Breaking: YouTube Clicks Into Retail
By Maria Popova
THIS JUST IN
YouTube just announced its first move into retail land: click-to-buy links in music videos. Like most Google initiatives, the move is informed by pure organic consumer demand — Google folks noticed that the comment area below vides is fertile ground for consumer discussion of the music used in a video, so they jumped on the opportunity with an e-commerce platform that provides the answer in a direct click-to-buy format.
Currently available to U.S. users only, the platform links to iTunes and Amazon downloads from the EMI Music catalog, but is said to eventually expand into other media like TV, film and print.
We, of course, are not surprised — if it were any other company, Google would be doing this mainly as a reaction to the monetize-YouTube-already peer pressure, but because it’s Google, we know that no action is ever a reaction. There are greater forces at play, and we’re here to tug at their toys.
Published October 7, 2008