YouTube Extending Rentals to Users

MediaPost today reports that YouTube will soon offer a self-service rental option for producers. YouTube had previously offered this for a select number of Sundance Films.

The move strengthens YouTube as it competes with other white-label platforms like Blip.tv and Vimeo for professionally produced content. The site has transformed itself into a home for high-quality content and because YouTube has such massive scale and is a destination where consumers go to seek out content, it will be very difficult for anyone else to really compete.

YouTube now offers the most lucrative self-service monetization model out there for independent content producers. At the moment sponsorships are still providing the greatest return for individual producers and this is one area where Blip has excelled, but as YouTube extends its reach to connected devices and televisions, they pull further away from the competition.