The Next Web

Some media companies finally get it and profit from illegal YouTube movies

Written on August 18, 2008 – 12:00 pm
Ernst-Jan Pfauth, editor in chief

“For the most part, people who are uploading videos are fans of our movies. They’re not trying to be evil pirates, and they’re not trying to get revenue from it.”

There you go! See? It isn’t that hard to say goodbye to that negative “the digital revolution is gonna kill us” attitude. The man who said the above words to The New York Times really gets it: Curt Marvis, the president of digital media at Lionsgate Entertainment. His company doesn’t remove illegal YouTube movies, but prefers to profit from it. YouTube offers them the possibility to profit from the advertisements on the video page and shows a little banner, saying Lionsgate Entertainment owns the movie.

Indirect profit

CBS, Universal Music, Electronic Arts and some other participating companies won’t make millions of dollars from this unconventional advertising program. Since the ads only appear on a fraction of all the YouTube videos and most of them hardly track a hundred views. But it’s not so much about direct profit here, but more about indirect profit.

With the media companies allowing mash-ups of content they own the copyright of, fan subcultures can flourish. Every YouTube user can create his own trailer of his favorite movie or give the storyline a twist. Some become real hits. So while the media companies are making a few pennies from the ads directly, they indirectly boost sales via web hypes.

Not everybody is convinced

Not all of world’s media giants are convinced by YouTube. Time Warner and Murdoch’s News Corporation are willing, since they acknowledge testing the new advertisement model, but still a bit afraid. Disney and NBC Universal prefer to see visitors of illegal movie pages automatically forward to their own videos.

But the worst and most old-fashioned of all is Viacom. They’re still busy lining up the 1 billion dollars copyright infringement case against YouTube. If the company wins, the billion dollars might compensate some of Viacom’s losses on sales. But what about the future? How will they boost sales in five years? They’d better start to get used to the new age and profit from it, just like some of their competitors do.

I hope you like that post!

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cbs, disney, electronic arts, lionsgate, nbc universal, news corporation, time warner, Viacom, youtube

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AOL acquires two companies for better monetization

Written on February 6, 2008 – 2:51 pm
Ernst-Jan Pfauth, editor in chief

Looks like Microsoft woke up AOL with their bid on Yahoo. The smaller rival has acquired two companies in two days. On February 4th they turned a long partnership with widget company Goowy Media into an acquisition and yesterday they bought online affiliate marketing network Buy.at. Both acquired companies are Ads-related, so I think we can say AOL is looking for ways to monetize their free services.

Goowy makes it possible for users to create widgets and monitor them. They also have a gallery of widgets for consumers, who can place them on blogs, social network profiles, desktops and personalized start pages. With the acquisition, AOL secures itself of a division that is a strong force in the widget market.

Buy.at is a network in which advertisers pay its web publishing members only when a click on an ad leads to an action, such as buying a product. It used to be domain redirect service that owned domains like stay.at, download.at, play.at and, officiously, buy.at.

Companies like AOL, such as Altavista, fascinate me. They used to be Internet giants who founded services that learned us to use the Internet. Almost everybody started their Internet adventures at one of these two companies. But now, Altavista seems to have vanished in the search marketing division of Yahoo, yet AOL is still alive and kicking with five acquisitions in 12 months. Probably because their mother company Time Warner sees it like an advertise spin-off of their cable company. Yahoo apparently uses Altavista’s knowledge, but isn’t promoting the brand. The last press info was released five years ago.

One of the few survivors, Yahoo, is now likely to be acquired as well. Strange, for such a young medium, Internet arouses a helluva lot nostalgic feelings.

acquire, advertise, altavista, aol, monetization, time warner, yahoo

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