The driver dropped me off just south of the center of the city, in an area of new high-rises that overlook Srinivasapuram, a fishing village on the Bay of Bengal. The village hangs on to the edge of the city, which has been modernizing fast; the government has been trying to relocate the village for years. From my hotel, I watched tiny figures wander over to the Adyar River estuary and squat, staring up at the opulence of the new Chennai.
But there is something the company could do immediately to improve the situation. YouTube knows that I—and tens of millions of other people—have watched lots of videos made for toddlers, but it has never once recommended that I switch to YouTube Kids. Think of how hard Facebook works to push users from Instagram onto Facebook and vice versa. Why not try to get more families onto the YouTube Kids app? (Malik Ducard, YouTube’s global head of family and learning, said in a statement that YouTube has “worked hard to raise awareness of the YouTube Kids app through heavy promotion. These promos have helped drive our growth. Today, YouTube Kids has over 14 million weekly viewers and over 70 billion views.”)
As far as I am presently aware, the true fact stands that YouTube is valued by multiple sources at around $100 billion, and they absolutely are taking a massive cut from content creators. Regardless of their exact numbers, the fact remains that they are taking a massive cut that could otherwise go directly to content creators, that absolutely, unequivocally makes the difference for many of those creators between profitability and operating at a loss.
So far, though, this has all proved to be mostly idle speculation. Analysts say Google has not been bidding aggressively to win streaming rights. It's not clear whether YouTube, long the top video site overall in unique visitors, aims to be the No. 1 aggregator of all video, says Joel Espelien, an analyst at the Diffusion Group, a video-focused research firm.
During the same court battle, Viacom won a court ruling requiring YouTube to hand over 12 terabytes of data detailing the viewing habits of every user who has watched videos on the site. The decision was criticized by the Electronic Frontier Foundation, which called the court ruling "a setback to privacy rights". In June 2010, Viacom's lawsuit against Google was rejected in a summary judgment, with U.S. federal Judge Louis L. Stanton stating that Google was protected by provisions of the Digital Millennium Copyright Act. Viacom announced its intention to appeal the ruling. On April 5, 2012, the United States Court of Appeals for the Second Circuit reinstated the case, allowing Viacom's lawsuit against Google to be heard in court again. On March 18, 2014, the lawsuit was settled after seven years with an undisclosed agreement.
At the end of the day, though, there are a lot of variables that can affect just how much you can make on YouTube. Your audience has a lot to do with the type of ad that would work best. For example, if you are making short funny videos, it’s probably best to not include a 30-second ad at the beginning—a viewer might just skip right on by. Luckily, YouTube has an analytics page that you can use to see just about every measurable aspect of your video—from demographics to time of day watched and location.
YouTube earns advertising revenue from Google AdSense, a program which targets ads according to site content and audience. The vast majority of its videos are free to view, but there are exceptions, including subscription-based premium channels, film rentals, as well as YouTube Premium, a subscription service offering ad-free access to the website and access to exclusive content made in partnership with existing users.