How YouTube thinks about copyright
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0:00 - 0:02So, if you're in the audience today,
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0:02 - 0:05or maybe you're watching this talk in some other time or place,
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0:05 - 0:08you are a participant in the digital rights ecosystem.
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0:08 - 0:10Whether you're an artist, a technologist,
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0:10 - 0:12a lawyer or a fan,
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0:12 - 0:15the handling of copyright directly impacts your life.
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0:15 - 0:17Rights management is no longer
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0:17 - 0:20simply a question of ownership,
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0:20 - 0:22it's a complex web of relationships
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0:22 - 0:25and a critical part of our cultural landscape.
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0:25 - 0:28YouTube cares deeply about the rights of content owners,
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0:28 - 0:30but in order to give them choices about what they can do
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0:30 - 0:33with copies, mashups and more,
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0:33 - 0:35we need to first identify
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0:35 - 0:38when copyrighted material is uploaded to our site.
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0:38 - 0:41Let's look at a specific video so you can see how it works.
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0:41 - 0:43Two years ago, recording artist Chris Brown
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0:43 - 0:46released the official video of his single "Forever."
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0:46 - 0:48A fan saw it on TV,
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0:48 - 0:50recorded it with her camera phone,
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0:50 - 0:53and uploaded it to YouTube.
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0:53 - 0:56Because Sony Music had registered Chris Brown's video
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0:56 - 0:58in our Content ID system,
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0:58 - 1:00within seconds of attempting to upload the video,
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1:00 - 1:02the copy was detected,
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1:02 - 1:05giving Sony the choice of what to do next.
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1:05 - 1:08But how do we know that the user's video was a copy?
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1:08 - 1:10Well, it starts with content owners
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1:10 - 1:12delivering assets into our database,
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1:12 - 1:14along with a usage policy
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1:14 - 1:17that tells us what to do when we find a match.
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1:18 - 1:20We compare each upload
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1:20 - 1:23against all of the reference files in our database.
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1:23 - 1:25This heat map is going to show you
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1:25 - 1:27how the brain of the system works.
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1:27 - 1:29Here we can see the original reference file
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1:29 - 1:32being compared to the user generated content.
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1:33 - 1:35The system compares every moment
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1:35 - 1:37of one to the other to see if there's a match.
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1:37 - 1:39This means that we can identify a match
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1:39 - 1:42even if the copy used is just a portion of the original file,
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1:42 - 1:44plays it in slow motion
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1:44 - 1:47and has degraded audio and video quality.
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1:47 - 1:49And we do this every time
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1:49 - 1:51that a video is uploaded to YouTube.
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1:51 - 1:54And that's over 20 hours of video every minute.
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1:54 - 1:56When we find a match,
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1:56 - 1:59we apply the policy that the rights owner has set down.
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2:00 - 2:03And the scale and the speed of this system
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2:03 - 2:05is truly breathtaking.
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2:05 - 2:08We're not just talking about a few videos,
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2:08 - 2:10we're talking about over
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2:10 - 2:13100 years of video every day,
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2:13 - 2:15between new uploads and the legacy scans
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2:15 - 2:18we regularly do across all of the content on the site.
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2:19 - 2:21When we compare those hundred years of video,
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2:21 - 2:23we're comparing it against millions
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2:23 - 2:25of reference files in our database.
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2:25 - 2:27It would be like 36,000 people
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2:27 - 2:30staring at 36,000 monitors
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2:30 - 2:33each and every day, without so much as a coffee break.
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2:33 - 2:36Now, what do we do when we find a match?
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2:36 - 2:39Well, most rights owners, instead of blocking,
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2:39 - 2:41will allow the copy to be published.
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2:41 - 2:43And then they benefit through the exposure,
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2:43 - 2:46advertising and linked sales.
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2:46 - 2:48Remember Chris Brown's video "Forever"?
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2:48 - 2:50Well, it had its day in the sun and then it dropped off the charts,
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2:50 - 2:53and that looked like the end of the story,
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2:53 - 2:55but sometime last year, a young couple got married.
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2:55 - 2:57This is their wedding video.
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2:57 - 2:59You may have seen it.
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2:59 - 3:01(Music)
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3:01 - 3:03What's amazing about this is,
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3:03 - 3:05if the processional of the wedding was this much fun,
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3:05 - 3:07can you imagine how much fun the reception must have been?
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3:07 - 3:09I mean, who are these people?
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3:09 - 3:12I totally want to go to that wedding.
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3:12 - 3:14So their little wedding video went on
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3:14 - 3:17to get over 40 million views.
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3:17 - 3:19And instead of Sony blocking,
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3:19 - 3:21they allowed the upload to occur.
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3:21 - 3:23And they put advertising against it
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3:23 - 3:25and linked from it to iTunes.
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3:25 - 3:28And the song, 18 months old,
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3:28 - 3:31went back to number four on the iTunes charts.
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3:31 - 3:34So Sony is generating revenue from both of these.
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3:34 - 3:36And Jill and Kevin, the happy couple,
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3:36 - 3:38they came back from their honeymoon
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3:38 - 3:40and found that their video had gone crazy viral.
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3:40 - 3:43And they've ended up on a bunch of talk shows,
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3:43 - 3:45and they've used it as an opportunity to make a difference.
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3:45 - 3:48The video's inspired over 26,000 dollars in donations
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3:48 - 3:50to end domestic violence.
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3:50 - 3:53The "JK Wedding [Entrance] Dance" became so popular
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3:53 - 3:56that NBC parodied it on the season finale of "The Office,"
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3:56 - 3:58which just goes to show,
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3:58 - 4:01it's truly an ecosystem of culture.
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4:01 - 4:04Because it's not just amateurs borrowing from big studios,
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4:04 - 4:07but sometimes big studios borrowing back.
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4:07 - 4:10By empowering choice, we can create a culture of opportunity.
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4:10 - 4:12And all it took to change things around
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4:12 - 4:15was to allow for choice through rights identification.
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4:15 - 4:18So why has no one ever solved this problem before?
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4:18 - 4:20It's because it's a big problem,
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4:20 - 4:22and it's complicated and messy.
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4:22 - 4:24It's not uncommon for a single video
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4:24 - 4:26to have multiple rights owners.
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4:26 - 4:28There's musical labels.
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4:28 - 4:30There's multiple music publishers.
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4:30 - 4:32And each of these can vary by country.
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4:32 - 4:34There's lots of cases
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4:34 - 4:36where we have more than one work mashed together.
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4:36 - 4:38So we have to manage many claims
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4:38 - 4:40to the same video.
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4:40 - 4:43YouTube's Content ID system addresses all of these cases.
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4:43 - 4:45But the system only works through
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4:45 - 4:47the participation of rights owners.
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4:47 - 4:50If you have content that others are uploading to YouTube,
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4:50 - 4:52you should register in the Content ID system,
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4:52 - 4:54and then you'll have the choice
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4:54 - 4:56about how your content is used.
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4:56 - 4:59And think carefully about the policies that you attach to that content.
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4:59 - 5:01By simply blocking all reuse,
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5:01 - 5:03you'll miss out on new art forms,
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5:03 - 5:05new audiences,
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5:05 - 5:07new distribution channels
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5:07 - 5:09and new revenue streams.
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5:09 - 5:12But it's not just about dollars and impressions.
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5:12 - 5:14Just look at all the joy
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5:14 - 5:16that was spread through progressive rights management
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5:16 - 5:18and new technology.
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5:18 - 5:21And I think we can all agree that joy is definitely an idea worth spreading.
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5:21 - 5:23Thank you.
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5:23 - 5:25(Applause)
- Title:
- How YouTube thinks about copyright
- Speaker:
- Margaret Gould Stewart
- Description:
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Margaret Gould Stewart, YouTube's head of user experience, talks about how the ubiquitous video site works with copyright holders and creators to foster (at the best of times) a creative ecosystem where everybody wins.
- Video Language:
- English
- Team:
- closed TED
- Project:
- TEDTalks
- Duration:
- 05:26
TED edited English subtitles for How YouTube thinks about copyright | ||
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