Currently, with a large number of users uploading content, YouTube has become an online video service watched by more than 20 billion users every month. However, considering the practice of continuing to rely on user-uploaded content, it is now facing more and more content review challenges and user experience issues when watching. Therefore, it seems that YouTube plans to expand production.Professional original audio-visual content.
Although it will cost more for companies like Netflix to produce original video content, it will free YouTube from content review and content perception issues, and it will also be able to more accurately place advertisements in conjunction with video content.
Currently, because users are allowed to freely upload video content, many problems have arisen. For example, many people upload large quantities of pirated videos, copy videos from other websites, and even upload pornographic, violent, or false news content. Even in many user-uploaded videos, there are actually many violations and copyright infringements. This forces YouTube to use a large number of review mechanisms and manpower to filter out bad or illegal content. At the same time, it also needs to consider the different perceptions caused by cultural differences in different regions, and then adjust the review and search mechanisms.
Due to pressures such as content review, YouTube currently prefers to cooperate with professional video content creators, including through the YouTube Partner Program, as well as with professional teams, TV stations, and film companies in various places. By ensuring the quality of content sources, it can reduce the problems faced by content review and ensure content stability.
However, expanding cooperation with external companies means that YouTube will face more cost increases. Even though it had planned to increase revenue through paid subscriptions to watch original works in the past, the free usage model that used advertising exposure to support playback costs has been established. Therefore, YouTube's actual revenue increase through paid subscription plans such as YouTube Premium and YouTube TV is limited. It mainly relies on huge viewing volume to drive advertising exposure to increase revenue.
However, as more and more content is now dividing the original viewing crowd, even though YouTube is still the most widely used video service platform in the United States, the actual revenue it brings is still limited. For example, the revenue growth rate in the last quarter was less than 5%, the lowest in the past two years. In addition, advertisers have also begun to spread their budgets to more video platforms, so YouTube's actual profits have decreased relatively.
