The Business of YouTube

A weekly strategic lens for senior leaders into how YouTube is reshaping the business of technology, sports, music, entertainment, and culture.

Welcome!
To your favourite newsletter, The Business of YouTube, brought to you by Paola Marinone and Bengü Atamer, founders of BuzzMyVideos and previously at YouTube and Google. We are bringing our exclusive insights from 20 years of experience leading strategy at YouTube and Google.

📣 The Evolution of Sports Media & User-Generated Content (UGC)
Insights from Eyal Arad, CEO of Videocites

For years, fan-created sports content was seen as piracy. Clips, edits, and highlights made by fans were often flagged and taken down. But the game has changed. Today, sports leagues and rights holders are realising that user-generated content (UGC) is not a threat, it’s an opportunity.

Eyal Arad, CEO of Videocites, shared his perspective on this transformation in The Business of YouTube podcast.

Here are the key takeaways:

From Piracy to Partnership

• Old mindset: 5 years ago, most rights holders only saw UGC as piracy. Their focus? Takedowns.

• New mindset: Now, fan content is seen as positive engagement. Short clips, edits, and commentary don’t replace live broadcasts; they complement them.

Unlocking Value from UGC

• Beyond the game feed: Over 90% of fan-created content isn’t even game footage. It’s memes, reactions, edits, and commentary, huge engagement drivers.

• Monetisation: YouTube’s Content ID and ad systems allow leagues to earn from fan content that uses their IP.

• Sponsorship ROI: UGC gives sponsors up to 10x more visibility than official channels alone.

• Creator programs: Partnering with fan creators (micro-influencers) extends reach to global audiences in authentic ways.

🛠️ The Role of Technology

• Tracking & analytics: It is important to identify content across platforms and measure its value.

• Policy evolution: Allowing longer clips (e.g., 5–10 minutes) can increase monetisation opportunities.

• Education shift: The goal isn’t to stop fans; it’s to empower them while benefiting leagues, sponsors, and audiences alike.

🏀 Industry Leaders

• The NBA is ahead of the curve. Its Playmakers program supports creators, and its UGC policies allow up to 10-minute clips. Their philosophy: If fans aren’t streaming your whole game, they’re your advocates.

• Music industry lessons: Just as musicians shifted from fighting piracy to monetising it, sports can do the same.

🚀 The Big Picture

UGC is no longer a threat; it’s a growth engine.

Sports organisations that embrace fan creativity with data-driven strategies are unlocking:

• New revenue streams

• Higher sponsor value

• Deeper fan loyalty

The future of sports media belongs to those who collaborate with fans, not those who fight them.

What do you think? Should leagues loosen their grip on content and let fans do more?

Want to dicuss how to shape your UGC strategy, talk to us.

Also, here’s a quick look back at the most-read issues:

📈 Top Reads:

1. The Champions of YouTube: Liverpool FC

2. Want to become the YouTube MVP? Steal this strategy

3. 174M Views in just 30 days... find out how Wimbledon Tennis ace YouTube 🤔 | A Breakdown

4. YouTube secrets from La Liga | A breakdown

If you missed any, they’re worth a revisit.

_{Let’s dive into an episode from the the Business of YouTube, our chat with Marion Ranchet, Streaming Made Easy, where we discuss the European opportunities when it comes to streaming platforms.}

✅ YouTube’s new Collab Feature and Why it is important!

✅ Opportunities based on our expert opinion:

1. Greater Visibility for Partnerships

   • Sports clubs and leagues can tag sponsors, teams, athletes, or broadcasters, ensuring all parties get exposure on official uploads and fan content.

2. Commercial Value & Sponsorships

   • Sponsors tagged in collabs can measure their reach more clearly.

   • Opens the door for co-branded campaigns between sports clubs, leagues, athletes, and brands.

3. Global Reach

   • Sports publishers can partner with international fan creators, instantly expanding audience reach beyond official channels.