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Marketing School - Digital Marketing and Online Marketing Tips

This New Marketing Strategy Is INSANE

Marketing School - Digital Marketing and Online Marketing Tips

Eric Siu and Neil Patel

Business, Marketing, Careers

4.61.4K Ratings

🗓️ 28 April 2026

⏱️ 19 minutes

🧾️ Download transcript

Summary

Eric and Neil break down why clips are becoming more valuable than the actual show, and why the real shift in media has less to do with long-form content and more to do with packaging, distribution, and platform-native monetization. They unpack the TBPN playbook, why some podcasts are really vehicles for generating clips, why legacy media is still missing the shift, and what marketers can learn from the way modern content is being engineered to spread. Key takeaways ◾ Clips are becoming a real business model, not just repurposed content. ◾ Live viewership matters less when clips drive most of the reach. ◾ More views do not matter if they come from the wrong audience. ◾ The topic you choose affects how monetizable your content becomes. ◾ Legacy media still has not fully adapted to clip-first consumption. ◾ Marketers need to think more like media companies built for distribution. Chapters (00:00) TBPN’s live views vs. clip views (02:13) Why legacy media is losing attention (04:32) Why viral views do not always make money (06:48) What legacy media should do with clips (08:48) Eric’s AI workflow and Claude cost savings

Transcript

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0:00.0

This guy works.

0:00.9

He hosts a podcast with Professor Galloway. You know Scott Galloway? Mm-hmm. Okay. So I'm going to show you these charts because, Neil, you like charts. So TBP, an average live stream viewership versus clip viewership. What do you see here? I can't read it. My screen's too small. Oh, my God. Do you have a... TBP, an average live stream viewership versus clip viewership. Live views is 7K. Clip views is 257K? Exactly, which is what we talked about earlier, right? And this is from sources are Colin and Samir and Prof. G. So he's basically saying, look, this is where legacy media is like Q, but clips don't make money. And so he's saying this is where they're wrong. Unlike most media organizations, DBPN bakes ads directly into the clips. At the end of each one minute snippet, the clip was brought to you by. Ads are enabled in TBPN to generate 5 million revenue last year on track for 30 million in 2026. The podcast isn't so much a podcast as a vehicle for, it isn't so much a podcast as a vehicle for generating isn't so much a podcast as a vehicle for generating clips

0:55.7

the same could be said of many podcasts by the way but but the ingenuity of tbpn is that their first

1:01.1

organization whose business model actually reflected that so when when i think about some of the

1:04.9

podcasts i listened to right now i was listening to a peptides episode with a dire over CEO and you can

1:09.8

tell by the way he's asking questions it's just to get the clips.

1:13.0

It's to get the clips, right?

1:14.2

And you can see, sometimes when I record, I was like, Neil, let me get that clip. We'll get that clip, right? And so when we do get that clip, when we take this, like, when our clips take off, Neil, you know they take off. It's just we don't, I'll make an open call.

1:26.1

If you're amazing at Clips, Neil and I, we are looking to have you for the Marking School

1:29.5

podcast just to amplify what it is we're doing because we've been doing this for such a long time. Now look at this, Neil. So I'm going to read this off. So you look at average live stream viewership versus Clip viewership, okay, April 2026. Hassan Piker, don't really know who that is. Nick Fuentes, I think he's a political commentator, and then clavicle,

1:44.0

clavicular, I've seen him in clips. So look at this. Average live stream viewership, okay, 33K, which I think is a lot. Average clip viewership, 706,000. Nick Fuentes, 612,000, 19K for average live stream. Andit clavicular. Okay, 16K and then 251K.

2:04.4

That's a lot. Okay. Now I think there's one more chart over here. So, so it's no secret that legacy

2:11.2

media isn't doing well. Over the past five years, companies like Disney Warner Brothers discovering

2:14.8

Comcasts have lost a lot more than the third of their value.

2:20.9

No amount of streaming acquisitions rebranders spin-off have been able to stop the bleeding.

2:27.1

So if you look at this, Neil, we got a Comcast going down and to the right, Disney going down to the right.

2:32.0

And then Warner Brothers is actually, they were down before, but they're coming back up.

2:43.6

Dude, it's interesting because I was in New York earlier this week, and someone was telling me how all these social creators are making a killing.

2:45.3

Some of it's because of their audience.

2:48.9

Some of it's because of live streaming, like the Twitches of the world and stuff like that.

3:08.6

And what they're breaking down is a lot of them got really popular because of certain viral clips. And then from there, they sort of building up their audience. So one of the guys there was talking about I show speed. Have you seen I show speed, right? I know what it is. And he always says that phrase, I can beat him. I can beat him. And everything, right? Yeah. And I don't know if you saw the chart that breaks on how fast he is if you compared him to any U.S. college men's track star, right? So if you're in a college in the U.S., he wouldn't even rank in the top 100, top 200. No, I'm not saying he's not fast. I think it was like something like he was ranked somewhere between 300 and 600. I'm not saying he's not fast. He's much quicker than me. He probably can

3:28.6

literally run laps around me. But the point I'm, yes. And the point I'm making here is people

...

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