- 1. Executive Summary
Stop to think for a moment, what will happen if you found out that YouTube has just been banned in your country and you can no longer access to the videos on the website. How would you feel? What would your reaction be? Will your life be affected by it drastically or nothing is going to change and life still goes on as per normal?
For me, I would be driven to madness. Being a person who spends at least one hour on YouTube daily exploring the different new videos, the sudden loss of an entertainment source will definitely make me feel as though there’s a void in my life that cannot be filled by anything else. That’s how significant YouTube is in my life today. It’s an undeniable hard truth that I have come to terms with and accept it. My situation is definitely not a unique one because I believe that there are many people out there who are experiencing the similar situation as me.
YouTube has brought about a revolutionary change in today’s world. It has changed the way we think, communicate, and share ideas. Redefining the way people perceive how videos should be viewed and shared. YouTube has sneakily become an integral part of our daily lives without us realizing it.
Google provides information while YouTube provides us with visual information. We can find almost any type of videos on YouTube, educational videos, movies, variety shows, teenage drama, and music videos. It has served as a platform for people across the globe to exchange ideas and connect with one another.
This report will walk you through in the different ways in which YouTube has radically changed our lives, mainly the political aspect and the music industry. Moving from there, we will then explore and predict the future of YouTube and how it will extend its impact on the world.
- 2. Background/Introduction
Founded by three ex-PayPal employees, Chad Hurley, Steve Chen and Jawed Karim in 2005, YouTube has created many timely innovations that made it successful, paving its way to an acquisition by Google for $1.65 Billion dollars in November 2006.
YouTube has exceeded 2 billion views a day, nearly double the prime-time audience of all 3 major U.S. broadcast network combined. 24 hours of video are uploaded every minute and an average person spends 15minutes a day on YouTube.
YouTube’s vision is to give everyone a voice, to evolve video, and to make their partners and advertisers successful.
- 3. Historical Perspective
Before YouTube was birthed, what was the world like? How did we share videos with each other?
There were a few video sharing websites like collegehumour, which features comedy videos created by the sites production team and videos posted by users. However, these websites were not able to reach the success of YouTube as the videos shared on the sites were narrowed down to one genre mostly. Unlike YouTube which allows all types and different kinds of videos to be shared on the platform which enables it to appeal to the preference of each and every unique individual.
There were other forms of entertainment like the television, movies, theatres and concerts performances. But one thing they all lack is the flexibility and variety. To watch the next episode of your favourite television drama, you would have to wait for a couple of hours or days and the viewers are often at the mercy of the broadcasting company.
- 4. Current Situation
4.1 Political Issues
A video shows a single line of people slowly trudging up a snow-covered footpath. A shot is heard; the first person in line falls. A voice-over says, “They are shooting them like dogs.” Another shot, and another body drops to the ground. A uniformed Chinese soldier fires his rifle again. Then, a group of soldiers examines the fallen bodies. These images were captured high in the Himalayas by a member of a mountaineering expedition who claims to have stumbled upon the killing. The video first aired on Romanian television, but it only gained worldwide attention when it was posted on YouTube, the popular video-sharing Web site. Human rights groups explained that the slain were a group of Tibetan refugees that included monks, women, and children. According to the Chinese government, the soldiers had fired in self-defense after they were attacked by 70 refugees. The posted video seems to render that explanation absurd. The U.S. ambassador to China quickly lodged a complaint protesting China’s treatment of the refugees.
This is the phenomenon of YouTube, where a video uploaded on the site by any stranger on this planet earth is able to be disseminated rapidly, uncontrollably and reach its intended audience in the shortest time possible. The impact and effects brought by the video is often immediate and has the potential to harm and cause significant damages to the political and economic sphere of the county. The fact that YouTube is able to record a 2 billion global video views per week simply tell it all.
Currently, over 48 hours of video are uploaded to the site each minute. All sort of videos with different length, short and long. Different genres like comedy, romance, horror, scientific and technology. Most of the videos are frivolous, produced and targeted at teenagers. But some are serious. YouTube includes videos posted by terrorists, human rights groups, and soldiers fighting in a war. Some clips reveal an incident that has political consequences on a country. Some document important trends, such as world hunger and global warming. Some videos bring to light important truth hidden from the world. Others spread disinformation, propaganda, and outright lies. All are part of the YouTube effect.
Recognizing the power of citizen-produced and Web-distributed videos as the ultimate testimony, human rights group has armed individuals in war-torn zones with video recording devices so that they will be able to record and expose human rights
Israel has taken its barrage of airstrikes in Gaza to the Web, creating a YouTube channel to post footage of its air force dropping bombs on Hamas targets.
The Israel Defense Forces said Israel wanted to use YouTube to “help us bring our message to the world” with “exclusive footage showing the IDF’s operation success” in Gaza. It was their way of reaching out to the masses and garnering as much attention as possible.
By the third day, the channel had 5,600 subscribers and 16 videos posted. The most popular video was titled “Israeli Air Force Strikes Hamas Government Complex,” which shows a large compound with three structures methodically leveled in an air assault Tuesday.
The YouTube effect has brought other mixed blessings. We find it increasingly hard to believe what we just saw in the YouTube video we watched a couple of moments ago. Disbelief and doubts sets in as we question the reliability of the source. How do we know that what we see in a video clip posted by a “citizen journalist” is not a montage? How do we know, for example, that the YouTube video of terrorized American soldiers crying and praying for their lives while under fire was filmed in Iraq and not staged somewhere else to manipulate public opinion? The more than 86,000 people who viewed it in the first 10 days of its posting will never know.
Governments are already feeling the heat of the YouTube effect. The U.S. military recently ordered its soldiers to stop posting videos unless they have been vetted. The Iranian government restricts connection speeds to limit its people’s access to video streaming. These measures have not stopped the proliferation of Web videos shot by U.S. soldiers in Iraq, or savvy Iranians from viewing the images they want to see. And, though Beijing has been effective in censoring the content its citizens can view, it has yet to figure out a way to prevent a growing number of videos of peasant rebellions from being posted online. In the long run, all such efforts will fail.
When it comes to having faith in what we see online, the good news is that the YouTube effect is already creating a strong demand for reliable guides–individuals, institutions, and technologies that we can trust to help us sort facts from lies. That is important, because the hope of countering the downsides of the YouTube effect will never come from government intervention. Markets and democracy do a much better job of filtering the bad from the good in the confusing tsunami
of Web videos coming our way. The millions of bloggers who are constantly watching, fact-checking, and exposing mistakes are a powerful example of “the wisdom of crowds” at work.Sure, markets and democracies often fail or disappoint. But the openness these political and economic forces promote are now being assisted by a technology that is as omnipresent as we are.
CitizenTube is YouTube’s News and Politics Blog where people gain an access to important breaking news videos from citizens; developing trends in the use of YouTube by news organizations, activists, politicians, and governments.
4.2 Impact on the Music Industry
Imagine this for a moment. The girl-next-door whom you grew up with turns out to be the girl who received a million hits on the video she posted on YouTube a couple of weeks back. You start to notice that she has become the main sensational topic among people within your social circle, people from your school, workplace and community. Her Facebook page is flooded with comments of people from all over the world and suddenly, there’s a Facebook page created for her with thousands of fans. The truth finally hits you and you realise that she’s no longer the same girl whom you played hide-and-seek with during your childhood days, but she’s a star now. What ever happened to this girl-next-door whom nobody once knew? That’s what we call, the “YouTube Effect”.
Not only has YouTube changed the way we share music in our world today, it has created a platform for one to showcase and market their music, talents and abilities. Many youths today who aspire to be the “Next Big Thing” has turned to uploading videos of themselves performing a song, a dance or any other artistic talent onto YouTube. These videos has not only generated buzz and awareness from the public, but it has opened up doors of opportunities for these talented youths to be discovered by big label companies and eventually be groomed to become a full fletched artist. Maria Aragon, a ten years old girl from Philippine is a classic example in this case. Her cover of Lady Gaga’s hit song “Born This Way” received 11 million views in a short span of one week, and to date, it has reached over 42 million hits. Her life has changed radically in a way she never dreamt of since her video has caught the attention of many and won the hearts of those who watched it. She was given the opportunity to perform with Lady Gaga at The Monster Ball Tour concert in Toronto and was later signed on by Star Records, a leading recording company in the Philippines.
What’s amazing about YouTube is the vast amount of viewers it has been attracting daily to its site. Statistics shows that the YouTube site has hit three billion views per day as the site celebrates its sixth birthday. The idea that one could become a superstar overnight has captivated the hearts of many youths and led to a rise in the number of youths posting videos of themselves on the site, hoping to be the next Maria Aragon. YouTube has surpassed almost all physical limitations one could possibly face in the pursuit of stardom. The cost of producing a video and posting it onto YouTube is almost zero in today’s tech savvy generation where most youths own digital equipment that possess the capability to capture motion pictures. The ease of uploading it onto YouTube and the instantaneous results one receives in the form of commentaries and number of views gives the youth a sense of achievement and pride, perpetuating the idea of a leap to stardom.
Boyce Avenue, Sam Tsui, Kurt are YouTube stars who have not only created a name for themselves but have also etched out a money-making career. YouTube has helped served as an advertising platform for their music productions which are made available on itunes for sale.
Seeing the potential of how YouTube enables one to reach out to a greater audience and open up a niche market in countries, many record labelling companies has embraced YouTube and have since actively promoted singers under their label by posting music videos of their artist on YouTube.
Justin Bieber’s “Baby,” which is the first YouTube video to be viewed a half billion times, while simultaneously holding the distinction of being one of the most disliked videos of all time. 500 million, even more than the number of people in the ____.
Negative effect on music industry
However, some major records labels were unpleased that YouTube was giving them a cut of revenue for streaming videos that included their music.
Warner Music tried to force Google to pay significantly more per stream but the end result was that all Warner Music videos on YouTube disappeared. Despite the fact that these videos where helping to drive a lot of attention for these artists, that could directly result in much greater revenue. Not only that, but they were providing a working platform for hosting and sharing videos – free.
Before YouTube, hosting your own videos was a complex and expensive process. You often had to set up your own (expensive) media server, and users had to install proprietary software like RealNetworks’ media player. On top of that, you had to pay a ton of money for bandwidth on every stream. YouTube gave all that away and made the user experience significantly better. It’s not hard to make the argument that the music industry should have been thrilled with the free service that Google/YouTube provided.
Many artists certainly understood this. Lots of musicians, big and small, already included YouTube videos on their official sites, and when the videos got pulled from YouTube, they were left scrambling to explain why the videos on their own websites were broken. Singer Amanda Palmer demanded publicly that Warner Music drop her from her contract. She encouraged fans to record her live at shows and to put those videos up on YouTube. A favorite song? One where she sang about how much she disliked Warner Music, and why the label should drop her.
Meanwhile, those artists who remained on YouTube quickly realized that there was a tremendous advantage to having videos there, even if Google wasn’t paying them directly. Blues singer Joe Bonamassa said that the fact that his music was available for free on YouTube increased attendance at his shows by a factor of ten. People in the cities and towns where he was playing would share his videos, and that made them much more interested in attending his shows. It had a direct and clear impact on his own income.
All of that should have been clear to folks at Warner Music or PRS, but instead, fear ruled the day. Their biggest fear was creating another MTV. When MTV first came about, it, like YouTube, was a great way to promote musicians. Back when MTV still showed music videos it helped many people learn about new bands, buy their albums and go to their shows. But the record labels got jealous that MTV was making all this money off their content. They failed to realise that they, too, were making lots of money in making their own acts more popular. In the world of record label execs, this wasn’t a fair deal. Anyone promoting their content must pay. So, the stance taken towards YouTube has been one of less promotion and less money, even as smarter musicians are benefiting from the free hosting and free software.
The end result, unfortunately, has been that almost everyone loses. Musicians get less exposure. YouTube gets less usage. Fans are left in the dark (or hunting around on less reputable sites for music videos). YouTube was a huge opportunity for the record labels, and they spent years messing it up.
- 5. Future Considerations
Considering the widespread impact YouTube has on our lives, it is undeniable that it has brought about a revolutionary change on how we view videos should be shared.
Although there are numerous video sharing website like DailyMotion and Hulu sprouting up on the internet after the birth of YouTube, none of them has been able to exert the kind of influence YouTube has over our lives.
I believe that as the internet becomes even more accessible in the third world nations,we will start to see the empowerment of the poor, the unheard, the discriminated as they master the power of YouTube.
YouTube has also merged social networks like facebook, enabling users to embed YouTube videos onto their FaceBook page.
- 6. Conclusion
Having look at how YouTube has shape and changed our daily lives from mainly the political and music industry point of views, YouTube has definitely a long way to go and it will definitely bring about a greater change in our lives as people start to master the tool to their advantage.
- 7. References
http://www.onlinemarketing-trends.com/2011/01/five-years-of-youtube-statistics-and.html
http://articles.cnn.com/2008-12-31/world/israel.youtube_1_youtube-video-idf?_s=PM:WORLD
http://www.citizentube.com/
http://www.scribd.com/doc/46068/The-YouTube-Effect
http://searchenginewatch.com/article/2073962/New-YouTube-Statistics-48-Hours-of-Video-Uploaded-Per-Minute-3-Billion-Views-Per-Day
http://www.huffingtonpost.com/2011/05/25/youtube-statistics-birthday_n_866707.html
http://www.mb.com.ph/articles/332654/maria-aragon-sing-national-anthem-manny-pacquiaos-fight
http://en.wikipedia.org/wiki/Maria_Aragon
http://www.telegraph.co.uk/technology/google/6832196/How-the-record-labels-spurned-the-YouTube-opportunity.html