Ideally, content should play well the moment it's released, and retain its value over time. So says Karen Cahn, Head of Sales of YouTube Partners at YouTube. Perhaps surprisingly, half of all videos watched on YouTube are over 6 months old, says Cahn. "It's important to think about content living on," she said.
Creating evergreen content is hard for some to contemplate amid the evolution of the "water cooler effect" -- which used to occurred the day after, but now happens in real time -- notes Ian Schafer, CEO of Deep Focus.