The Video Content Explosion (Google-YouTube Fallout)

One of the most interesting aspects of fallout from the Google-YouTube acquisition is the apparent fire it has lit under all the media companies. Since the acquisition a number of media companies have launched or announced there YouTube clone sites. These include beta.ifilm.com (Viacom), Comedy Central, Ziddio (Comcast). This comes on the heels of the 200+ video sharing sites already out there.

Each of these sites includes the basic user-uploaded videos, comments, and embed codes formula the YouTube popularized. Even more interesting, it seems certain that some of these companies will require YouTube/Google to remove or limit their clips once that content is available at their “home” sites.

The net outcome is that it looks like YouTube will not own all the content in the world, but instead we’re going to get literally hundreds of silos of content. But importantly, video will flow freely across sites via the <embed> code support. Up until now we’ve mostly seen the blog platforms and social networks support embedding of videos. But in fact those little embed codes provide a super powerful and generic syndication mechanism for video to flow everywhere.

My bet is that pretty soon you won’t care which site is hosting a video, because via the embed code it could come from anywhere. The logical extension of this stuff certainly gets pretty wild. For example, what prevents me from creating “Scott’s Super directory of all the video on the web“, which collects ALL the videos – via embeds – from ALL the other video sites in one place. I can aggregate all the metadata, and cluster the videos, so my destination is the best place to find any video you want. Then I’m gonna run ads next to every single video. My hosting costs are non-existing, just a few bits of html served. Everybody else pays the video bandwidth.

You think that’s far off? Then check out Videoronk. They’ve already got a video metasearch site that shows the videos using the embeded Flash player instead of linking to the original page. They’ve got their own ads running next to the videos. They even hijack the syndication by giving you a wrapper link back to their site instead of the original embed code (tsk! tsk!). Oh yeah, it’s gonna be interesting.

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