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Youtube Copyright Management Product Suite

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Youtube Copyright Management Product Suite YouTube Copyright Management Product Suite EU Commission stakeholders dialogue - 25.11.19 Nov., 2019 1 ● YouTube Copyright Management Product Suite. Agenda ● Challenges and limitations of copyright management products. ● Video creator experience and redress mechanism. Introduction Google fights piracy & generates revenue for rights Create content YouTube is an open platform where Upload it to YouTube anybody can upload and share their Find an audience content Make a living Confidential & Proprietary How can YouTube provide copyright holders powerful tools to identify uses of their content on YouTube, control them and even take advantage of these new forms of user distribution? Confidential & Proprietary Recap: Components of a Copyright Product Receive Organize Detect and Conflicts Fight Information rights Find Owner resolution abuses Confidential & Proprietary Introducing YouTube’s Copyright Management Suite Takedown Webform Copyright Match Tool Content ID Who? Anyone, users who hold few Who? YouTube channels that are prone to Who? Expert users such as movie studios, copyrights and scarcely find it on reposting of their copyrighted content service providers and other publishers YouTube. and everybody who apply through public that have heavy reposting of copyrighted form. content, mostly enterprises with a large scale of copyright issues. Detection: Manual Detection: Fully automated Detection: Fully automated What? Webform which allows to file a What? automatically shows full reuploads What? automatically claims per copyright takedown notice for <=10 + manual takedown options in product. pre-delivered reference + Policy (incl. videos at a time. monetization of UGC). Everyone has access How webform works? How Copyright Match works? Confidential & Proprietary How does Content ID work? Content Owner YouTube Fan Reference file Generate Metadata, policies fingerprints Uploads creative works Uploads fan video Content ID database Block, track or monetize fan videos Scan for © Generate material and fingerprints execute policy Confidential & Proprietary Content ID allows to customize rules for content GRANULAR CONTROL OF CONTENT GEOGRAPHY LENGTH TIME WINDOWING ACTION Confidential & Proprietary YouTube Analytics: Measure success Who am I reaching? WHO ? Audience insights & demographics Where are my fans? WHERE ? Location & new opportunities (touring and new markets) How do they find my content? HOW ? Traffic sources (playlists, search, suggested videos) & local partnerships Why and how do they engage? WHY ? Optimize content creation and delivery & audience retention and annotations Which are my top performing videos & assets? WHICH ? How to use them to send traffic towards each other Confidential & Proprietary Example: Detection of content (I/II) Original Flipped / Mirrored B&W Color shifted Aspect Ratio Change Light effects “halo” Confidential & Proprietary Example: Detection of content (II/II) Confidential & Proprietary Example: Organization of different rights Ref 3: News show Ad break TV show reference Ref 2: Documentary Ref 1: Music video This piece will create many claims for content the User uploaded video reference provider don’t own Who can claim the snippet? And in which country? Confidential & Proprietary Creator experience: Receiving a claim Confidential & Proprietary How Content ID handles disputes? Video creator Rights holder Video creator Rights holder Dispute Uphold Appeal File a claim takedown Video gets a Content ID claim Accept or Release Accept or Release remove © claim remove © Claim segment segment Dispute expires Appeal expires after 30 days after 30 days Confidential & Proprietary Note: The rights holder can at any time file a takedown. How YouTube handles takedown requests? Video creator Rights holder Reject Video stays down Ask for retraction Accept Video restored Retract File a counter takedown YouTube removes notice video due to a notice and takedown File a Video Confidential & Proprietary Accept lawsuit stays down Confidential & Proprietary.
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