So, why did Susan Boyle receive nothing from YouTube, despite pulling more than 100 million plays?
The simple explanation is that a proper channel was not established on YouTube prior to her performance, and that meant no monetization.
But the missing channel was more than just an oversight. According to a Times Online report surfacing Thursday, “Britain’s Got Talent” broadcaster ITV wanted special advertising treatment from YouTube, leading to a revenue-less impasse.
Among other things, ITV demanded video pre-rolls, something YouTube has traditionally avoided. “We don’t want to be part of YouTube’s standard terms and conditions, because content like Susan Boyle is unique,” Ben McOwen Wilson, director of online for ITV, told the Times. Instead of establishing any middle ground, ITV opted for no advertising during the discussion period.
Story by Alexandra Osorio.