The question everyone's asking with regards to YouTube's Content ID is has internet finally reached maturity? According to thedrum.com, every business is said to have four stages of it's life cycle: infancy, growth, maturity and decline. With the recent news that companies participating in YouTube's Content ID have received more than $1bn in royalties, it seems that the creative industry has finally settled on a model when it comes to posting content online.
But does this mean that the online market for music, film and TV has reached 'maturity'?. If that's the case then what's next? And what does it mean for companies that don't want to participate in Content ID and offer other business models?
When YouTube was first launched, the creative industry as a whole took the opinion that it wasn't right to use other people's content without their permission. This developed into law suits which resulted in notices (DMCA notices) telling people to take it down. Most people think of YouTube as a video sharing platform but it is actually the world's second biggest search engine after Google. Logically, if you have access to such a global channel, you need to monetise it and not fight against it which is what Content ID does. Once registered, rather than fighting YouTube, the creative industry is sharing in the spoils by entering into a profit share with YouTube over the advertising revenue it gets by showing adverts alongside the otherwise unlawful content.
So does this represent a shift in the creative industry's copyright mindset? Check out the full article to find out.
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