Google’s (GOOG) YouTube is going around town cutting video distribution deals with smaller players like the NBA and Wind-up records. The video sharing site says it now has over 1,000 of these tiny partnerships. Obviously, these companies need the distribution more than firms like CBS (CBS) or NBC (GE).
At the same time Viacom (VIA) is pounding its chest about how well it is doing without YouTube. During its earnings announcement, Viacom said that traffic to its MTV site was up more than 50% in the last month. Other Viacom sites also saw traffic improvements. That may be a bit of good news for Viacom, but the fact remains that YouTube’s audience is still much larger than that of any of the media companies, and by a huge margin. The Viacom news was so exciting that the stock closed down for the day.
Once YouTube has a number of small media company deals, the big players will be back. They can’t afford to have YouTube make the little guy a success at their expense.
Douglas A. McIntyre can be reached at [email protected]. He does not own shares in companies that he writes about.
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