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    Com 495, You Tube Blue Com 495, You Tube Blue Presentation Transcript

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