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The dirty little secret in the online video business is that almost no one has been able to crack the code when it comes to creating successful, recurring online shows. Yes, there are a few shows with millions of “followers” on YouTube and the occasional mini online celebrity. There are even some shows that have moved on to TV, but these have largely been failures. Essentially there have been no online-only shows that have been sustainable, multimillion-dollar successes.

What about branded video content, you ask? Not faring much better. With this model, you’re essentially trading analog GRPs (gross rating points) for sub-par digital placements. Ask anyone who’s not in the business of selling these shows to name a single show created by a publisher or an ad network on behalf of a brand. You will hear the crickets.

Why? Well, there are many reasons. In short, these shows lack real marketing budgets, massive distribution and access to embedded lead-in/crossover audiences, and the content is often weak or simply made for the sole purpose of extracting ad dollars from advertisers. As many have learned, creating a new show that builds a real audience from scratch is very difficult. Even the best in the TV business fail often in the process of launching a new show.

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