YouTube test for Business E-commerce

YouTube, which has a massive audience, has not been profitable, and has become a lingering pain in the minds of YouTube and old club Google. Chinese video sites are also in a similar awkward position. But Google has never stopped exploring the profit-making approach since acquiring YouTube.

Late last year, YouTube began its attempt to wade through E-commerce in the US and Britain, launching a project called "Click-to-buy", allowing YouTube users to see the video Click here to Amazon.com or Apple's itunes.com website to buy authentic songs and DVDs.

In April 2009, Thai Tran, a YouTube product manager, announced through an official blog that the "Click-to-buy" E-commerce project was extended to 8 countries, including Australia, Canada, France, Ireland, Italy, Japan, New Zealand and Sweden, in addition to the United States and the UK.

So what is the future of YouTube's E-commerce experiment? If we from the domestic video site experience perspective to predict, may be pessimistic. Because of the copyright protection problem, this model will not exist in the present environment at least. Therefore, for the domestic video site, can not directly learn from or imitate. But strict copyright protection conditions abroad, as well as the market base of the nearly crazy video users, make it seem that we can see a glimmer of light around the "Click-to-buy" E-commerce project, albeit somewhat weakly.

The U.S. online video market is strong and long-standing. In January 2009, American users browsed 14.8 billion videos online, according to the video Metrix study published by market research firm ComScore Inc. This means that 147 million of American internet users have seen 101 video shows on average 1 months per person, spending nearly 6 hours. YouTube has 100 million visitors in January and has browsed nearly 6.4 billion video shows. Fox Interactive Media is the second U.S. online video site, after YouTube, users browse its 550 million video programs, ranked third of the Yahoo sites,3.7 billion video by users. In addition, the Comsore company also reported that 5.4 million to browse the MySpace.com 470 million video, the average video length is 3.5 minutes. It can be seen that these markets are huge, YouTube has long coveted, with massive users and traffic, to convert it into E-commerce customers, is a feasible direction, even if it is stones. However, users will be watching a good video, then click to come to Amazon.com or Itunes.com, will the bill?

Ipsos MediaCT, a marketing research firm, has an answer to this question. According to the report, 50% of adults will buy music from artists after watching music videos on YouTube. This may be where YouTube is trying to get its faith in E-commerce.

Currently, three of the world's four record companies, including Universal Music, EMI Music and Sony BMG Music, are already participants in the "Click-to-buy" E-commerce program, selling hundreds of songs a year. Game company Electronic Arts also signed with YouTube to sell content through the "Click-to-buy" project. Sales take the form of a split between retailers (such as Amazon.com and Apple itunes.com), YouTube and copyright content providers.

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