Name: YouTube’s plan to be the next music giant
Uploaded: 2015-07-13
Duration: 4 min 35 s
Description: YouTube’s plan to be the next music giant

[ MUSIC ] Late last year YouTube introduced something called the YouTube Music Key. Would you tell everybody what that is and how's it going? Yeah, so we launched a music service, which we launched in Beta, and it's got a couple of key features, which is that users can see the music Corpus ads free. They can listen to the music offline. And they can background. Which means that they'll have it on their phone, and they can go and check their email or browse the web, or do whatever else they want while they have the YouTube music in the background. And YouTube just has A really impressive collection of music. So if any of you are music aficionados and there is a specific song you want, we probably have it and ten other times it was recorded on UTube. So we launched this in beta which has been really, really useful for us. We have learned a lot of things. We launched it to a subset of our most Very heavy music users. As a subscription service, yes? As a subscription service, yeah. And they've given us a lot of feedback. And so we have taken that feedback we are re- adjusting it based on that feedback with plans to launch later this year And what will that launch look like? And how should we understand it? Should we see Music Key as being on par with Apple Music and Spotify and?? Well, I think it's a little bit different. Because the music and purpose that we have is very different. It's different because we have, first of all we have the music video, which like being able to see your favorite music artist perform a song and see what they imagine when they created that song. It's really magical and so being able to have that. But then on top of that we have all the user generated clips of other people having taken that song and done covers with it. So our corpus is very different. And we're thinking about how to lean into that more and to enable users to be able to get both the videos and really make that important as well as getting all of the other user generated and uploaded content. My last question before opening it up, you mentioned earlier you were involved in the double click acquisition. Yeah. There's a lot of small, and not so small companies doing various music things. Soundcloud for example. Will UTube be acquisitive? And I don't mean in a small way, but potentially in a big way? Yeah, so in the ads world we did a lot of acquisitions You know, we spent a lot of money, kind of, buying different businesses. And you know, in general, the way it worked is we had a strategy. And we said this is our strategy and this is where we want to go. And when we looked at the strategy, we said these companies Like, AdMob for example, was an acquisition that we did. We said, you know what? Mobile app advertising, and again, this was a long time ago. Yeah. And I didn't have a baby right at that time, so I can't remember the year. [ LAUGH ] So we did AdMob acquisition, and we saw app installs are gonna be really significant, app advertising is gonna be very important. We understood that it would increase the display inventory, and so we did the acquisition. I think with YouTube what I'm seeing is that a lot of the hard work press to do is- there's a lot of hard work we need to do. But if there is a company that helps us get to our strategy faster or acquire users that we don't have, then we'll buy Then we will buy companies. So internal prog development first. But absolutely yes to an acquisition if you find one. Including a big one. Yeah. I mean anything that helps us move faster is going to Do that if we look if I look at a strategy and say look we can get here a year faster because we have people and they know this business. Then yes we're gonna look at that and we're gonna do that acquisition. Because I think this is a big market. I think there's a lot of opportunity here Time to market is important. Having the right skill set is really important. And so, I don't really care how we get there. As long as we get there. And we have a great product with a billion plus users growing. [ MUSIC ]