The Phenomenon of YouTube

"When two twenty-somethings posted a home-made video on YouTube last week they initially attracted more than 1.3m views, but they didn't earn a cent for their efforts. This didn't matter to them because the two in question, Chad Hurley and Steve Chen, owned the company and had just sold it to Google for $1.65bn. But the fact that they didn't get paid is still a matter of some interest. We are at the start of a creative revolution on the web, enabling millions of people to publish their own videos, music, photographs, books, blogs or whatever, and it is important to make sure it doesn't turn into a rip-off for a new breed of intermediaries. Content is king, but the king has yet to be voted a stipend.

The curious thing about YouTube is that the people who ought to be paid (individual content creators) aren't actually campaigning for it, while corporate providers are threatening legal action over clips pirated on YouTube - even though normally they are only too happy to pay a media platform to show clips of films or TV shows to generate interest in watching the whole thing or buying it as a DVD.

The creators of YouTube have done a great service in bringing video creation to the masses. But it was not because their technology was superior to others in the field (it wasn't), but because they were in the right place at the right time when, unpredictably, YouTube suddenly attracted critical mass. This was a huge victory for garage start-ups over the likes of Google, Microsoft and Yahoo, which found to their cost that the mighty leverage arising from their big market shares in existing products buttered no parsnips in the new world of web creativity."

Citation from "The Guardian: We really need some discontent creators" (2006)