“YouTube is pro-acting on imminent opportunity, basically making a grab for more of everything that matters,” writes Forrester Analyst James L. McQuivey, Ph.D., in a blog post examining the rollout of YouTube’s paid channels. He notes that with the decision to allow channels to charge monthly fees to access content on YouTube, the media company will gain traction with:

  1. More business model options.
  2. More content partners.
  3. More satisfying customer experiences.

“All of this ultimately leads to one ‘more’ that matters most — more minutes of your time,” writes McQuivey. “If, by getting people to pay for even a fraction of what they watch on YouTube, the company convinces us that the content it delivers is more important than we realized (funny thing about paying for something, you feel you should use it), then it wins.”

For more analysis on YouTube’s paid channels, visit the CMO blog here.