This past Monday, Google launched the YouTube Kids app, which will feature “family-friendly” videos and channels with parental controls. Partners in the venture include The Jim Henson Company, HIT Entertainment (producers of Thomas the Tank Engine) and National Geographic. This, in addition to the recently released Music Key, YouTube’s subscription based streaming music service, still in its trial period, but soon to be released to the general public.
These are just a part of Google’s strategy to keep its ever growing online video service at the top. Though YouTube’s total viewing time metric keeps growing by 50%, year-over-year, the competition seems to be lining up to grab a share of the online video pie. Facebook is putting more emphasis on ‘native’ video, footage uploaded directly to its platform, rather than embedded posts from You Tube. Newcomer, Vessel is working hard to convince well known You Tubers to give its service 72 hour exclusives. Yahoo is working on initiatives to bring top You Tubers to the platform. And Twitter is adding more and more native video.
With Music Key and the You Tube Kids app, it becomes obvious that Google will not be relinquishing its position at the top, but fully intends to continue to develop products and services that will continue to attract advertisers, content creators and consumers. Robert Kyncl, Vice President and Global Head of Business at YouTube says of Music Key, “We’ve invited our best users – it will launch in a few months to the public. It is a very important part of business. There are audiences who just don’t want to see ads in music – they want things like offline access.” Google seems to be generally intensifying its focus on individual channels and all of the video content categories.
So those that wish to grab some of the profitability of online video presentation and services away from Google will have an uphill battle. You Tube is strengthening and growing. And, personally, I don’t expect that momentum to slow down any time soon.
Source: The Guardian
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