyone else's problem.
[2069.02 --> 2073.02] It's just if you guys were concerned, a lot of people do express concern at the way that we hire
[2073.02 --> 2076.48] and the way that we like build sets and buy cameras and all those things.
[2076.72 --> 2077.50] Also doing business.
[2077.50 --> 2078.42] You got to do things.
[2078.42 --> 2079.14] We are.
[2079.32 --> 2079.70] We are.
[2079.78 --> 2080.10] Don't worry.
[2080.20 --> 2082.28] We are planning for the future.
[2082.42 --> 2083.62] We're watching all of these trends.
[2083.72 --> 2085.96] These are things that even though we don't necessarily talk about all the time,
[2086.06 --> 2088.12] we have to eagle eyes on every day.
[2088.12 --> 2092.00] If you're on something like YouTube and you're not moving, you're screwed.
[2093.14 --> 2094.54] You got to do some stuff sometimes.
[2094.54 --> 2100.86] And that's another thing I want to jump back to for the like, if you are a smaller creator,
[2101.16 --> 2106.82] and I'm using the terminology of below 1,000 subs and below 4,000 watch hours in the last,
[2107.08 --> 2108.86] what is it, 12 months?
[2109.72 --> 2110.80] I think it's the last 12 months.
[2112.56 --> 2112.86] Yeah.
[2113.98 --> 2116.64] You can't now, but don't monetize.
[2116.84 --> 2119.70] And you might not want to monetize for a little while.
[2119.70 --> 2123.72] You might eventually get brought into the partner program and you might want to stay not monetized.
[2124.36 --> 2131.52] And then when you get there, you will get the benefit of YouTube not paying out a bunch of tiny amounts to a bunch of creators
[2131.52 --> 2134.54] that might never even reach the threshold where they're going to get a check.
[2135.32 --> 2138.26] Effectively giving YouTube 100% of the ad payout.
[2138.90 --> 2140.98] So this may, I don't know, that's interesting.
[2141.38 --> 2143.36] This may actually hurt YouTube's bottom line.
[2144.66 --> 2149.56] If they are only feeding ads to people who are actually going to get a payout.
[2149.56 --> 2152.70] I think now is way more worried about making advertisers happier.
[2152.90 --> 2153.06] Yes.
[2153.06 --> 2154.60] So they can get more big bins.
[2154.78 --> 2156.52] Oh, I know, but this just, I don't know.
[2156.52 --> 2158.72] So I think in the extremely short run, it might hurt it.
[2158.74 --> 2158.88] Yeah.
[2158.88 --> 2160.52] And I think this is a more longer term play.
[2162.02 --> 2163.70] But yeah, I would focus.
[2163.90 --> 2168.08] And maybe if you're like, I need to focus on this YouTube thing more.
[2168.44 --> 2170.64] I need to cut back hours at work.
[2171.08 --> 2172.56] That's when you monetize your videos.
[2172.74 --> 2172.90] Yeah.
[2172.90 --> 2174.70] And you just tell your audience that.
[2174.70 --> 2184.08] Hey guys, I'm going to monetize my videos because I want to focus more time on making the great content that you guys enjoy of basket weaving with RGB lights.
[2184.78 --> 2185.74] That sounds horrible.
[2185.78 --> 2187.08] And I'm going to keep doing it.
[2187.12 --> 2187.86] I'm going to go hard.

[1862.28 --> 1863.24] Why would they do that?

[1863.26 --> 1864.24] That makes no sense.

[1864.24 --> 1866.58] And then I saw their thresholds, and I was like...

[1866.58 --> 1872.44] This isn't going to make a difference to anyone's major bottom line.

[1872.84 --> 1874.24] So anyone that small...

[1874.24 --> 1876.86] Speaking YouTuber to YouTuber...

[1876.86 --> 1877.00] Yeah.

[1877.22 --> 1878.76] I would recommend you turn off your ads anyway.

[1878.76 --> 1880.34] I was just going to say...

[1880.34 --> 1883.86] You will get more traction with people, and they will share it more, and they'll watch more of the video...

[1883.86 --> 1888.26] If you turn off the ads anyways, and you'll be seen as a good guy, and more people will watch your stuff.

[1888.34 --> 1892.58] Because you've got to understand that there's always a trade-off between monetization...

[1892.58 --> 1894.60] And we'll get into our sponsors for the wine show in a moment here.

[1894.62 --> 1895.04] Heck yeah.

[1895.04 --> 1899.26] There's always a trade-off between monetization of your existing audience...

[1899.26 --> 1899.40] Yeah.

[1899.40 --> 1900.46] ...and audience building.

[1900.46 --> 1906.10] We could upload videos every day that are pure ads, and our audience would stop growing.

[1906.74 --> 1914.42] Or we could dial back all of our ads entirely, and sponsors, and all that stuff, turn off everything, and we could grow faster.

[1914.42 --> 1921.04] And every creator out there is trying to find that happy medium where they are satisfied with their level of growth...

[1921.76 --> 1922.48] And when you're making...

[1922.48 --> 1923.54] And they're making good money.

[1923.60 --> 1925.78] When you're making two bucks a month off YouTube...

[1925.78 --> 1926.72] You need to focus on growth.

[1926.88 --> 1932.46] It's probably worth focusing on growth, especially because at that point in time, growth is way harder to get.

[1932.46 --> 1939.68] With all of that said, I'm coming at this from sort of a...

[1939.68 --> 1949.92] Maybe not unique, but sort of an unusual angle in that the adpocalypse has not had a significant negative impact on our ad certs.

[1949.92 --> 1950.14] Yeah.

[1950.14 --> 1959.42] And this is something that I was going to address at some point, but at the end of the day, you don't get a...

[1959.42 --> 1960.58] It's called a fill rate.

[1960.90 --> 1966.78] So the number of impressions that you serve versus the number of ads accompanying those impressions.

[1967.30 --> 1971.10] If you had one ad on every video that you showed to someone...

[1971.10 --> 1972.10] Ant Venom just said the same.

[1972.42 --> 1973.04] Oh, interesting.

[1973.42 --> 1973.58] Yeah.

[1973.62 --> 1973.88] Hi, Ant.

[1973.88 --> 1979.84] So if you had one ad in front of every single video view that you showed someone...

[1979.84 --> 1985.68] Say it's a perfect world where nobody has ad block and YouTube's ad sales is like going gangbusters.

[1985.88 --> 1989.92] They can sell more ads than YouTube can serve views, which is like, really?

[1990.46 --> 1990.70] Yeah.

[1991.02 --> 1991.50] Okay.

[1992.14 --> 1993.90] That would be a 100% fill rate.

[1994.54 --> 2000.86] Now, if YouTube's ad sales program completely shut down and there were no ads, that would be a 0% fill rate.

[2000.86 --> 2004.28] Nobody has a 100% fill rate.

[2005.06 --> 2014.62] So what it means for family-friendly content or non-controversial content is that your fill rate and your CPMs,

[2014.62 --> 2019.94] because you might get access to the more premium ads as a YouTube preferred partner, for example,

[2020.24 --> 2028.02] your fill rate might go up and your CPMs, which is the amount that you get paid per 1,000 views or per 1,000 ad views,

[2028.74 --> 2030.20] that can go up too.

[2030.86 --> 2037.28] So our January this year, our viewership will not be higher than it was last year,

[2037.44 --> 2040.82] but through a combination of YouTube Red being more popular

[2040.82 --> 2047.02] and through the adpocalypse, stripping advertising away from many, many, many, many, many,

[2047.02 --> 2051.18] potentially hundreds of thousands of very, very, very small channels,

[2051.46 --> 2057.64] that will contribute to a higher fill rate and potentially higher CPM for us.

[2057.64 --> 2063.26] We are actually going to make more in AdSense this January than we did last January, which is good,

[2063.44 --> 2066.56] because we have like five more people than we had last January.

[2066.56 --> 2068.64] But that's not anyone else's problem.

[2069.02 --> 2073.02] It's just if you guys were concerned, a lot of people do express concern at the way that we hire

[2073.02 --> 2076.48] and the way that we like build sets and buy cameras and all those things.

[2076.72 --> 2077.50] Also doing business.

[2077.50 --> 2078.42] You got to do things.

[2078.42 --> 2079.14] We are.

[2079.32 --> 2079.70] We are.

[2079.78 --> 2080.10] Don't worry.

[2080.20 --> 2082.28] We are planning for the future.

[2082.42 --> 2083.62] We're watching all of these trends.

[2083.72 --> 2085.96] These are things that even though we don't necessarily talk about all the time,

[2086.06 --> 2088.12] we have to eagle eyes on every day.

[2088.12 --> 2092.00] If you're on something like YouTube and you're not moving, you're screwed.

[2093.14 --> 2094.54] You got to do some stuff sometimes.

[2094.54 --> 2100.86] And that's another thing I want to jump back to for the like, if you are a smaller creator,

[2101.16 --> 2106.82] and I'm using the terminology of below 1,000 subs and below 4,000 watch hours in the last,

[2107.08 --> 2108.86] what is it, 12 months?

[2109.72 --> 2110.80] I think it's the last 12 months.

[2112.56 --> 2112.86] Yeah.

[2113.98 --> 2116.64] You can't now, but don't monetize.

[2116.84 --> 2119.70] And you might not want to monetize for a little while.

[2119.70 --> 2123.72] You might eventually get brought into the partner program and you might want to stay not monetized.

[2124.36 --> 2131.52] And then when you get there, you will get the benefit of YouTube not paying out a bunch of tiny amounts to a bunch of creators

[2131.52 --> 2134.54] that might never even reach the threshold where they're going to get a check.

[2135.32 --> 2138.26] Effectively giving YouTube 100% of the ad payout.

[2138.90 --> 2140.98] So this may, I don't know, that's interesting.

[2141.38 --> 2143.36] This may actually hurt YouTube's bottom line.

[2144.66 --> 2149.56] If they are only feeding ads to people who are actually going to get a payout.

[2149.56 --> 2152.70] I think now is way more worried about making advertisers happier.

[2152.90 --> 2153.06] Yes.

[2153.06 --> 2154.60] So they can get more big bins.

[2154.78 --> 2156.52] Oh, I know, but this just, I don't know.

[2156.52 --> 2158.72] So I think in the extremely short run, it might hurt it.

[2158.74 --> 2158.88] Yeah.

[2158.88 --> 2160.52] And I think this is a more longer term play.

[2162.02 --> 2163.70] But yeah, I would focus.

[2163.90 --> 2168.08] And maybe if you're like, I need to focus on this YouTube thing more.

[2168.44 --> 2170.64] I need to cut back hours at work.

[2171.08 --> 2172.56] That's when you monetize your videos.

[2172.74 --> 2172.90] Yeah.

[2172.90 --> 2174.70] And you just tell your audience that.

[2174.70 --> 2184.08] Hey guys, I'm going to monetize my videos because I want to focus more time on making the great content that you guys enjoy of basket weaving with RGB lights.

[2184.78 --> 2185.74] That sounds horrible.

[2185.78 --> 2187.08] And I'm going to keep doing it.

[2187.12 --> 2187.86] I'm going to go hard.