YouTube helps boost Monty Python DVD sales
Web site program claims credit for comedy troupe’s Amazon sales
By Jennifer Netherby -- Video Business, 2/6/2009
FEB. 6 | Most studios continue to withhold movie and TV clips from YouTube, but the user-generated Web site says it now has proof that offering free clips boosts DVD sales.
Pointing to Monty Python, YouTube posted in its blog that linking the comedy troupe’s videos and YouTube channel to Amazon.com led to a 23,000% jump in DVD sales through the e-tailer. The links were included as part of YouTube’s Click-to-Buy program, launched in October to generate revenue for videos on the site.
After Monty Python created its own YouTube channel in November and uploaded clips from its Flying Circus TV show and other properties, its DVDs briefly shot up to the No. 2 spot on the Amazon movie and TV bestseller’s list (they have since slid to the Top 2,000 range).
It’s unclear how YouTube availability translates to other properties that don’t have the cult following of Monty Python—YouTube won’t provide other numbers. Monty Python decided to add its clips to YouTube rather than continually fight to keep unauthorized clips off the site.
“For three years, you YouTubers have been ripping us off, taking tens of thousands of our videos and putting them on YouTube,” the troupe posted on its channel.
They then warn, “we know who you are” and promise to offer high-quality versions of the most popular YouTube clips uploaded by fans, before asking for something in return. “None of your driveling, mindless comments. Instead, we want you to click on the links and buy our movies and TV shows and soften our pain and disgust at being ripped off all these years.”
Now, when a user uploads a Python video, YouTube’s content filters identify it and ask the user to allow the “Click-to-Buy” link on the video. If they won’t, the video is pulled from the site.
Neither A&E, which distributes Python videos, nor New Media Broadcasting Co., which handles the troupe’s digital business, returned calls for comment.
YouTube also offers click-to-buy links to iTunes and said it will “slowly but surely” add other content and product partners. The company also is expanding the program beyond the U.S. and U.K. to Spain, Germany and the Netherlands for music, linking videos to songs on iTunes.
“Our vision is to help partners across all industries—from music, to film, to print, to TV—offer useful and relevant products to a large, yet targeted audience, and generate additional revenue from their content on YouTube beyond the advertising we serve against their videos,” a YouTube spokesman said.
