Google’s video streaming site YouTube has launched its “click to buy” feature in India with which one can buy songs or videos being streamed on YouTube through YouTube partners – iTunes or Flipkart. The roll out was spotted by @krazyfrog and reported by Medianama.
YouTube gets a cut form every sale. In October 2008, when the service was launched in the United States first, YouTube was selling content owned by EMI and Universal through digital stores like Amazon and iTunes. The India roll out also seems to be with EMI’s channel.
Google acquired YouTube in 2006 for $1.65 bn in Google stock. At the time, the many criticized Google for “overpaying”! The site crossed a billion unique users a month in March and will be a massive source of referral sales for ecommerce companies that sell digital goods. For Flipkart, which runs the digital music store Flyte, this is likely to be their first real break.
As physical music sales declines, record labels are also jumping online to sell music in India. Digital music sales overtook physical music sales in 2010. Digital music in India has become a very competitive space with streaming sites like Gaana, Dhingana, Hungama and stores like Flyte & iTunes selling digital music. While the movie business is still largely driven by cinemas, a small but fast growing population is beginning to watch them online or on their television using pay per view on direct to home (dth) connections.