Interview with Vodpod Founder Mark Hall - Page 2
Back in 2006 when the company launched, Vodpod's focus was on creating a video destination. However, changes in consumer behavior around online video sharing have forced a refinement in the company’s roadmap. "We underestimated the rate at which sharing videos among consumers would become mainstream. There are over 12,000 sites with video sharing enabled." The result has been a singular focus on creating a great publishing experience, which Hall believes will further increase consumption by making niche content more discoverable. "Fame within a community means a lot to people," Hall notes.
Hall says that almost 40% of the site's users are between 15 and 24 years of age, a demographic that actively engages in online sharing and highly values authority based on popularity. Content categories that have generated robust collections tend to be those without mainstream rights issues—and costs—like anime, politics, rap, and hip hop. As a result, the company has been able to drive monetizable traffic—12 million unique visitors last month per Google analytics—through collections that get posted and actively promoted by Vodpod publishers. Reporting over 60 million video views a month and over 3.5 million videos collected through Vodpod to date, Hall maintains he has a solid free content model and can expand his business through advertising revenues. "If we make the best possible product for curators and tastemakers," Hall believes, "everything follows."