WEBVTT 00:00:00.000 --> 00:00:02.000 So, if you're in the audience today, 00:00:02.000 --> 00:00:05.000 or maybe you're watching this talk in some other time or place, 00:00:05.000 --> 00:00:08.000 you are a participant in the digital rights ecosystem. 00:00:08.000 --> 00:00:10.000 Whether you're an artist, a technologist, 00:00:10.000 --> 00:00:12.000 a lawyer or a fan, 00:00:12.000 --> 00:00:15.000 the handling of copyright directly impacts your life. 00:00:15.000 --> 00:00:17.000 Rights management is no longer 00:00:17.000 --> 00:00:20.000 simply a question of ownership, 00:00:20.000 --> 00:00:22.000 it's a complex web of relationships 00:00:22.000 --> 00:00:25.000 and a critical part of our cultural landscape. 00:00:25.000 --> 00:00:28.000 YouTube cares deeply about the rights of content owners, 00:00:28.000 --> 00:00:30.000 but in order to give them choices about what they can do 00:00:30.000 --> 00:00:33.000 with copies, mashups and more, 00:00:33.000 --> 00:00:35.000 we need to first identify 00:00:35.000 --> 00:00:38.000 when copyrighted material is uploaded to our site. NOTE Paragraph 00:00:38.000 --> 00:00:41.000 Let's look at a specific video so you can see how it works. 00:00:41.000 --> 00:00:43.000 Two years ago, recording artist Chris Brown 00:00:43.000 --> 00:00:46.000 released the official video of his single "Forever." 00:00:46.000 --> 00:00:48.000 A fan saw it on TV, 00:00:48.000 --> 00:00:50.000 recorded it with her camera phone, 00:00:50.000 --> 00:00:53.000 and uploaded it to YouTube. 00:00:53.000 --> 00:00:56.000 Because Sony Music had registered Chris Brown's video 00:00:56.000 --> 00:00:58.000 in our Content ID system, 00:00:58.000 --> 00:01:00.000 within seconds of attempting to upload the video, 00:01:00.000 --> 00:01:02.000 the copy was detected, 00:01:02.000 --> 00:01:05.000 giving Sony the choice of what to do next. NOTE Paragraph 00:01:05.000 --> 00:01:08.000 But how do we know that the user's video was a copy? 00:01:08.000 --> 00:01:10.000 Well, it starts with content owners 00:01:10.000 --> 00:01:12.000 delivering assets into our database, 00:01:12.000 --> 00:01:14.000 along with a usage policy 00:01:14.000 --> 00:01:17.000 that tells us what to do when we find a match. 00:01:18.000 --> 00:01:20.000 We compare each upload 00:01:20.000 --> 00:01:23.000 against all of the reference files in our database. 00:01:23.000 --> 00:01:25.000 This heat map is going to show you 00:01:25.000 --> 00:01:27.000 how the brain of the system works. 00:01:27.000 --> 00:01:29.000 Here we can see the original reference file 00:01:29.000 --> 00:01:32.000 being compared to the user generated content. 00:01:33.000 --> 00:01:35.000 The system compares every moment 00:01:35.000 --> 00:01:37.000 of one to the other to see if there's a match. 00:01:37.000 --> 00:01:39.000 This means that we can identify a match 00:01:39.000 --> 00:01:42.000 even if the copy used is just a portion of the original file, 00:01:42.000 --> 00:01:44.000 plays it in slow motion 00:01:44.000 --> 00:01:47.000 and has degraded audio and video quality. 00:01:47.000 --> 00:01:49.000 And we do this every time 00:01:49.000 --> 00:01:51.000 that a video is uploaded to YouTube. 00:01:51.000 --> 00:01:54.000 And that's over 20 hours of video every minute. 00:01:54.000 --> 00:01:56.000 When we find a match, 00:01:56.000 --> 00:01:59.000 we apply the policy that the rights owner has set down. NOTE Paragraph 00:02:00.000 --> 00:02:03.000 And the scale and the speed of this system 00:02:03.000 --> 00:02:05.000 is truly breathtaking. 00:02:05.000 --> 00:02:08.000 We're not just talking about a few videos, 00:02:08.000 --> 00:02:10.000 we're talking about over 00:02:10.000 --> 00:02:13.000 100 years of video every day, 00:02:13.000 --> 00:02:15.000 between new uploads and the legacy scans 00:02:15.000 --> 00:02:18.000 we regularly do across all of the content on the site. 00:02:19.000 --> 00:02:21.000 When we compare those hundred years of video, 00:02:21.000 --> 00:02:23.000 we're comparing it against millions 00:02:23.000 --> 00:02:25.000 of reference files in our database. 00:02:25.000 --> 00:02:27.000 It would be like 36,000 people 00:02:27.000 --> 00:02:30.000 staring at 36,000 monitors 00:02:30.000 --> 00:02:33.000 each and every day, without so much as a coffee break. NOTE Paragraph 00:02:33.000 --> 00:02:36.000 Now, what do we do when we find a match? 00:02:36.000 --> 00:02:39.000 Well, most rights owners, instead of blocking, 00:02:39.000 --> 00:02:41.000 will allow the copy to be published. 00:02:41.000 --> 00:02:43.000 And then they benefit through the exposure, 00:02:43.000 --> 00:02:46.000 advertising and linked sales. 00:02:46.000 --> 00:02:48.000 Remember Chris Brown's video "Forever"? 00:02:48.000 --> 00:02:50.000 Well, it had its day in the sun and then it dropped off the charts, 00:02:50.000 --> 00:02:53.000 and that looked like the end of the story, 00:02:53.000 --> 00:02:55.000 but sometime last year, a young couple got married. 00:02:55.000 --> 00:02:57.000 This is their wedding video. 00:02:57.000 --> 00:02:59.000 You may have seen it. NOTE Paragraph 00:02:59.000 --> 00:03:01.000 (Music) NOTE Paragraph 00:03:01.000 --> 00:03:03.000 What's amazing about this is, 00:03:03.000 --> 00:03:05.000 if the processional of the wedding was this much fun, 00:03:05.000 --> 00:03:07.000 can you imagine how much fun the reception must have been? 00:03:07.000 --> 00:03:09.000 I mean, who are these people? 00:03:09.000 --> 00:03:12.000 I totally want to go to that wedding. NOTE Paragraph 00:03:12.000 --> 00:03:14.000 So their little wedding video went on 00:03:14.000 --> 00:03:17.000 to get over 40 million views. 00:03:17.000 --> 00:03:19.000 And instead of Sony blocking, 00:03:19.000 --> 00:03:21.000 they allowed the upload to occur. 00:03:21.000 --> 00:03:23.000 And they put advertising against it 00:03:23.000 --> 00:03:25.000 and linked from it to iTunes. 00:03:25.000 --> 00:03:28.000 And the song, 18 months old, 00:03:28.000 --> 00:03:31.000 went back to number four on the iTunes charts. 00:03:31.000 --> 00:03:34.000 So Sony is generating revenue from both of these. 00:03:34.000 --> 00:03:36.000 And Jill and Kevin, the happy couple, 00:03:36.000 --> 00:03:38.000 they came back from their honeymoon 00:03:38.000 --> 00:03:40.000 and found that their video had gone crazy viral. 00:03:40.000 --> 00:03:43.000 And they've ended up on a bunch of talk shows, 00:03:43.000 --> 00:03:45.000 and they've used it as an opportunity to make a difference. 00:03:45.000 --> 00:03:48.000 The video's inspired over 26,000 dollars in donations 00:03:48.000 --> 00:03:50.000 to end domestic violence. 00:03:50.000 --> 00:03:53.000 The "JK Wedding [Entrance] Dance" became so popular 00:03:53.000 --> 00:03:56.000 that NBC parodied it on the season finale of "The Office," 00:03:56.000 --> 00:03:58.000 which just goes to show, 00:03:58.000 --> 00:04:01.000 it's truly an ecosystem of culture. 00:04:01.000 --> 00:04:04.000 Because it's not just amateurs borrowing from big studios, 00:04:04.000 --> 00:04:07.000 but sometimes big studios borrowing back. NOTE Paragraph 00:04:07.000 --> 00:04:10.000 By empowering choice, we can create a culture of opportunity. 00:04:10.000 --> 00:04:12.000 And all it took to change things around 00:04:12.000 --> 00:04:15.000 was to allow for choice through rights identification. 00:04:15.000 --> 00:04:18.000 So why has no one ever solved this problem before? 00:04:18.000 --> 00:04:20.000 It's because it's a big problem, 00:04:20.000 --> 00:04:22.000 and it's complicated and messy. 00:04:22.000 --> 00:04:24.000 It's not uncommon for a single video 00:04:24.000 --> 00:04:26.000 to have multiple rights owners. 00:04:26.000 --> 00:04:28.000 There's musical labels. 00:04:28.000 --> 00:04:30.000 There's multiple music publishers. 00:04:30.000 --> 00:04:32.000 And each of these can vary by country. 00:04:32.000 --> 00:04:34.000 There's lots of cases 00:04:34.000 --> 00:04:36.000 where we have more than one work mashed together. 00:04:36.000 --> 00:04:38.000 So we have to manage many claims 00:04:38.000 --> 00:04:40.000 to the same video. NOTE Paragraph 00:04:40.000 --> 00:04:43.000 YouTube's Content ID system addresses all of these cases. 00:04:43.000 --> 00:04:45.000 But the system only works through 00:04:45.000 --> 00:04:47.000 the participation of rights owners. 00:04:47.000 --> 00:04:50.000 If you have content that others are uploading to YouTube, 00:04:50.000 --> 00:04:52.000 you should register in the Content ID system, 00:04:52.000 --> 00:04:54.000 and then you'll have the choice 00:04:54.000 --> 00:04:56.000 about how your content is used. 00:04:56.000 --> 00:04:59.000 And think carefully about the policies that you attach to that content. 00:04:59.000 --> 00:05:01.000 By simply blocking all reuse, 00:05:01.000 --> 00:05:03.000 you'll miss out on new art forms, 00:05:03.000 --> 00:05:05.000 new audiences, 00:05:05.000 --> 00:05:07.000 new distribution channels 00:05:07.000 --> 00:05:09.000 and new revenue streams. NOTE Paragraph 00:05:09.000 --> 00:05:12.000 But it's not just about dollars and impressions. 00:05:12.000 --> 00:05:14.000 Just look at all the joy 00:05:14.000 --> 00:05:16.000 that was spread through progressive rights management 00:05:16.000 --> 00:05:18.000 and new technology. 00:05:18.000 --> 00:05:21.000 And I think we can all agree that joy is definitely an idea worth spreading. NOTE Paragraph 00:05:21.000 --> 00:05:23.000 Thank you. 00:05:23.000 --> 00:05:25.000 (Applause)