This post was created in partnership with Google TV
Streaming TV is evolving faster than ever before and keeping pace can be a challenge. Perhaps no company is more prepared to adapt than Google.
At ADWEEK House Austin, Leadership Voices—ADWEEK’s signature interview series spotlighting bold thinkers and changemakers—featured a conversation between Zoë Ruderman, chief content officer of ADWEEK, and Juanjo Duran, global head of media and entertainment content partnerships at Google. Their discussion spanned the future of TV, along with Duran’s insights on leadership and success.
Vertical videos as the future of streaming
Ruderman opened the session by asking Duran to describe his job in an elevator pitch. Duran explained that he works with partners distributing content across platforms and devices within the Google ecosystem, which gives him unique insight into the streaming landscape. He called out vertical videos, or low-budget scripted series meant to be watched vertically on devices, as an exciting trend.
“The reality is that newer generations are not consuming content the same way older generations did,” he said. “People get freaked out about this, but that’s always been the case. Like the changes from print media into digital media, and even before with radio, television, and all of that—it’s an ever-changing trend.”
According to Duran, vertical videos are a multi-billion-dollar industry that will cause ripple effects across the streaming landscape. In response, Google is partnering with studios to distribute their vertical videos on the Google TV mobile app and integrating Google Pay so viewers can pay for more episodes. The integrated system means audiences experience little to no friction.
A personally informed business philosophy
During the conversation, Duran explained how his personal history has informed his business philosophy.
He called himself a “frustrated engineer” who has always had a love for technology. When Duran combined his technical interests with his interpersonal skills, he found his calling. But the real key is simple: He liked what he was doing.
“You need to not only be good at what you do, but you need to be happy. Otherwise, it’s not sustainable,” Duran said. “I’ve been at Google for over 15 years now, and I don’t think at Google, or any other company, you can have a high level of impact if you’re not enjoying what you’re doing.”
Duran also shared that despite his success, he’s suffered from imposter syndrome.
“In the industry, there are a lot of things that come with who you are and where you’re coming from,” Duran admitted. When he began to see some success and traction, he found himself asking, “Why am I being chosen to do this? Am I ready?” Fortunately, Duran had mentors who were able to help him overcome those doubts.
