Just in case there’s any confusion: Google’s acquisition of Next New Networks, a company that has played a role in creating some very popular online video content, does not mean that the search giant is about to jump into content creation.Instead, we are told, the whole point is for Next New Networks’ experienced team to help existing YouTube partners make more and better content.
Google thinks of the NNN team as a group of management consultants, not as a new, internal content creation business. Its ultimate goal will be to help partners (and Google) make more money from top-notch YouTube content, not to create the content itself.
Google may continue to make some one-off original videos, like this cool promo for its Chrome browser from last year, but it’s not about to start competing with big content companies.
And anyway, if Google did want to get into the content business, there are many bigger, more established companies it could have purchased besides Next New Networks, which it spent less than $50 million to acquire.