First Interesting Article on Online Video (in a While)

I’m getting so tired of the hype articles, or the latest story about an instant viral video classic. Finally, here’s an interesting piece.

Source: The Ultimate Middle East Business Resource. Go figure.
On YouTube:

“But this bandwidth is expensive. It’s estimated that bandwidth costs YouTube US$1 million per month. But the investment – YouTube has raised US$11 million in venture capital – is money more than well-spent. YouTube estimates that it could already earn US$10 million a month by putting ads at the start of every video. So far, it hasn’t, because it doesn’t want to alienate viewers. Instead it’s looking for new and creative ways to get advertisers on board.?

On Advertising:

“For advertisers, the beauty of video sharing sites is being able to target highly niche audiences. All videos are tagged with different keywords, from the general “music” “sport” “comedy” to specifics such as “Britney” “golf” “kittens”. Nearly a third of YouTube’s visitors are aged 18-24, a key youth market that is getting harder for marketers to reach.”

Three Lessons:

  • There’s a lot to learn from YouTube. The first lesson is that internet users are desperate for compelling, quirky and entertaining multimedia content. And they are happy to get it in small bites. They may not want to pay for it, but they’ll probably put up with a short TVC or banner ad for the privilege of watching.
  • The second is universality. Anyone, anywhere, on any system – even mobile devices –middle-east.gif download, you don’t need a particular browser or the latest version of Windows. This is going to be a harsh lesson for video sites that try to force users to specific (usually Windows-only) formats. Accessibility is the only way.
  • The third – as NBC has learnt (WVFF editor’s note- poor writer CLEARLY can’t spell), but the RIAA still shuts its eyes to – is not to fear and resist the New Media Revolution, but to embrace it. The internet is here to stay and here to grow. It’s impossible to try and control the machinations of millions of hungry bright minds. If people want to see a video, they’ll find a way to rip it, copy it, encode it. Forget proprietary formats, forget copyright protection – the hackers and crackers will always be ten steps ahead.

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