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Com 495, You Tube Blue


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  • 1. Video Sharing: YouTube
    A Look at the phenomenon
  • 2. What is online video sharing?
    A quick and dirty definition:
    • Broadcasting content through a video hosting service
    • 3. Works because the media is translated into the same “language” code
    (Adobe Flash, on YouTube)
    • Benefits the user
    • 4. No required knowledge to upload, stream, or embed data
    • 5. Low-cost (or no cost!)
    • 6. Community-based, by sharing a server
  • Video sharing websites
  • 7. The leader in online video content:
    Data from
  • 8. YouTube popularity
    Two-thirds of all video views are on YouTube, and is the primary video-viewer for various sites (like
    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
  • 9. 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 . . .
  • 10. YouTube founders:Chad Hurley and Steve Chen
    Photo by Michael Grecco, 2006. From
  • 11. YouTube history
    • 2005: former PayPal employees Chad Hurley, Steve Chen, and Jawed Karim discuss issue of sharing video after dinner party (legendary story)
    • 12. Inspiration to create a “Hot Or Not” –like site, but with video
    • 13. Idea shifts from “Hot Or Not” to all video, and credit cards are maxed. Hurley and Chen take charge.
    • 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. 2006: Google purchases YouTube for $1.65 billion
  • Organization using YouTube: NikeJuly 29, 2009
  • 16. Organization using YouTube: NikeJuly 29, 2009
  • 17. 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 and, Nike ads have garnered positive reviews and repeat video sharing
  • 18. More YouTube successes:
  • 19. using YouTube: U2October 24, 2009
  • 20. using YouTube: Chris Crocker, the Britney Spears superfan
    • Britney Spears performs at the 2007 MTV Video Music Awards to much criticism
    • 21. Chris Crocker makes numerous pleas in September of 2007 via VLOG to “leave Britney alone”
    • 22. Crocker’s vlog becomes the second most discussed video in YouTube history, with over 425,000 comments
    • 23. The vlogcurrently has had over 27 million views
    • 24. 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
    • 25. News outlets: Associated Press, CBS News, and others have their own YouTube “channels”
    • 26. 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
  • 27. Wait…what?
  • 28. 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 . . .
  • 29. 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)
  • 30. 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
  • 31. 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
  • 32. YouTube: looking forward
    • New innovations all the time
    • 33. Example: In the past week, YouTube introduces “trending topics” as a real-time search of video comments, similar to Twitter
    • 34. Changing content:
    • 35. Lawsuit outcomes, copyright issues
    • 36. Negative media press, YouTube “celebrity” and trends with teens
    • 37. 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
  • 38. Sources:,9171,1570721-2,00.html,2817,2354485,00.asp,4_1_JO24_FLU_S1-091024.article,2817,2354485,00.asp