Controversy Over the Value of Content

Our most recent post on MediaPost has sparked a great dialogue. The post is titled “The Declining Value of Content,” and is about the trends in the industry that we see are leading towards price competition for video creators, which in turn is effectively lowering the price that customers are paying for video creation. This has obviously hit very close to home for many creative professionals and people involved in the industry. It’s been a polarizing article with almost 50% of commenters agreeing strongly and 50% of commenters disagreeing strongly. We feel lucky to be a part of such a great conversation.

I want to make it very clear that we’re not saying that content isn’t important, but rather that the market forces at work are making content not as valuable to their creators. Great content is still important, but there is much more competition for creative budgets then ever before. Check out the MediaPost article. We hope you’ll leave a comment with your thoughts to keep the conversation going!

Here’s an excerpt:

At SXSW, filmmakers, brand representatives, advertising agency employees, and digital creatives of all types were talking about one topic: the market value of content is plummeting — fast. This trend is being pushed by such factors as the affordability of professional equipment, the growing number of people (often amateurs) who are capable of doing the work, and the general acceptance online of lower-quality video content. There’s an increase in available content, which is driving up the value of the distribution channel.

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