Archive for the ‘Youtube’ Category

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When it comes to video distribution on the Internet,
there are few solutions better than YouTube. The
company is the No. 1 place to search for and find the
video content that viewers want to watch, and for
creators it provides a size and scale of audience it
can offer videos to. That said, a growing number of YouTube creators and
multichannel networks are beginning to grumble about
the revenue share that the site has with its partners
and their inability to monetize their huge audience of
viewers on the site. And, increasingly, they’re looking
for off-YouTube solutions to better distribute and monetize their videos. The problem is that distributing video yourself is
costly, whereas distribution on YouTube is free.
That’s one reason that so many creators got started
on the platform in the first place. With the shrinking
cost of cameras and editing equipment, as well as the
ability to upload and distribute their content for free, YouTube had an incredibly low barrier of entry for its
creators. As a result, the platform attracted a huge number of
talented creators who have, in turn, attracted millions
of fans. For those who weren’t part of the traditional
TV or movie ecosystem, that created an
unprecedented opportunity to get paid to do what they
love — make videos and talk to fans. For many first- time YouTube partners, the additional income was
likely a nice bonus for a hobby that they never
expected to get paid for. But things have changed over the years. Those same
creators now have big audiences and have become
their own big brands. The problem is that they aren’t
getting compensated very well for all that. At least not
as well as they’d like. As the YouTube ecosystem has grown up, it’s gotten
a lot more professional. With more professional video
equipment, more professional editing equipment,
more highly skilled creators. Huge networks have
popped up — like Machinima, Maker, and Fullscreen
— to help creators improve their content and reach. Some provide tools to boost views and reach new
audiences, some help with production, some help
improve monetization. But it’s become increasingly clear that these
businesses will have to find other ways of making
money — YouTube can’t be their only solution. That’s
in part because YouTube takes nearly half of all ad
revenues from partners. Not just that, but the typical
YouTube ads have relatively low CPMs — all of which means that revenues aren’t as high as they
would like and margins end up being constrained. The problem is that there’s no other solution for easily
reaching the size and scale of audience that YouTube
offers. For all the talk of some networks creating a
YouTube alternative, it will be difficult for them to
move the audience over. Not just that, but they won’t
benefit from all the network effects and video search advantages that they get from being on YouTube. With that in mind, a growing number of YouTube
partners are looking for other monetization options.
Some are building apps for mobile phones, tablets,
and connected TV devices. The idea is that they’ll be
able to better these apps through ads, when
compared to the revenue share that comes from YouTube’s website and mobile applications. They can
also own the user experience and have a more
engaged connection to their biggest fans. That is, they’re not looking for a replacement for
YouTube, but a way to augment their YouTube
audience and monetization through other channels.
Partners like VEVO, for instance, have been putting a
lot of effort behind owned and operated apps for
various devices. And more will likely follow. It might be pricey to build out their own apps, but at
the end of the day, these networks will benefit from
additional distribution outlets. It’s not to become
independent of YouTube, but to become less
dependent on it.

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YouTube’s live offering took a big step forward today,
with the announcement that access to the feature will
soon be available to a large number of its partners.
While YouTube Live was previously only available to
a handful of handpicked channels and partners, the
feature will now be rolled out to any YouTube channel in good standing with more than 1,000 subscribers. The opening up of YouTube Live to more creators
comes two years after it first announced the feature.
But it also is being rolled out after YouTube has had
some serious stress testing on the product, including
live streaming of the 2012 Olympics and the big Red
Bull dude-jumping-from-space thing. Now open to more users, the ability to stream live
video could change the way that YouTube creators
communicate with audiences, as they’re finally able
to step beyond the current on-demand paradigm of
uploading videos to the site. Now, they’ll be able to
schedule live events and launch impromptu live streams to be shared with their subscribers. To determine eligibility, creators should check their
Account Features page for an “Enable” button to sign
up for Live. YouTube creators who qualify will get live
transcoding in the cloud and the ability to stream
multiple camera angles. YouTube, meanwhile, will take care of all the hard
work on the back end to get those live streams to as
many devices as possible. YouTube uses adaptive
bit-rate streaming to power the feature, giving viewers
access to the high-quality video available, regardless
of whether they’re watching on a PC, mobile phone or tablet.