Global brand dynamics
YouTubeThere are plans for news publishers to sell out-of-platform subscriptions through their channels
Original title:
YouTube plans to let news publishers selloff-platform subscriptions through their channels
Author:Tim Peterson（Tim Peterson）
Author:Max Willens（Max Willens）
Date: May 9, 2020
Translation: Beard Wei
YouTubeThe latest olive branch extended to news publishers extends to their own subscription business.The publisher, who is understood to have been understood, revealed thatYouTubeA tool is being developed for news publishers to pass through their ownYouTubeChannels that sell subscriptions to digital property owned and operated by them. As of April this year,YouTubeIt also told publishers that it plans to begin testing subscription sales tools by the end of the year.YouTubeThe spokesman declined to comment.Since 2019,YouTubeNegotiations have been under way with publishers for subscription sales tools. The development of the tool isYouTubeParticipate in the Google News Program (Google News Initiativepart of the plan byYouTubeThe parent company was proposed in March 2018 to support journalism. However, according to the publisher, some details have yet to be worked out, for exampleYouTubeShare of each sold subscription and what subscription information will be shared with the publisher.YouTubeSubscription sales tools for publishers will be similar to the channel membership tools the company launched in June 2018, allowing channels to offer additional benefits to monthly paying users, such as exclusive streaming. Instead of paying extra on the platform, people will pay for access to content that would otherwise appear behind a publisher's website or application's paywall.News publishers have also been looking for like thatYouTubesuch a platform to do more to help publishers make money. publishers from with themYouTubeVideo is a portion of the revenue from ad sales——Usually 55%Owned by the publisher——But news publishers are particularly struggling to attract advertising revenue because advertisers are still worried that their ads are appearing next to controversial topics. Since March, the situation has become more grim, thoughYouTubethe number of views increased, but the publisher's thousand-person cost (CPMBut it's down 20%Above.in the publisher'sYouTubeAt the top of the earnings wish list is the platform's payment of video licensing fees to publishers, just likeFacebookThe same licensing fee was paid for the article last year. If this is not possible, publishers want a higher proportion of advertising revenue. Publishers, by contrast, think subscription sales tools may be beneficial, but are unlikely to offset their advertising-related monaization.Publishers aren't sure if there's a big part of YouTubeUsers are willing to pay to subscribe to their digital content. At the very least, they think subscription sales tools have some promotional value. "This is a new marketing opportunity for us, " says one publishing executive.Publishers are told thatYouTubeAnd Google has been trying to put the video platform's subscription sales tool with "Google Subscriptions " (Subscribe With Google"Tied together. "Google Subscriptions (Subscribe With GoogleIt is a tool launched by Google in April 2018 that allows users to subscribe to the publisher's website through their Google account.YouTube is also looking at a publisher where existing users connect to their subscription publishersYouTubeChannels, such a publisher can video channels, only distributed to its paid users, whether a person directly from the publisher or throughYouTubesubscription.Publishers want toYouTubeYou can share subscriber information with them, such as the subscriber's name and email address. Google to use the "Google Subscription" (Subscribe With Googlepublisher to provide this information. Receiving a subscriber's email address will enable publishers to establish a direct relationship with the subscribers they receive from the platform.
Go to "Discovery" - "Take a look" browse "Friends are watching"