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3 Why isn’t YouTube a All about Google

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Why isn’t YouTube a content portal ? (2/2)
Unlike its competition, YouTube follows an open logic and focuses primarily on
developing content distribution tools :

Encourage content Attract as many viewers as Monetize through relevant
providers to use the service possible advertising tools

• YouTube Program Partner : • Broadcasting videos on • Traditional advertising:
Payed providers of semi- YouTube website and other AdSense and banners
professional content Google sites (ex :
Google.com, GoogleNews)
• In-video advertising :
Pre-roll, post-roll, overlay2
• Broadcasting contracts • Exporting videos (blogs,
with major content providers social networks) and • Brand advertising:
developing API1 for broadcasting video ads
advanced broadcasting on within an environment
third party websites coherent with the brand’s
image
• Broadcasting on all video
devices : television, mobiles, • E-Commerce: Affiliation of
multimedia players, video partner websites (Amazon,
consoles Itunes, video games)




YouTube acts as the platform of a two sided3 market composed of content
providers and video seeking users.
1 Application Programming Interface. Standardized programming protocol allowing applications to communicate
2 Clickable text advertising displayed on a video 3 See Annex ..…….

December 2008 • Everything you always wanted to know about Google… • 9

Publicado en: Tecnología, Empresariales
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