YouTube decade, the scale of the opponents have changed, but also not willing to more points

Last month, YouTube ushered in its own 10 birthday. Key indicators, such as the total length of the video and the length of the watch, show that YouTube is a growing giant.

But the pattern of market competition is changing--with the sci-fi comedy "Video Game High Parochial" as an example, because YouTube's production budget is too low to be on Hulu. Freddie Wong, the film creator, said: "Hulu is clear, now, the content is very valuable." "Take away YouTube video creators, with rivals like Hulu and some seemingly less ferocious opponents."

Rise

Representative Company: Vessel, Vimeo

The main purpose of seizing video resources: User pay

Vessel's killer is the video starter. Users can subscribe to vessel only if they pay 2.99 dollars a month. Want to see it on YouTube? Wait more than three days. For YouTube video creators, if authorized vessel start, make money can turn over 25. More than 20 YouTube reds and media organizations have taken refuge in vessel's embrace.

Vimeo's killer is high quality UGC and social attributes. Vimeo is a gathering place for independent producers and literary youths, advocating "arranges connecting through video", which can be exchanged with creators. If users become paid members, they can use the tip jar function, to the video creators to reward, Vimeo only a 10% commission.

Representative Company: Facebook, Twitter, Snapchat

The main purpose of seizing video resources: Advertising

Facebook is raging. Celebrities like Shakira, Beyonce and Justin Bieber use Facebook to send videos every day. In the summer of 2014, Facebook posted a total of 1 billion daily video views, and at the end of 2014, the figure quadrupled to 3 billion. Facebook also counted the automatic playback video for more than 3 seconds, regardless of whether the user clicked on it or not. Still, 3 billion is still a very impressive number.

Social media's foray into the video industry is an excellent opportunity for advertisers to forward creative, in-depth ads on their own. An advertising company CEO said: "Than youtube,facebook more clearly what users like, but also more conducive to the sharing and dissemination of video." ”

Twitter launched a new feature this January that allows users to edit and share small videos within 30 seconds. This feature complements Vine's 6-second small video. More than 10 media public numbers and Twitter have been working together to use a public number to send a small video in 30 seconds.

Snapchat also not to be outdone, in January launched Discover, and more than 10 media cooperation, to provide news and video, pictures and other content. Late January, Snapchat also launched a mini play--snapperhero--youtube and Vine's reds to participate in the production.

It is worth noting, however, that the YouTube model is ripe for a company with a high reliance on advertising, and that social media does not have the ability to keep video monetization in a sustainable way.

Where YouTube goes

YouTube is already a billions of-dollar advertising giant, with 2014 ad revenues of 4 billion dollars, up 1 billion dollars from 2013. Still, YouTube has little profit after discounting purchases of content and infrastructure spending. Google did not disclose the financial details of YouTube, but said YouTube's payments to video creators in the past three years were growing every year, up 50% in just 2014 years. Google also said that in 2014, the top 100 channel to participate in Google preferred advertising program revenue increased by more than 70%.

For now, YouTube is a major source of revenue for media and entertainment companies, and Facebook is just a promotional tool. But in the future, the pattern is likely to change.

Keith Hindle, FremantleMedia CSM's digital brand Entertainment CEO, claims to be the biggest professional content provider on YouTube, with a total of 9 billion viewers a year, including American Idol. "YouTube is an incredibly important platform," she said. Their terms often disappoint the creators of the video and have little money. But if the scale is large, as we do, the bargaining power goes up and the money gets more. ”

According to the YouTube revenue-sharing agreement, content owners receive 55% of their advertising revenue. Other platforms are much more generous, with vessel and Facebook appealing for 37 points in advertising revenue. In addition, as mentioned in the previous article, Vimeo only a 10% commission.

To prevent brain drain, YouTube is starting to invest a lot of money in creators. YouTube originals contracted the cost of YouTube's flagship home play and comedy production, which is said to be aired exclusively on YouTube by the end of the year. In fact, as early as 2012, YouTube launched an original channel program, with a budget of $200 million trillion, focused on traditional media, video production companies and YouTube native red. But, now the creator's importance has been fully reflected, now dedicated to supporting the YouTube primary network red. In some cases, YouTube will also work with creators and industry-leading experts. These industry experts include Hollywood producers and other executives. "We want to use YouTube original to help creators achieve their ambitions," said Jamie Byrne, YouTube content director. "In addition, YouTube today launched a YouTube for Artist service for creators."

YouTube, on the other hand, is exploring the prospect of video-on-demand services. The music subscription service the YouTube Music Key serves as a reference for video-on-demand services: 7.99 dollars a month, you can go to ads to watch MV, listen to music, the song Library is Google Play music on the 30 million song. Some of YouTube's content collaborators consider subscription services a smart move. Defy Media chief Keith Richman says YouTube is doing everything it can to help creators make money.

YouTube will not be marginalized anytime soon. It is the world's second-largest search engine, after Google's own search engine. A generation of habits has long been nurtured, and for them YouTube is synonymous with network video and audio. Find music, find hot videos, find video Tutorials ... YouTube is the default solution. "If you're in the digital video industry and not on YouTube, it's like saying, I want to build a website, but I don't want to be searched by Google." "says Kathleen Grace, executive of New Form Digital UBM.

"Online video is a rapidly growing market where YouTube is not threatened and the real danger is television and traditional distribution channels," said Allison Stern, vice president of Tubular Labs marketing. ”

For video creators, no matter what the overall trend of the market, as long as the platform competition is strong enough to bring benefits.