YouTube’s ads on unauthorised content pay off

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YouTube has hit $1 billion in payments to companies that participate in a programme that sells advertising on user-generated clips that could infringe copyright, in a sign that media groups increasingly see the video site as a friend rather than foe.

Content ID was set up in 2007 by the Google-owned video site to help producers manage their rights and generate revenues from copyright-infringing content. The clips range from excerpts of television programmes and films to fan-generated videos that include copyright-protected songs. More than 5,000 companies are using the programme, including all of the big US TV networks and movie studios. When copyright violations are found, the owner can “monetise” the content by allowing ads to be sold against it, and analyse and track viewing and audience data provided by YouTube -- or have the video blocked and taken down.


YouTube’s ads on unauthorised content pay off