Separately on Monday, both Google and YouTube announced deals with recording companies for displaying music videos online, in what is seen as a means to avoid copyright infringement lawsuits. Sony BMG Music Entertainment and Warner Music Group Corp. both signed deals with Google for their music videos to be on the Google Video Web site while Sony and Universal Music Group signed deals with YouTube to make their video content available on that site.
The deal is a good move for Google, said analyst Aram Sinnreich, founder and managing partner with Radar Research LLC, a Los Angeles technology and media research firm.
"$1.65 billion is certainly a lot, but for a company like Google who will be using it as part of an integrated cross-media advertising strategy it may actually pay off," said Aram Sinnreich. "There aren't a whole lot of companies left to acquire with this kind of reach online," he added.
Analysts also noted the similarities between the corporate cultures and how the companies developed and have grown. "Google has become a huge brand without advertising -- same with YouTube," said David Hallerman, a senior analyst at Emarketer in New York.
Because YouTube has registered users, Google over time will know more about user behavior, which will enable the company to target advertising, he said.
Although Google executives adamantly said otherwise, Hallerman doesn't think there is a future in the YouTube brand name. "YouTube is a silly name," he said. "Google will get rid of it over time."
(Agam Shah and Robert McMillan in San Francisco contributed to this report.)
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