Com 495, You Tube Blue

3,484 views
3,348 views

Published on

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
3,484
On SlideShare
0
From Embeds
0
Number of Embeds
34
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Com 495, You Tube Blue

  1. 1. Video Sharing: YouTube<br />A Look at the phenomenon<br />
  2. 2. What is online video sharing?<br />A quick and dirty definition:<br /><ul><li>Broadcasting content through a video hosting service
  3. 3. Works because the media is translated into the same “language” code </li></ul>(Adobe Flash, on YouTube)<br /><ul><li>Benefits the user
  4. 4. No required knowledge to upload, stream, or embed data
  5. 5. Low-cost (or no cost!)
  6. 6. Community-based, by sharing a server</li></li></ul><li>Video sharing websites<br />
  7. 7. The leader in online video content:<br />Data from http://www.hitwise.com<br />
  8. 8. YouTube popularity<br />Two-thirds of all video views are on YouTube, and is the primary video-viewer for various sites (like SlideShare.net)<br />Last March the site had 90 million visitors… 10 times more than the next largest competitor, Hulu<br />Last August, YouTube boasted over 7 million video streams…20 times more than Hulu<br />Data from http://en-us.nielsen.com/rankings/insights/rankings/internet<br />and http://topics.nytimes.com/top/news/business/companies/youtube/index.html <br />
  9. 9. What sets YouTube apart?<br />no advertising before watching a video, continual resistance to the “big name” media<br /> most content created or added by individuals<br /> innovation in uploading: embedding in other sites and to mobile devices<br /> popularity = large viewing audience for users<br /> early entrance into the market . . . <br />
  10. 10. YouTube founders:Chad Hurley and Steve Chen<br />Photo by Michael Grecco, 2006. From http://www.time.com<br />
  11. 11. YouTube history<br /><ul><li>2005: former PayPal employees Chad Hurley, Steve Chen, and Jawed Karim discuss issue of sharing video after dinner party (legendary story)
  12. 12. Inspiration to create a “Hot Or Not” –like site, but with video
  13. 13. Idea shifts from “Hot Or Not” to all video, and credit cards are maxed. Hurley and Chen take charge.
  14. 14. October 2005: Site gains notoriety from a few viral videos, like Nike ad with Brazilian soccer player Ronaldinho. Venture capitalists and silicon valley companies invest ≈$8.5 million
  15. 15. 2006: Google purchases YouTube for $1.65 billion</li></li></ul><li>Organization using YouTube: NikeJuly 29, 2009<br />http://www.youtube.com/watch?v=mrEdYueahO8<br />
  16. 16. Organization using YouTube: NikeJuly 29, 2009<br />http://www.youtube.com/watch?v=tBWRfhBlX24<br />
  17. 17. Nike on YouTube…<br />SUBLIMINAL ads: Ronaldinho & Kobe Bryant for Hyperdunk<br />EPISODIC ads: Nike SB<br />HIGH VALUE ads: Guy Ritchie directs footballer commercial, 2008<br /> As featured on culture-buzz.com and telegraph.co.uk, Nike ads have garnered positive reviews and repeat video sharing<br />
  18. 18. More YouTube successes:<br />
  19. 19. using YouTube: U2October 24, 2009<br />
  20. 20. using YouTube: Chris Crocker, the Britney Spears superfan<br /><ul><li>Britney Spears performs at the 2007 MTV Video Music Awards to much criticism
  21. 21. Chris Crocker makes numerous pleas in September of 2007 via VLOG to “leave Britney alone”
  22. 22. Crocker’s vlog becomes the second most discussed video in YouTube history, with over 425,000 comments
  23. 23. The vlogcurrently has had over 27 million views
  24. 24. Crocker’s YouTube channel has over 260,000 subscribers, he has been interviewed by numerous media outlets, and guest-hosted segments on VH1</li></li></ul><li>using YouTube: other organizations you can find<br /><ul><li>U.S. government: Health concerns, public safety
  25. 25. News outlets: Associated Press, CBS News, and others have their own YouTube “channels”
  26. 26. Television on YouTube “shows”: The Amazing Race, Grey’s Anatomy, The Jimmy Kimmel Show, 20/20</li></li></ul><li>A problem for YouTube providing service to organizations…<br />Profit margin must cover the cost of server space, <br />site maintenance, and new developments<br /> Source of the problem:<br />No advertising before watching a video<br />
  27. 27. Wait…what?<br />
  28. 28. What sets YouTube apart?<br />no advertising before watching a video, continual resistance to the “big name” media<br /> most content created or added by individuals<br /> innovation in uploading: embedding in other sites and to mobile devices<br /> popularity = large viewing audience for users<br /> early entrance into the market . . . <br />
  29. 29. Solutions to ad revenue problem: <br />The“thrifty” approach of Hurley and Chen<br />Side-bar advertising<br />Product giveaways<br />Example: iPod giveaway for Babylon’s YouTube video competition, how translation has changed your life<br />Call-to-action overlay ads<br />Drive traffic to sites off of YouTube<br />As of June 30, 2009, YouTube no longer restricts use of ads to certain partners, content, or video genres<br />Creates “YouTube Promoted Videos”<br />Generating revenue through deals with television and music media outlets<br />Example: Warner Music to allow hosting of music videos<br />YouTube hosts CBS (Hulu, owned by Disney, hosts NBC, Fox, and ABC)<br />
  30. 30. Another problem for YouTube:<br />Copyright infringement, similar to Napster<br />The latest ending case:<br />A group of 25 music publishers, producers, and musicians from Germany suing YouTube for server log information that reveals who shared their copyrighted content<br />
  31. 31. YouTube continues to deal with copyright issues<br />Google CEO Eric Schmidt responds,<br /> “Copyright law, the safe-harbor provisions—it works, as long as we do a good job of takedown.”<br /> Note: Parodies and examples of free speech are not taken down, are protected by free speech. Opposition to this practice is evidenced by the Thai government’s ban of the site.s<br />
  32. 32. YouTube: looking forward<br /><ul><li>New innovations all the time
  33. 33. Example: In the past week, YouTube introduces “trending topics” as a real-time search of video comments, similar to Twitter
  34. 34. Changing content:
  35. 35. Lawsuit outcomes, copyright issues
  36. 36. Negative media press, YouTube “celebrity” and trends with teens
  37. 37. Tastes of vloggers: Personal bios and how-tos moving over to more independent YouTube competitors</li></ul> Freedom of speech—be it by the individual or commercial conglomerate—sharing space and communicating directly with the world at large<br />
  38. 38. Sources:<br />http://www.time.com/time/magazine/article/0,9171,1570721-2,00.html<br />http://www.hitwise.com/us/datacenter/main/dashboard-10133.html<br />http://topics.nytimes.com/top/news/business/companies/youtube/index.html<br />http://en-us.nielsen.com/rankings/insights/rankings/internet<br />http://www.obsessedwithfilm.com/specials/the-top-ten-time-travel-films-of-all-time.php<br />http://www.pcmag.com/article2/0,2817,2354485,00.asp<br />http://blog.hubspot.com/blog/tabid/6307/bid/4901/How-to-Use-YouTube-s-Call-to-Action-Overlay-Ads.aspx<br />http://www.culture-buzz.com/blog/Nike-Bets-on-YouTube-1649.html<br />http://www.telegraph.co.uk/news/newstopics/celebritynews/3117854/Guy-Ritchies-Nike-advert-a-YouTube-hit.html<br />http://blogs.usatoday.com/technologylive/2009/09/warner-music-comes-back-to-youtube.html<br />http://www.msnbc.msn.com/id/20750575/<br />http://www.suburbanchicagonews.com/heraldnews/news/1842653,4_1_JO24_FLU_S1-091024.article<br />http://www.huffingtonpost.com/joe-territo/new-jersey-man-arrested-a_b_332200.html<br />http://www.techradar.com/news/internet/web/german-musicians-to-sue-youtube-their-own-fans-644610<br />http://www.associatedcontent.com/article/210256/youtube_vs_the_thai_government.html<br />http://www.pcmag.com/article2/0,2817,2354485,00.asp<br />http://www.prnewswire.com/news-releases/win-a-new-ipod-touch-with-babylons-youtube-video-competition-65935127.html<br />http://www.negotiationlawblog.com/articles/movies-tv-youtube/<br />http://gizmodo.com/tag/fair-use/<br />

×