Youtube Testing More Video Rentals
YouTube loves the idea of renting video, pay per view. It has dollar signs written all over it. However, after the first rental experiment revenue figures which were a little dissapointing, Youtube are moving into phase two/ They are offering a selection of videos for rental from a number of niche content providers and distributors. However they are not broadcasting them as it is still at a beta stage.
There appear to be around 13 (unlucky for Youtube?) participants in the next phase, who have each their own YouTube channels offering the videos for rent. There are hundreds of videos available to rent and the price/availability is determined by the provider. It seems that YouTube are happy to let providers determine the details. This is also in line with YouTube’s approach of late, as the video site has been very open to letting its content partners set the terms under which the videos are hosted and they decide on monetiation as well.
Youtube’s first experiment in video rental saw five independent films on offer from the Sundance Film Festival. They were available for rent for a little over a week, but the results of the trial run were a little dissapointing with YouTube taking around $10,000 for the 2,684 streams it sold. At the time of the initial announcement, YouTube said a lot more content was coming in the short-term future and it seems they are delivering.
The new content will probably get more interest than the the first trial, as it will have a more dedicated, but still small audience. The fact that YouTube is so massive will ensure a reasonable level of interest. But do viewers fed a diet of free, free and more free have an appetite to reach for the credit card?
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