U.S. HISPANIC
Evan Shapiro, consultant: Audiences are being replaced by communities that follow creators where they go
3 de octubre de 2024
Evan Shapiro
According to studies, 40% of households in Latin America pirate in some way, and in Mexico it is even higher, according to US producer and consultant Evan Shapiro LIVE with Ríchard Izarra, after his talk at Iberseries & Platino Industria.
“In Europe and the U.S. piracy does not reach that level, but in Asia it is also high and that has to do with the amount of young people in the territory. Almost two thirds of the population in Latin America is under 40, a large part of the population under 30 and a part under 20 and they have other rules although that doesn’t mean they won’t pay for content, but if you make the process for them to access and pay for that content too complicated they will cross the boundaries and get it at all costs” he said.
CREATING COMMUNITIES
He commented that audiences are being replaced by communities and that’s why someone like MrBeast, Cristiano Ronaldo or some big figure in the maker economy who have large communities take their audiences wherever they go. “That’s why MrBeast was paid millions of dollars to do a game show for Amazon” he explained.
“Traditional production companies around the world don’t understand that and think about creating content and selling it to a platform like Netflix or a channel like Univision, Globo and that’s it, but those platforms are going to pay less money for that content and they’re going to have trouble keeping younger audiences. The key is to create the content, figure out who it’s for and find an audience for it, on a platform where you can build an audience and the economics are going to start to emerge. Sometimes that means having a giant audience like Ronaldo and selling advertising, but that’s not the only way,” he added.
He commented that one of his businesses is to be on a newsletter platform and have people pay him directly and that is growing a lot in the entertainment sector. “Ten years from now the whole economic system around content will change and if you don’t know how to grow your audience directly in places like YouTube and Instagram, TikTok, podcasting, you will have a hard time generating the money you need to keep going.
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