It should come as no surprise that content providers want to make money from YouTube, particularly on smartphones, which are among the hottest-selling gadgets on the planet.
What you may find surprising is that once Google figured out a way to make that happen, namely by allowing advertising, viewership skyrocketed.
Users may hate ads, but media companies aren't as interested in putting videos online without them. And six months ago, Google began allowing in-stream YouTube advertisements to work within its mobile application.
Google gives content providers the ability to opt out of putting their videos on mobile devices. But when the in-stream ad technology was launched, Vevo, one of YouTube's biggest content partners, was able to generate revenue from ads. As a result, Vevo began allowing its music videos to be viewed on phones.
YouTube streams on mobile devices have doubled since then, reaching more than 400 million views per day this month, up from about 200 million in March, according to Google
VEVO wants to reinvent the music video
"People want to view the same videos, the same way that they can online," said Francisco Varela, head of YouTube platforms for Google. "More monetization means a lot more content, means more views."
Google said it has grown its YouTube mobile ad sales by a factor of five this year, which is considerably faster than the growth of years' past.
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