YouTube will start selling games and music in Europe "soon", Google's director of video partnerships in EMEA, Patrick Walker, tells StrategyEye. YouTube introduced 'click-to-buy' links below music and games clips in the US last month, in partnership with EMI, Universal and Electronic Arts, and is now working to expand the service to new markets and brands.
"There's always more content producers coming on," says Walker, who would not be drawn on a timescale for the launches. "We want to make it available ultimately to everybody. I want to send people to buy DVDs."
When viewers click on the links, they are redirected to Amazon and iTunes, where they can buy the desired product. YouTube receives a commission for each completed sale. The initiative is part of YouTube's strategy to monetise its huge audience. The site is rolling out a self-serve ad platform that lets marketers bid on search keywords, with promoted clips featuring in a panel alongside regular video results. The site also hosts thousands of branded channels and recently inked a deal to stream full-length movies from Metro-Goldwyn-Mayer. Asked whether YouTube will ever sell products on its site, Walker says the firm currently has no such plan.
"We are an advertising distribution platform," says Walker." Therea are others who do retail sales. By doing click-to-buy we are supporting these other businesses."
StrategyEye's related companies: Universal Music Group, Google, YouTube, EMI Music Publishing
