In an attempt to combat copyright-related issues on YouTube, creators have started adding self-sung songs behind funny clips they wish to shoot a reaction video on.
Reaction videos, typically monetised, are a huge part of the current YouTube culture where people lift clips and trailers and film their reactions to what is happening on-screen.
Recently, several YouTubers have landed in copyright violations by picking up short clips from platforms like TikTok that contained music from labels like Sony and Warner.
“To work around that, creators like Danny Gonzalez and Kurtis Conner have started replacing the music with their own singing, half-heartedly singing famous songs while the corresponding TikTok video plays on screen,” The Verge reported on Sunday.
Creators have devised the humorous method so that major labels would not be able to claim copyright infringement, or at least that the singing would not trigger YouTube’s automated system for finding copyrighted content.
Google-owned YouTube, which has more than 265 million monthly active users in India, will focus on regional languages to drive the growth of creators on the platform in 2020, a top company executive has said.
According to Satya Raghavan, Director, Content Partnerships, YouTube in India, the company’s focus on Indian languages will continue and it will encourage more creators to find success on the video sharing platform in the next year.
“In the last three years we saw good growth in regional languages, especially Tamil, Telugu and Malayalam. We saw uptake for content in Tamil initially, and Telugu and Malayalam picked up later too,” Raghavan told IANS on Friday.
Other languages such as Bengali, Punjabi, Gujarati, and Marathi started to evolve on YouTube India in 2016.
These Indian languages continued expanding their verticals, from comedy to gaming to beauty, and today they have a full range of content on the popular video sharing platform.
“In the twelfth year of YouTube’s journey in India, 2019 has proven to be a coming-of-age year in more ways than one,” he noted.
This year, genres such as farming, gaming and learning, grew into categories worth mentioning on YouTube, and hit massive reach and engagement.
According to the company, across categories, women creators were seen leading from the front.
While 2016 had just one woman YouTube creator with a subscriber base of over one million, this year saw that number shoot to 120 women YouTube creators with over a million followers.
Asked if women creators did particularly well in a specific genre, Raghavan replied: “They did well in almost every category.”
To further encourage the engagement of viewers and also the growth of creators and content, the company will focus on learning and gaming verticals in the next year.
“We expect to focus more on growing the learning vertical, and especially gaming which will continue to see uptake among people,” noted Raghavan.
Earlier this year, the company, at its annual flagship event Brandcast, had said: “India is now both our biggest audience and one of our fastest growing audiences in the world. YouTube today has become the first stop for users to consume content, whether they’re looking for entertainment or information.”
YouTube creators have become effective storytellers, with more than 1,200 Indian creators crossing the one million subscriber milestone, while just five years ago, there were only two creators with a million subscribers on the platform.