FY18 H1 financials - expectations?, page-58

depends on how they use the content and what is contained within. If they are general, and not brand specific they can use them commercially in a number of ways - similar to getty images who hold stock imagery to be bought and used by companies for a fee.

For example, they could utilise non-bought videos around a specific geographical area to help a tourism board drive traffic / visitation to that area....let's say they have hundreds of videos for cafes or restaurants in Melbourne - the City of Melbourne could take that content and use them to showcase the variety of eateries in the CBD as part of a tourism marketing push.

That's highly valuable. It means the City of Melbourne don't need to create expensive footage - and it is expensive - but in this case, its already in existance and can be used in a multiple of ways.

I work in advertising - content is king. if you own the content you are in a very powerful position.