Margaret Stewart: How YouTube thinks about copyright

117,372 views ・ 2010-06-15

TED


Please double-click on the English subtitles below to play the video.

00:15
So, if you're in the audience today,
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or maybe you're watching this talk in some other time or place,
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you are a participant in the digital rights ecosystem.
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Whether you're an artist, a technologist,
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a lawyer or a fan,
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the handling of copyright directly impacts your life.
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Rights management is no longer
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simply a question of ownership,
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it's a complex web of relationships
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and a critical part of our cultural landscape.
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YouTube cares deeply about the rights of content owners,
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but in order to give them choices about what they can do
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with copies, mashups and more,
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we need to first identify
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when copyrighted material is uploaded to our site.
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Let's look at a specific video so you can see how it works.
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Two years ago, recording artist Chris Brown
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released the official video of his single "Forever."
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A fan saw it on TV,
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recorded it with her camera phone,
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and uploaded it to YouTube.
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Because Sony Music had registered Chris Brown's video
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in our Content ID system,
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within seconds of attempting to upload the video,
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the copy was detected,
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giving Sony the choice of what to do next.
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But how do we know that the user's video was a copy?
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Well, it starts with content owners
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delivering assets into our database,
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along with a usage policy
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that tells us what to do when we find a match.
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We compare each upload
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against all of the reference files in our database.
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This heat map is going to show you
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how the brain of the system works.
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Here we can see the original reference file
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being compared to the user generated content.
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The system compares every moment
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of one to the other to see if there's a match.
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This means that we can identify a match
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even if the copy used is just a portion of the original file,
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plays it in slow motion
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and has degraded audio and video quality.
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And we do this every time
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that a video is uploaded to YouTube.
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And that's over 20 hours of video every minute.
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When we find a match,
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we apply the policy that the rights owner has set down.
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And the scale and the speed of this system
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is truly breathtaking.
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We're not just talking about a few videos,
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we're talking about over
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100 years of video every day,
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between new uploads and the legacy scans
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we regularly do across all of the content on the site.
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When we compare those hundred years of video,
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we're comparing it against millions
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of reference files in our database.
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It would be like 36,000 people
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staring at 36,000 monitors
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each and every day, without so much as a coffee break.
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Now, what do we do when we find a match?
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Well, most rights owners, instead of blocking,
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will allow the copy to be published.
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And then they benefit through the exposure,
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advertising and linked sales.
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03:01
Remember Chris Brown's video "Forever"?
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Well, it had its day in the sun and then it dropped off the charts,
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and that looked like the end of the story,
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but sometime last year, a young couple got married.
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This is their wedding video.
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You may have seen it.
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(Music)
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What's amazing about this is,
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if the processional of the wedding was this much fun,
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can you imagine how much fun the reception must have been?
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I mean, who are these people?
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I totally want to go to that wedding.
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So their little wedding video went on
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to get over 40 million views.
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And instead of Sony blocking,
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they allowed the upload to occur.
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And they put advertising against it
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and linked from it to iTunes.
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And the song, 18 months old,
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went back to number four on the iTunes charts.
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So Sony is generating revenue from both of these.
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And Jill and Kevin, the happy couple,
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they came back from their honeymoon
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and found that their video had gone crazy viral.
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And they've ended up on a bunch of talk shows,
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and they've used it as an opportunity to make a difference.
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The video's inspired over 26,000 dollars in donations
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to end domestic violence.
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The "JK Wedding [Entrance] Dance" became so popular
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that NBC parodied it on the season finale of "The Office,"
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which just goes to show,
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it's truly an ecosystem of culture.
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Because it's not just amateurs borrowing from big studios,
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but sometimes big studios borrowing back.
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By empowering choice, we can create a culture of opportunity.
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And all it took to change things around
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was to allow for choice through rights identification.
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So why has no one ever solved this problem before?
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It's because it's a big problem,
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and it's complicated and messy.
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It's not uncommon for a single video
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to have multiple rights owners.
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There's musical labels.
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There's multiple music publishers.
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And each of these can vary by country.
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There's lots of cases
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where we have more than one work mashed together.
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So we have to manage many claims
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to the same video.
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YouTube's Content ID system addresses all of these cases.
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But the system only works through
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the participation of rights owners.
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If you have content that others are uploading to YouTube,
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you should register in the Content ID system,
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and then you'll have the choice
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about how your content is used.
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And think carefully about the policies that you attach to that content.
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By simply blocking all reuse,
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you'll miss out on new art forms,
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new audiences,
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new distribution channels
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and new revenue streams.
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05:24
But it's not just about dollars and impressions.
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Just look at all the joy
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that was spread through progressive rights management
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and new technology.
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And I think we can all agree that joy is definitely an idea worth spreading.
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Thank you.
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05:38
(Applause)
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