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Army of Steven Spielbergs June 8, 2006

Posted by rajAT in aggregator, google, media, media2.0, video, web2.0, youtube.
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Robert young in his post on GigaOm says that Hollywood should fear Google. He points that – 

Google will eventually become the dominant gatekeeper for video.his question, which used to be one of the most pressing in the minds of media executives, seems to have been put on the back-burner lately due to the meteoric rise of online video sharing sites like YouTube and social networks like MySpace (not to mention Google’s own anemic efforts on the video front thus far).

I think to some extent the behavior of media executives is justified. Till now they were competing with 3-4 media houses but suddenly they have got an army of davids who are producing and uploading videos at a frantic pace.

As we all know, Google revolutionized search by leveraging the most unique and powerful element of the web… the hyperlink.

The strategic implications of this insight, which Google used to dominate the market for text-based search, are now about to spill-over into the world of video.

The analogy page rank was a success in text and same will happen in video is not correct.

Let me explain –

First question to be answered is why people use google search? Ok, to discover the content on the web. Why anyone need to search anything on internet, what is the motivation.  Two reason which normally is the case, either I am doing research (academic) or I am trying to find out something interesting (fun).

Now the video consumption on internet is generally of the latter kind i.e. fun stuff. Now what is other way of discovering such content. voila – Peer groups. Yes, peer groups. They recommend/share a video to you (buddy list) when they saw something interesting. In return you recommend/share the videos back when you see something interesting.

So a video on Youtube (or its clones) is tagged, gets commented, gets recommended and then shared. This helps in the easy consumption of the videos by other people. SO you open Youtube website and the most popular videos will be there on the top of the list. No need to search anything. This is a painless experience. And one doesn't have to master the keyword search. 🙂

Note that the meta data of videos that is the comments and stars ( how many stars a particular video has got) is not available to Google. They play a very important role, as they enrich the user experience by helping him in making a more informed choice. This all data is a part of deep web and Google has no access to it. 

Today we have very efficient aggregators and a user doesn’t see much value in reconstructing the web. A Google search finds the content and gives you back a web page of the links that might be relevant to you i.e. reconstructing the web. But thanks to aggregators like Techmeme the need to search has gone down a bit less. Techmeme for videos will come in future which aggregates the videos from all these sources. Google could have done this but by launching there own Video site they just have killed this big opportunity.

Google should have continued what they have been doing best till now that is reconstructing the web. But by opening there own publishing platforms they have alienated other publishers.

In the end, Hollywood executives shouldn’t fear Google but the next door guy who becomes a Steven Spielberg for a day or two. 🙂 

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Comments»

1. Vaibhav Domkundwar - india 2.0 - June 9, 2006

Rajat: This is right on. As video content continues to grow, the key is in surfacing the best and the most interesting content AND personalizing it, as “best” and “most interesting” are really subjective in the context of video. There is definitely an opportunity here, though.


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