This Thanksgiving may not be the happiest of holiday seasons for executives connected to IGN, Spike TV and other enterprises trying to consistently attract the 18-to-34 male demo.
Per a report by New York Times LA correspondent Brooks Barnes, that segment of the viewing audience has largely decamped to other intersections of video games and Internet content. As a result, Hollywood-headquartered Machinima recently hit another 18-to-34 male bullseye with a little help from Microsoft:
Halo 4: Forward Unto Dawn, which cost Microsoft $10 million to make and was meant to promote the release of Halo 4 on Xbox, has been viewed about 27 million times [on Machinima]; four related videos delivered 9.2 million additional views.
Machinima also said it experienced very little viewer “fall off,” an industry term for people leaving after watching only a couple of minutes.
Fans understand that this kind of programming is really marketing masquerading as entertainment, said Allen DeBevoise, Machinima’s chief executive. But he contended that “high-quality content is better marketing than traditional advertising; if it’s the equivalent of what people would watch on their own anyway, fans really appreciate that.”
In its first day of release (November 6), Halo 4 grossed $220 million. Machinima meanwhile currently has 138 million YouTube subscribers.
Read the full NYT article here.