Youtube: Profit Machine Or Media Cannibal?

2293 words - 9 pages - kingticket ✓ Expert Reviewed

Youtube is the only media outlet that provides interesting and relevant entertainment. Behind the millions of vloggers, girls talking about their boy problems, boys talking about girl problems, cat videos, funny videos, and sports highlights, Youtube, a subsidiary of Google, has become the face of diverse content. Using nothing but its video platform to let video makers’ creativity and stories come through, the website has become a popular for both the technologically inclined and disinclined. However, the site has bigger ambitions, such as incorporating live streaming sports as it started in 2011 through its deal with the Indian Premier League in broadcasting cricket games. Critics of this action such as Microsoft CEO Steve Ballmer state that the action increases the chances of copyright infringement off these streamed games and that it “[transfers] the wealth out of the hand of copyright holders into Google’s [hands]” (Scelsci, 2006). They see Youtube as nothing but an infant company in comparison to the large broadcasting firms such as NBC and as a lesser facilitator of participation than other social network sites such as Facebook and Twitter. However, what these critics often don’t see is that Youtube allows these individuals along with corporations to advertise themselves or their products for a miniscule cost. Although consumers think that Youtube should be content with its current stature and market position, I argue that Youtube’s incorporation of live sports programming has transformed the company into the most powerful media outlet by constricting the “entrepreneurial spirit” and being a popular platform internationally.
Originally created as an “Internet Hub where users could post video clips and share them with other users,” Youtube has progressed into a media giant that is “the center of controversy in the entertainment world and […] an Internet destination where people share more than 70 million video clips a day” (Scelsi, 2006). Bought by Google in 2006, Youtube is constantly watched by audiences of all demographics. With an array of diverse content, the website has incredible continuity and flexibility towards current issues while still providing the humorous content that viewers want to see. As the mecca of “amateur user-related content, professional music videos and short promotional clips from television shows” (Timmons, 2010), the site quickly became the primary source for watching short videos to sports highlights. A tool that allows any user to have access to a nearly unlimited database, Youtube has given people the ability to watch anything they wish in almost any part of the world. Seeing as the large viewership pool is attractive for advertisement, the site has allowed ads to post on the website’s content as long as Youtube receives 55% of the profits (Dempsey, 2013). Such an action has transformed the site into a profitable venture, with revenues reaching over $240 billion each year (McCormick, 2010). ...

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