Youtube + Piracy = Companies are turning the issue into an opportunity
There’s finally an end to the arms battle between the video industry and the so-called pirates that are sharing content on the Youtube platform. According to the Google video sharing service, over 90% of the content owners who find their work on the platform are leveraging the visibility of them to run ads on them. A new position and an interesting attitude to rule the Internet world, or at least take benefits from the work of average customers.
Moving from attacking sharing platforms to leveraging them as new business opportunities has long been a dream for many. But according to the data provided by Youtube we can assume dinosaurs of the video industry (movie and TV) have thought a little more on what is the Internet and what the consumers attitude means. Not that average people are all willing to steal, but that they’re in need of customized content that they can reach when they want. Situation they did not understand until recently then.
Running ads to get more content from a bad quality video is a great idea and more certainly a smart way to tease them. Consumers do consume and want more, that’s what may be the conclusion of worldwide artists who are uploading content from them and still buying their high quality content. Generating a continious relationship and nurturing it with frequent off business content to improve loyalty and turn the more avid people into fans and advocates is a relevant way to see the business.
The music industry is the last business that hasn’t find yet its online business model but it can get inspired by the way its sister industry is dealing with it. But before that industry can change they have to put an end to some of their archaic methods and business model they try to keep running, like telling that they do less business due to piracy when they make more business thanks to gig DVDs and ringtones. Face the reality and adapt. That’s how it works, unless you want the RadioHead example to become mainstream and kick you out of the business.
Ressource:
Results of the RadioHead In Rainbows experiment
Laurent Flores | August 28th, 2008 at 11:08 am #
Excellent indeed…and as you said Youtube is a great exemple between what needs to happens offline as well, how retailers and brands need to partner for the better of consumers first, and naturally theirs as a result
Fast.Fwd.Innovation Weekly Takeway - Fast.Fwd.Innov@tion | September 1st, 2008 at 12:03 pm #
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