A record 42.6 billion online videos were viewed by 184 million U.S. Internet users during October 2012 according to a report recently released by digital measurement organization and Brightcove partner comScore. For those who are counting, that’s 938 videos per second for 31 days straight … in the United States alone!

(Stats about global BBC iplayer app use):
An unexpected 35% of viewers are watching more than one programme per visit
25% go on to browse the app after watching a programme
On average, 75% of subscribers access the app each day

Branded content isn’t just about figuring out when your product should show up in that totally hilarious video you’re making, or whether the spaceships in that online game your making should all sport your logo. It’s about the brand creating an environment of great social content that then allows the brand to play in and out in a number of ways. Maybe sometime be the spaceship. But also maybe sometimes be the guy that comes in and has a fun contest to get people more involved, or gets them access to even more content.

By season 2, cars started appearing in episodes. They’re not in every one. Lexus has always said to us, ‘Don’t put cars in everything—it’s supposed to be about entertainment.’ Brands are usually so overbearing when it comes to content. But Lexus told us to make it organic. People are hipper now, and the brand gets that people will just turn it off if they think you’re selling them something.

The best content that is being created today is content that lives beyond the screen. It lives in people’s minds way past when they consume it. It’s content that is transformed and moulded by people. Remixed in the mind and sometimes physically too. Content that is thought about and talked about in social networks, texted on mobiles, tweeted, instagrammed, and personalised in every which way possible using the technologies made available to us. Content that is like a good piece of music that lingers in your mind way after you hear it and shapes your day and your dreams.