YouTube Becoming a Uber-TV Network, Lets Major Content Partners Sell Their Own Ads
By Anna Johnson on January 23rd, 2009You know, I’m getting the feeling that one day we’ll all wake up and, instead of switching on CBS, NBC, ABC, Fox, CNN, BBC or whatever for the news… we’ll visit YouTube instead.
YouTube is quietly but surely taking over the space in people’s lives that the television networks have dominated for so long.
My hit prediction: YouTube, the uber-network.
Maybe not today. Maybe not tomorrow. But maybe not as far away as many of us may think.
Perhaps I’m exaggerating. But YouTube currently dominates online video… and it looks to be quietly gearing up to dominate video in general.
YouTube started off by showing fun clips from amateurs… then it invited indie movie producers to upload their films… then it did deals with networks to show old TV shows and movies… then it invited everyone to share in the wealth (i.e. ad revenue via its partner program)…
And now, according to TechCrunch, the online video service is being even more generous by telling major content partners they can sell their own ad spots on their content.
TechCrunch says that only a few media partners are currently able to sell their own ads on YouTube. For example, CBS can sell its own ad inventory on videos in its YouTube channels and any videos containing its content uploaded by users.
Now, apparently, YouTube intends to expand the program to more major media partners, possibly before the end of the first quarter.
It’s all part of the plan to get the networks on side – addicted, even, to the revenue they can earn via YouTube. And while such revenue may be inconsequential now… it may not be so inconsequential in the future.
Or am I reading too much into it?
After all, content from media partners represents about 4 percent of all YouTube’s video content, but this generates most of the advertising revenues.
It’s understandable, then, that YouTube would want to focus on such an initiative. The media partners should be happy too, since they will have another avenue to monetize their content.
But, I also consider this to be a brilliant strategic move on the part of Google (owner of YouTube). Inviting the networks to share the riches is also consistent with a long-term strategy to ‘get ‘em in, feed ‘em, and make ‘em dependent on you.’
YouTube – the uber-network. It’s happening folks!
