Content producers are jostling to find a niche in the exploding online video space, and the popularity of user-generated content, the dominance of celebrity fanbases, as well as the conundrum of what makes a successful online video, is at the front of their minds.

To understand better just what new skills producers of online content have to put into practice, IHS Markit has interviewed a wide range of leading companies in both the production and platform sides of online including Viacom Digital Studios, Endemol Shine, Twitter and Snap. We highlight seven lessons for producers and look in more depth at recent examples of online productions. We also reveal fresh online viewing data from Tubular Labs and the latest audience behaviour trends from IHS Markit’s exclusive consumer research.

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