11:25am - 12:10pm
While at the Canadian Broadcasting Corporation (CBC), Paul McGrath innovated the public broadcaster’s social-video strategy, establishing and growing its presence on YouTube, TikTok and Instagram. Among other things, he created and executed social media and YouTube strategy for 50+ channels, achieving record-high traffic and revenue, including 1.4 billion annual views, a 67% YoY watch-time increase, and a 71% YOY revenue increase.
In this fireside chat, McGrath will discuss some of the industry fallacies he’s learned to challenge, from how revenue and distribution will evolve, to concerns about audience cannibalization. He’ll also walk through experiments he conducted while at the CBC that examined whether publishing a catalog to YouTube would hurt its streaming business. Participants include:
