YouTube Content Coming To Apple TV, Changes Nothing
Yesterday, Apple announced that they will be making YouTube content available on the Apple TV in mid-June. In the initial beginning, only select content will be available with the entire YouTube catalog available by year’s end. While some seem to think this is a big deal, it changes nothing in the way of either companies business.
Some have predicted that this is now the first real integration of web video and the TV but I beg to differ. Is there any business model behind it? No. Will Apple they sell more Apple TV’s now? No. Does this give YouTube some sort of way of monetizing their content? No. Yes, YouTube will get some more viewers to select pieces of videos but the lack of traffic to YouTube is not what’s stopping them from creating a revenue stream from their traffic. The only reason Apple and YouTube did this deal is is because they could. It’s does nothing to change the dynamics of the business models or the industry.
This deal also highlights the lack of standards in the market as all of the YouTube content currently in the Flash format is going to have to be transcoded to be able to play back on Apple TV since the Flash videos would look bad on a TV screen. And if YouTube is going to make available however many tens of millions of clips they have, we’re talking about a lot of work to do so. No, it’s not rocket science, but it’s not like YouTube can easily just re-purpose what they have. There is a direct cost to having to transcode millions and millions of clips to another format, not matter how big you are.
Am I the only one that is getting tired of hearing about YouTube? Ok, I get it YouTube, you’re really cool and you got bought by Google. But what about a business model? How about discussing what your video advertising strategy is going to be? You have been saying for the past two years that you are "experimenting" with advertising models. Less talk, more action.