Google 'views' success with Video ID

Stephen Withers
Thursday, 28 August 2008 08:25

Business IT - Networking

The Content ID system gives rightsowners three options: they can block the apparently infringing clips completely, they can track the use of the clips, or they can share in the advertising revenue associated with the clips.

And guess what? Money talks, bullshit walks, as the saying goes.

According to Google, 90 percent of claims made by Video ID 'partners' (as Google likes to call them) result in them taking the money.

Understandably, picking up these unofficial clips makes a big difference to the number of views attributed to the rightsholder. According to YouTube product manager David King, the arrangement on average doubles the number of views, and in some cases increases it ninefold.

So users are happy because content isn't being taken down, rightsholders are happy because they can either block or monetise the use of their content, and Google's happy because it's not missing out on advertising opportunities.

In theory, anyway.

Although some big names such as Lionsgate and Electronic Arts are using Video ID to monetise unofficial videos, a Viacom spokesperson has told the New York Times that the company has yet to determine its position on Video ID.

But clearly, Google hopes Viacom will 'see' the light, and take the money!