With recent research showing YouTube‘s importance as a music service for teenagers (Bulletin, 15-Aug-12), consultant Mark Mulligan has a thoughtful blog post on why this is a “dilemma” for music rightsholders. He notes that YouTube’s popularity is that it’s free, has “all the catalogue in the world, and more”, works globally and across devices, and (unintentionally) supports downloads. But as he points out, the industry must strike a balance between “ensuring the most valuable digital discovery asset it has its disposal remains vibrant, but at the same time ensuring it doesn’t hinder the opportunity for services which generate much higher revenue per user”. One of his suggestions: YouTube should integrate more deeply with services like iTunes and Spotify. Unlikely, although as he notes, Google Music may be a more sensible bet.

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