Everyone is asking themselves, in a few years, will TV look more like the Web, or will the Web look like TV. Is it even worth asking? We’ll see. But I think that there will be a lot of times when Web content will be pulled to TV due to the larger ad market, than what many are expecting (for TV to push onto Web).
TV is a $75B ad market, the Web is a $500M video ad market (total video ads were $17B in 2006). The economics and technology just don’t support TV content to flood online… I think that a lot of Web video will migrate online. Not the bottom of the pyramid, but the middle part.
Yes, I’m biased (beause WatchMojo.com is becoming a leading player of that middle area), but I’m also on the front lines in web video and I clearly see market forces supporting this trend. It sounds laughable, but ask yourself this: if you are NOT ABC, NBC, CBS and FOX and are a second tier TV player, you’ll look for every imaginable advantage against the leading networks. A way to fight these players for ad dollars is by looking to the Web.
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