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Know More About YouTube



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  • Now it comes to the last part. First let me ask a question. What makes an video popular?


  • 1. CCST9003 Group-Project "Critique" Know More About YouTube Presented By: Joseph Chan 201156535 Dennis Chau 2010551411 Gavin Lam 2010555948 Adrian Leung 2010580058 Sum Poon 2010547379
  • 2. YouTube VS Traditional Media By Gavin Lam
  • 3. YouTube – Broadcast Yourself• Basically everything: – News – Politics – Entertainment (movies, dramas, music, games) – DIY – Gossips, Funny Videos Question: Will it replace traditional media?
  • 4. What do we have originally• Radio• TV• Newspaper / Magazines
  • 5. Radio• Characteristics: – High portability – Extremely reasonable price – Quite large range of genres • Classical music • Pop music • Politics, phone-in • Mixed
  • 6. Radio• Disadvantages: – No visual • Information given is limited – News only recapped every 30 min – Still not enough genres
  • 7. TV• Characteristics: – Each TV station owns many channels • Ensure broad genres – Dramas (local & foreign) – Variety shows & entertainment • Dining • Informative • Travel • Game show – News report & diagnosis • TVB Pearl: Pearl Report
  • 8. TV• Disadvantages: – Few programs relating to: • DIYs • Voices from general public – May lack support from some artists • E.g. In 2009, music production companies Universal, Warner, Sony and EM boycotted TVB for copyright issue • (cont’d) Although solved on 19 Nov 2011, related artists can only perform for TVB only – Too many advertisements
  • 9. Newspaper• Disadvantages: – Some newspaper may have bias on some sensitive topics – Not include most updated content of particular news • Can be improved by using dynamic websites
  • 10. Newspaper• Characteristics: – Daily media most people read on – Convenient Free-of- charge newspaper – Insights from politics/legislator – Digs deep on many hit topics
  • 11. Comparison between YouTube and Traditional Media
  • 12. Comparison• Media Resource Size• Update Frequency (incl. whether updated contents are relevant to recent news)• Integrity of Source of Information
  • 13. Media Resource Size• YouTube: Gigantic (in April 2010, 13 billion videos)• Traditional Media (Newspaper, TV/Radio Stations): – Usually come from recordings, videos, photos – Dynamic websites
  • 14. Update Frequency• YouTube: – Very quick
  • 15. Update Frequency– Related to the society? • Ok, 8 out of 49 weeks overlapped with traditional media in 2010 • “Bus Uncle” – Shows YouTube has influence on the society and hence the news
  • 16. Update Frequency• Traditional Media: – Not that slow anymore – Definitely more related to the society
  • 17. Integrity of Source of Information• Most of the videos: – People do not really care• Serious issues: – Natural disasters – Politics
  • 18. Technology in By Sum Poon
  • 19. Introduction• Traditionally, – need to download the video to your computer before playing it – cannot play it until you finish downloading the whole video – if the connection is broken, you may need to download the whole video again from the beginning
  • 20. • In YouTube, – need not to download the whole video before playing it – play it when you are downloading the video• This technology is called “Streaming”
  • 21. What is Streaming?• Technique for transferring• Processed as a steady and continuous stream• Start displaying the video before the entire video has been downloaded• Requested data flow as stream of digital bits
  • 22. What is Streaming?• Small buffer space is created on the client’s computer• Buffer is full, the video starts to play• The file plays, it uses up the information in the buffer• It is playing, more data is being received• download >= play => play smoothly
  • 23. Advantages of using Streaming• Saves downloading time of large video• Slower systems can take advantages• Real time service
  • 24. Disadvantages of using Streaming• download >= play => play smoothly• Internet bandwidth is too low =>not steady• Maintenance cost of streaming server is relatively costly• Packet loss may occur
  • 25. What does we need for Streaming?• Media Player• Decompressed and plays it• Integral part of a browser• Downloaded from the software maker• YouTube, we need Adobe Flash Player
  • 26. How the video transmit?
  • 27. What kind of Streaming in YouTube?• Streaming stored audio and video:• Request on-demand• Prerecorded and stored on servers• Pause, rewind, fast-forward, or index
  • 28. What kind of Streaming in YouTube?• Streaming live audio and video:• Live radio or television• Cannot pause, rewind, and fast-forward• Total length is 0:00.
  • 29. The Revenue behind Free By Joseph Chan
  • 30. YouTube Revenue900800700600500 收入400 總支出300200100 0 2008 2009 2010
  • 31. Question
  • 32. Revenue Sources• Direct Approach – Users buy services/products provided by the website – Money is earned directly $ Your Users Website• Indirect Approach – Users go to another websites via your ads – Money is earned indirectly $ Your Another Users Website Websites
  • 33. YouTube: Indirect Approach• Difficulties to make money – depend on whether the user is targeted customer or not – users are anonymous in the internet in most cases – the need of the users changes every time Difficult to make money in short term
  • 34. Long Term
  • 35. Other Things behind• Number of edges of every users are limited• Culture: More users’ paths are overlapped Reflect societies’ conditions (eg: developed/developing)• Old nodes are disappeared and More new nodes  Internet changes rapidly!!!
  • 36. Advertising on YouTube By Dennis Chau
  • 37. Limitation of advertising on TV• Too many TV stations• Restrict to region• Expensive for prime time• Long advertising time
  • 38. How is YouTube now ?• Over 2 billion videos are viewed per day• over 35 hours of videos are uploaded per minute• Users are come from 22 countries and using 24 languages
  • 39. What does YouTube publish out ?• Video pre-roll ads, banner ads, skippable ads, branded channels, etc
  • 40. Skippable ads• “TrueView” policy• charges only after 30 seconds• US$1 to US$2 for every 1000 views Before During After
  • 41. Highly control• Select video by channel, click rate• Locate targed customer from region, interest, etc
  • 42. Build a brand Channel• To show the Trailer or video ads or other promotion purpose video
  • 43. Ads can be spread quickly• Review Easily• Sharing on Facebook, blog, weibo, etc• Ranking
  • 44. Conclusion• Fair charging• Many ads forms• Highly control• spread quickly
  • 45. YouTube: A New Channel to Promote Moral Values By Adrian Leung
  • 46. Can You ensure a video must be popular
  • 47. Most Viewed Video This MonthNo! You can’t! Data valid before 20/11/2011
  • 48. Popular Videos“The Bus Uncle” “Chinese Idiot on the bus” ”賜座男”
  • 49. Can YouTube become a channel that 1. Regulates people’s behavior and 2. Promote correct moral values?• My answer is…
  • 50. YouTube Ease the Sharing of Videos 1. Share videos by sending the links 2. Watch it on the web directlyAttract people to shoot more videos; andShare with others
  • 51. YouTube Ease the Sharing of Videos People’s improper behaviors may be shot and put on YouTube.
  • 52. YouTube Ease the Sharing of Videos People will be more self-discipline.
  • 53. Wide Spread of Videos Videos can be shared to the public More concerns can be awaked“The Bus Uncle” : 1.7 million hits within 3 weeks“Chinese Idiot on the bus” : 400 thousand hits within 3 days.
  • 54. Wide Spread of VideosDiscussion will be carried out. • People with different stands argue with each other • Professions give their comments • Public media report the issueCorrect moral value is promoted
  • 55. Video is more persuasive Which one impress Let’s watch a short video first you more?• Videos show things that are really happen• Characters in the video instruct us through their actions
  • 56. Improper Use of YouTube• Cyber-bullying• Public may be misled by incorrect information
  • 57. Can YouTube Become a new channel for promoting the moral values?• Yes• A channel that should be carefully used• Viewers should have their own critical thinking on the video
  • 58. ConclusionKnow more about YouTube
  • 59. Conclusion• Comparison between traditional media• Technologies in YouTube• Business aspect• YouTube as a channel for promoting moral values
  • 60. Thank You!Q & A Section