YouTube turns on local domains, ad streams in the Gulf: who will benefit?
Original video content is exploding in the Middle East and North
Africa. As we discussed last week in our first new Wamda TV
video by producer Zeina Tabbara, The
Rise of Online Video in the Middle East, one of the major
reasons is that it’s easier than ever for original content
producers to monetize their content- both over YouTube and by
contacting advertizers independently.
With users watching over 310 million views per day, more than 13
million daily watch hours and two hours of content being uploaded
every minute on YouTube, according to Ramy Kandil, Google's Public
Relations Executive for Egypt & North Africa, the Arab world
has become the second biggest region for YouTube consumption
worldwide. Especially in Saudi Arabia, Egypt, and Jordan, an avid
local audience has made the stars of online video clips into local
celebrities.
Today, the portal is expanding its presence in the Middle East,
opening local domains in Qatar, Bahrain, Kuwait, and Oman
(previously only Algeria, Egypt, Jordan, Morocco, Saudi Arabia,
Tunisia, the UAE, and Yemen
were enabled with homepages). This means that local viewers can
now see the most popular (appropriate) videos in their country on
their YouTube homepage (a privilege viewers in Iraq, Lebanon,
Libya, Syria, and the West Bank and Gaza don’t yet have).
YouTube is also making it easier to monetize across the Arab world;
after initially launching advertising solutions in the UAE, Saudi
Arabia, and Egypt, the video portal is turning on ad solutions and
its Partnership Program in Qatar, Bahrain, Kuwait, Oman, and
Morocco, to create “an opportunity for advertisers who want a
Pan-Arab advertising solution,” says the Google
Arabia blog.
This means that content creators can now generate revenue by selling banner space, overlay in-video ads, TrueView in-stream ads (which generate revenue if viewers watch the entire ad), and non-skippable in-stream ads on their channels.
Will this empower a similar explosion of online content in the
remaining Gulf countries? Although critics note that YouTube takes
a 45% cut of ad revenue, putting the
YouTube economy in peril, some ad revenue still offers content
producers still a leg up; those we interviewed in our video had
used their presence on Youtube to build multiple revenue
streams.
In theory, comedians like Bahraini comedian Imran Al Aradi (below)
can now benefit. He doesn't have an exclusive YouTube channel, but
Al Aradi
once said that his greatest achievement was "Being able to sustain a living as an
entertainer, especially in a country where ‘real jobs’ just aren’t born
from hobbies… unless
you’re into cupcakes."