A call goes out: Pay the Tubers!

by Mathew on January 27, 2007 · 4 comments

Like many others in the blogosphere — including Ashkan Karbasfrooshan at HipMojo, Allan Stern at CenterNetworks, Fred Wilson over at A VC, and my pal Scott Karp at Publishing 2.0 — I’m intrigued by Chad Hurley’s comments to the crowd of tall foreheads at Davos that YouTube plans to start paying users. The only questions that remain, of course, are a) pay whom? and b) How?

According to the Beeb, billionaire surfer dude Hurley said that YouTube is planning pre-roll ads, possibly as short as three seconds — something iFilm and some other sites do, and a solution I don’t think is that bad, despite all the moaning and hyperventilating from some quarters about how this would ruin the YouTube “experience,” etc., etc. Will the site offer AdSense and other monetization tools as well, or tiers of service of some kind?

hurley.jpg

Scott seems to think that it’s hypocritical of YouTube to build a gigantic enterprise based on other peoples’ content, then make a boatload of money by selling it to Google, and then start doling out nickels and dimes to those who actually own the content. To which I would respond: So what?

The people who had that content weren’t maximizing the use of it on the Interweb, so YouTube saw a market need and filled it — and thereby created value that wouldn’t have existed otherwise. Good for them. Now they can help those content owners monetize their content more easily. Everybody wins.

And I would have a tendency to agree with Chad when he says in the video clip that YouTube decided it was better to hold off paying people until the community had developed first. Introducing commerce too early would likely have given YouTube a much different feeling, and likely would have stunted the growth of the site as the go-to spot for uploading and sharing video. But ultimately, it had to happen. It will be interesting to see how YouTube does it.

  • http://www.howardlindzon.com howard Lindzon

    Go matthew :) . Scott needs to read this and stop his whining.

  • Mathew Ingram

    Thanks, Howard :-)

  • http://www.oponia.com Leigh

    hum…if i were in the ad game, i wouldn’t be recommending to my clients that they go with a 3 second ad roll at the front of YouTube user generated content. Firstly, three seconds isn’t exactly brand building territory. Secondly, from an awareness standpoint, I am not sure I would want to associate my brand with something that’s essentially annonying and slowing down the viewer from seeing what they really came to see in the first place. And as far as it working on iFilm…i’m sorry iFilm? Whose iFilm?!? :)

  • http://www.stephenglauser.com/ Stephen Glauser

    While I’m glad that YouTube has thusfar not been paying for content, it was pretty much an inevitable move. In order to get more users, they needed to keep with the current crop of competitors (Revver, etc.)

    However, how can they justify paying out nickels and dimes to thousands of users over months at a time. While it’s a nice gesture, unless you’ve got a massively popular video oo two, you’re not going to make any money.

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