YouTube - Requin. MySpace prêt à attaquer YouTube. Septembre 14, 2006 Selon les déclarations de Peter Chernin (COO de News Corp) MySpace.com génère plus de 60% du trafic de YouTube et pourrait ouvrir les hostilités en imposant a ses utilisateurs l’exclusivité de sa propre plate-forme d’hébergement video Myspace Video. Selon le site Mashable.com Peter Chernin aurait clairement affirmé lors d’une conférence d’investisseurs "qu’il était temps de supprimer l’intermédiaire"("time to cut out the middle man") … Fin 2005 MySpace aurait bloqué l’intégration des videos de YouTube sur les pages de ses utilisateurs provoquant une chute de trafic sur le réseau YouTube.
L’incident aurait permis de constater l’impact même si le service a été rétabli sous la pression des utilisateurs. Une situation bien décrite dans l’article de Mashable.com qui expose la petite guerre permanente entre Myspace et l’industrie des milliers de petits développeurs indépendants qui diffusent des modules de services destinés à l’animation des pages du site. Like this: YouTube's Potential Revenue. I heard last week from a pretty good source that YouTube is serving 100 million videos per day. Say what you will about YouTube’s content (unlicensed, kids falling of skateboards, etc), that’s a huge number.
And it got me thinking about how much revenue could be extracted from such an audience. Let’s say that advertisers will pay on average a $15cpm for a ten second pre-roll ad in front of licensed content and high quality user generated content (lisa nova, etc). And let’s say that 60% of the videos being served on YouTube are unlicensed content that could be licensed with the right business deal. And let’s say that another 20% of the videos being served on YouTube are user generated content that is high quality. That leaves 20% of the videos being served that are not monetizable. Here’s the analysis. I also want to dig into the theoretical revenues to a creator of high quality user generated content. But I don’t think so for a couple of reasons. I think its going to happen. YouTube yearly revenue potential: Fred says $150M a year, I say.
Fred does a great post on YouTube’s revenue potential. He takes the premise that if you put a 10 second pre-roll video on every video at a $15 CPM and split the earnings in a Google Adsense way you would wind up with a $150M a year business. It’s a great read, but there are a couple of issues. 1. A $15 CPM for 10 second preroll on unqualified video is not gonna happen. It would be more like a $2-3 “junk” CPM like you see around the web today. $15-25CPMs are reserved for *qualified* videos with a high editorial benchmark. 2. 3. Fred comes to a $150M *potential* number.
If I was a video holder I would go to YouTube and say you can have all our stuff for an $8 CPM and you keep all the upside and we want an upfront, non-refundable advance of $3M a year. If YouTube did that they would be a real business. In the past I’ve said YouTube is not a real business. Also, I don’t think YouTube is gonna get bought at this point.