Cute kittens and toddlers may be YouTube’s bread and butter, but Google’s video portal needs more than that to encroach on the goliath that is cable TV. But instead of shelling out for the rights to premium content from cable networks, YouTube is hoping it can nudge its existing community toward making high quality videos.
Today the company has confirmed that it has acquired Next New Networks, a firm founded in 2007 that focuses on producing high quality original video content for the web. Alongside the news, YouTube is announcing ‘YouTube Next’, a team of experts (made up by many of the NNN team, no doubt) who are setting out to “supercharge creator development and accelerate partner growth and success”. In other words, YouTube is going to give certain partners access to a team of experts that can hopefully help them produce better content. YouTube’s pending acquisition of Next New Networks was first reported by the New York Times in December.
From the YouTube blog:
In fact, the number of partners making over $1,000 a month is up 300% since the beginning of 2010 and we now have hundreds of partners making six figures a year. But frankly, “hundreds” making a living on YouTube isn’t enough and in 2011 we know we can and should do more to help our partners grow.
The YouTube Next initiative sounds good on paper, but it’s not really clear how YouTube is going to be able to scale the program to make it useful to more than “hundreds” of partners.
Last year YouTube launched a Partner Grants Program that allows promising content creators to receive an advance on their future ad revenue so that they can invest in making videos with higher production values. And it gave a $1,000 credit to 500 partners late last year to buy new video equipment.
But both of those programs revolved around money, which scales. This YouTube Next team is about expertise — YouTube will be contacting partners that it believes could use some help, and will send in its team of experts who can offer tips on YouTube’s platform and the kind of content that tends to do well online. This training will be free, but, again, only select content partners will get access to it.
YouTube says that Next team will be global, but it isn’t saying how many people will be involved. Beyond this partner training, it sounds like YouTube will be launching further grant programs under its Next brand.
Terms of the deal weren’t disclosed.
When Pocketgear changed course recently and announced it was going to be a white-label app store provider for other companies called Appia, I said we should be prepared for an app store onslaught. Well, it appear it may be starting now with Opera opening the Mobile App, a web storefront where 100 million Opera browser users will be able to buy apps.
Opera said the store will be a Speed Dial link in the Opera Mini and Opera Mobile browsers and will offer apps for Android, Symbian, BlackBerry and Java. The number of apps available will vary according to the end device, with the store only presenting apps that work on that phone. Users will get a tailored store experience that includes local language and currency support, too. By leveraging Appia, Opera will have the ability to offer some 140,000 Appia apps on various platforms and will be able to boast its own store with minimal effort.
As I said earlier, the app market is booming with some projecting off-deck app markets eclipsing native app stores in revenue by next year. Forrester Research recently turned heads by predicting the mobile app market will be worth $38 billion by 2015. That’s a staggering sum, considering Apple’s App Store has generated a little less than $3 billion since it opened in July of 2008, with developers taking $2 billion so far. But it shows there’s a lot of optimism in app stores.
Opera is clearly angling to get a piece of the pie by extending beyond simply providing a mobile browser to being a purveyor of content. It’s hoping to leverage its existing reach in 200 countries, which gives it a leg up in competing for eyeballs. Opera said a pre-launch of the Opera Mobile Store in February attracted more than 15 million users, who racked up more than 700,000 downloads per day.
With everyone rushing to create app stores, I don’t know if anyone but a handful will get the kind of traffic needed to be really successful. The ones that simply resell and don’t create much value for developers or consumers may not see much success. Opera is trying to build relationships with developers through the Opera Publisher Portal, which is meant to make it easy for developers to upload their apps. But unless developers see a lot of money-making opportunities to warrant supporting additional stores, many will concentrate on the destinations that command attention and are willing to promote and market their apps, not just try to make some money off of them. And unless consumers of these stores get exclusive apps, better security, improved discovery or cheaper pricing, I’m not sure many will spend a lot of time in these markets. It’s not proving easy to make a store. The challenge now is ensuring its equipped to compete.
Related research on GigaOM Pro (sub. req’d):
- Why RIM’s Future (Unfortunately) Hinges on BlackBerry OS 6
- Why Google Launched App Inventor
- Is Amazon the New Self-Publish Kingpin?
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