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YouTube Celebrities Becoming Hot Online Commodities
A New York Times article looks at how smaller online video sites like MetaCafe are trying to poach stars who have attracted big audiences on the Google-owned Web video giant, touting their revenue-sharing programs and pointing out that videographers could make thousands of dollars simply by switching.
The article notes that YouTube has been stung by the loss of some of its stars, like Lonelygirl15, who defected last fall to Revver, which gives about 50% of its ad revenue to the video's producers. YouTube itself recently annouced a yet-to-launch revenue-sharing program that may share approximately 20% of its profit with producers. But James McQuivey, a Forrester Research analyst, told the Times that it's worth it for these small companies to try to lure away "internets celebrities."
“It’s not at all bad form to try to poach other users,” Mr. McQuivey said. “The people providing the best content are obviously valuable. The only problem is, no YouTube competitor can say, ‘We’ll get you millions of eyeballs in a week.’”
As a result, Mr. McQuivey said, YouTube’s competitors must offer cash. “And who’s going to pay them? Advertisers. But advertisers also want to see millions of eyeballs.”