●YouTubeの新しいビジネスモデル

　ビデオの投稿者と一定のルールに応じて広告費を分けると言う新しいビジネスルールを発表したYouTubeですが、コメント記事が幾つか出ています。

▼ YouTube's new, new model

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No details were provided, but undoubtedly, the new model is in response to the overwhelmingly competitive landscape across the world of video-sharing sites. From 2002 through the third quarter 2006, about $1.8 billion had been poured into 241 video-related sites, according to Dow Jones VentureOne. Moreover, there is cutthroat competition from traditional media trying to get their audiences to participate in content creation. ABC's "Lost" wiki site, for example, encourages fans to write episodes or scenes for the producers.

　既に２４１もの動画投稿サイトが競合しており、既存のマスメディアもABC's "Lost" wiki siteのようにファンにエピソードやシーンの投稿を依頼する大競争時代が到来しています。
これまではトップのYouTubeは、YouTubeに投稿しているだけで参加者は気持ちよくなってくれました。でもこれからはそうはいかないと言う主張です。

金融アナリストの興味は、新しいビジネスモデルは何か？　広告戦略は何か？　大衆参加者を如何にして魅惑し続け、集め続けるのか？と言う点でしょう。

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When Google -- which bought YouTube last year for $1.6 billion -- reports this Wednesday, a few key questions analysts will likely ask are: "What is the business model going forward with YouTube? What kinds of display advertising does Google anticipate from its video assets? And how will the company continually attract video content and an audience?"

引用おわり

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But for all its popularity, YouTube's revenue is relatively small. Its contribution is minimal to search kingpin Google, which is estimated to earn $10.33 per share on $7.26 billion in revenue for all of 2006. At the time YouTube was acquired, some analysts estimated YouTube was on track to generate $100 million in sales for 2006.

2006年にグーグルは約１億ドル稼いだと予測されています。まあこんなもんでしょう。

▼ Upload Video, Download Cash on YouTube?

　こちらはビジネスウイークの記事ですが、最初のYouTube参加者達の動機は純粋に芸術的なものでした。でもだんだん金銭に魅せられる人々が増えたと主張しています。

引用

When Google -- which bought YouTube last year for $1.6 billion -- reports this Wednesday, a few key questions analysts will likely ask are: "What is the business model going forward with YouTube? What kinds of display advertising does Google anticipate from its video assets? And how will the company continually attract video content and an audience?"

引用終わり

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Relles' video, about a girl's special holiday gift, made $300 from video-sharing site Revver after it was viewed 50,000 times. The same video was seen nearly 2 million times in less than a month on YouTube.

引用終わり

　広告費の投稿者との分配ではRevverが先行している訳ですが、上記の数字にもあるようにYouTubeの方が断然影響力があり、凄いことになりそうです。

最大半分までの広告費をシェアするようですが、モデルはRevverです。

引用

Forrester analyst Josh Bernoff suspects that YouTube could launch a channel filled with advertiser-friendly videos that have been screened by both audio-fingerprinting technology and Google employees for objectionable or copyrighted content. Advertising revenue could then be shared between Google and the producers whose videos generate significant attention on the channel. "This might be filled with content that is safe for Nike (NKE) to be next to, or Procter & Gamble (PG)," says Bernoff. "But that doesn't mean that the original, no-holds-barred, free-for-all YouTube will go away."

フォレスターリサーチはYouTubeがwith advertiser-friendly videosを新しいチャネルとして立ち上げるつもりのようです。

どうやらグーグルのアドのプロセスとRevverのやり方を併せたものになりそうですが、Revverは投稿ビデオを全て眼でチェックしています。

　日本ナレッジマネジメント学会　専務理事　山崎秀夫