How google fights piracy 2016 final e-reader version

How Google Fights Piracy Table of Contents
page
3 Introduction
4 YouTube
7 Google Search
8 Google Play
9 Advertising
10 Working with Government and Industry
11 The State of the Industry and
Online Innovation
16 Google’s Anti-Piracy Principles
17 Copyright by the Numbers
20 YouTube
21 YouTube’s Impact for Content Creators
25 How YouTube Benefits the Content Industry
26 YouTube Helps Rightsholders Manage
Copyrighted Content
26 Content ID
28 YouTube Copyright Policies
30 The YouTube Copyright Center and
Copyright Takedown Notices
31 YouTube Content Verification Program
31 YouTube Values Transparency and Guarding
Against Abuse
31 YouTube Counter Notification Procedure
32 Examples of Abusive Notices
33 Google Web Search
35 Infringing Results Do Not Appear for the Vast
Majority of Media-Related Queries
37 Notice-and-Takedown and Demotion Signal
37 Handling a High Volume of Requests at Scale
40 Trusted Copyright Removal Program Partners
40 Using Copyright Removal Notices in Ranking
42 Removing Terms Associated with Piracy from
Autocomplete and Related Search
42 Setting Industry Standards
43 Making Legitimate Alternatives More Visible
44 Google Search Detects Abuse and
Values Transparency
45 Examples of DMCA Abuse
47 Transparency
48 Search and Piracy: The Reality
50 Google Play
52 Play Provides Better Legitimate Alternatives to Piracy
52 Music
52 Movies and TV Shows
53 Books and Magazines
53 Apps and Games
54 Play Fights Against Piracy
55 Advertising
56 Following the Money
56 Best Practices
57 AdSense
58 DoubleClick
59 AdWords
60 Conclusion
61 Links to More Information
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3
Introduction
YouTube
Google Search
Google Play
Advertising
Working with Government and Industry

4
How Google Fights Piracy Introduction
4
Introduction
The internet continues to be a boon for creators, their communities,
and the content industry, and Google continues to be a key part of
that success. Today, Google’s services provide more content for users,
generate more revenue for rightsholders, and do more to battle
copyright-infringing activity than ever before. Google takes
the challenge of online piracy seriously—we continue to invest
significant resources in the development of tools to report and
manage copyrighted content, and we work with other industry
leaders to set the standard for how tech companies fight piracy.
This report describes some of these efforts and shares stories
of how Google’s products and services create opportunities for
creators around the world while also taking a firm stance against
those who misuse our services for copyright infringement.
YouTube
YouTube empowers the world to create, broadcast, and share video.
Today, millions of content creators from over 80 countries are
earning revenue from their YouTube videos through the YouTube
Partner Program, and the number of YouTube channels earning
revenue of more than $100,000 per year is up 50% year-over-year.
To date, YouTube has paid out over $3 billion to the music industry, and
our Content ID system on YouTube—which identifies user-uploaded
videos to help rightsholders better control their content—has generated
over $2 billion for partners since it first launched.

5
5
Here are a few examples of creators who are using YouTube to broadcast their voices and build
successful channels online:
Tyler Ward (US)
With millions of fans, three recording studios and plans to
launch his own entertainment network, Tyler Ward found
YouTube fame five years ago when he posted a video of himself
and other unknown artists singing an unofficial version of
We Are the World that had been remade to benefit victims of
the Haiti earthquake. At the time, this video was the most
searched-for video in YouTube history, and it inspired Ward
to put out other covers for several months before starting to
release his own music. Fans loved it, and since then, Ward
has released albums and toured worldwide. His channel now
has nearly 2 million subscribers and over 430 million views.
Thousands of music labels and publishers have signed licensing
agreements with YouTube that allow for fan uploaded content
like Tyler’s.
SSIN (Korea)
SSIN is one of Korea’s top beauty creators, known for her edgy
style and big personality. Her videos on YouTube are watched
by over 930,000 subscribers and have generated over 140
million views on her channel. Thanks in part to her success
on YouTube, SSIN has gone on to release a book and has been
very active in speaking at lectures and appearing on television
programs to feature her makeup tips. Riding on the wave of
Korean trends going global, SSIN has also done fan meet-and-
greets everywhere from New York, Abu Dhabi, Tokyo, and
Korea, where she appeared at YouTube FanFest Korea in 2015.
Image provided courtesy of Tyler Ward Image provided courtesy of SSIN
Content ID on YouTube has generated
over $2 billion for creators.

6
6
YouTube has invested more than
$60 million in Content ID.
YouTube has also invested more than $60 million in Content ID, a
proprietary system of copyright and content management tools to
give rightsholders control of their content on YouTube.1
Through
Content ID, videos uploaded to YouTube are scanned against a
database of files that have been submitted to YouTube by copyright
owners. These copyright owners then get to set the policies that
will be applied when a match is made by Content ID, which include
monetizing, tracking, or blocking the content. To date, more than
8,000 rightsholders have used Content ID to manage their content
on YouTube, with well over 90% choosing to monetize videos
containing their copyrighted material. These partners include
network broadcasters, movie studios, songwriters, and record
labels. The music industry, for example, chooses to monetize
over 95% of sound recording claims. Our continued investments
in Content ID have resulted in ongoing improvements to its
function—from its inception as an audio-only detection system,
it has grown to detect video and can now even detect melodies,
helping further stymie bad actors’ efforts to fool the system.
Content ID is also an important part of what makes YouTube work
for creators. One of the most dynamic parts of our music ecosystem
on YouTube are the tributes, backstage footage, remixes, mashups,
and concert clips uploaded by fans. Through Content ID and a
combination of licenses with labels, publishers, and songwriters,
rightsholders can allow creators to use copyrighted content to both
celebrate their favorite music and unlock an additional source of
revenue. In fact, the music industry generates 50% of its revenue on
YouTube from monetizing fan uploads.
1.
For more information, visit
https://goo.gl/4ynNok

7
7
Google Search
Google Search organizes and indexes the immense number of
publicly-available webpages on the internet. Worldwide, more than
3.5 billion searches are made each day on Google Search, making it
the most widely used search engine in the world. Google Search’s
popularity has tangible benefits for rightsholders, as it helps more
than a billion people worldwide find licensed copies of the content
they want to consume. For example, between our Search and Google
News services, Google sends over 10 billion clicks per month to news
publishers’ websites.
There are more than 60 trillion addresses on the Web, but only
an infinitesimal portion of these have any connection to piracy.
Nevertheless, Google does not want to include any links to
infringing material in our search results, and we make significant
efforts to prevent infringing webpages from appearing. The heart
of these efforts can be summarized as follows:
Clean results for media-related queries users actually type:
Thanks to the efforts of Google’s engineers, the vast majority of media-related queries that users
submit every day return results that include only legitimate sites.
Takedown notices and demotion signal:
Although the vast majority of media-related queries yield clean results, there are some infrequent
queries where the results do include problematic links.2
For these “long-tail” queries, Google
collaborates with copyright owners to address the problem in a few ways. First, Google has
developed state-of-the-art tools that allow rightsholders and their enforcement agents to
submit takedown notices efficiently at high volumes (tens of thousands each day) and process
those notices, on average, within six hours. Second, Google then uses those notices to demote
sites for which we receive a large number of valid takedown notices, making them less visible
in search results.
Presenting legitimate alternatives:
Google believes that providing convenient, compelling, legitimate alternatives is one of the best
means of fighting piracy. Accordingly, Google has launched a number of initiatives to present
legitimate alternatives to users as part of search results, including providing advertisements on
queries for movies and music to link users to legitimate means of purchasing content. Google
also collaborates with copyright owners and music services to help them understand how to
use SEO (search engine optimization) techniques to get their offerings into search results for
“long-tail” queries where they may not be appearing today.
2.
For example, users searched for the
query “Katy Perry” 14,812 times more
often than the query “Katy Perry free
download.” See pages 44 and 45 for
more information and examples.

8
8
Google Play
Google Play is an online store delivering apps and premium
entertainment, giving users one place to find, enjoy, and share their
favorite apps, games, movies, music, books, and more on the Web or
any device. With more than 1 billion active users in 190+ countries
around the world, Play is an important distribution platform for
developers to build a global audience. Play also provides a platform
for developers to generate revenue—between February 2014 and
February 2015, Play paid more than $7 billion to developers.
Some examples of developers who’ve benefited from Play in the last
year include:
BabyFirst (US) This US company distributes educational content for babies, toddlers, and
parents via its app on the Google Play store. BabyFirst has received over 30 million downloads,
with 40% more downloads on Google Play than any other platform. By localizing their app
listing page into 10 languages and using other tools the Google Play platform provides,
BabyFirst were able to increase downloads by 50% across their portfolio of apps.3
The Guardian (UK) The app for this leading UK news publication provides users with
licensed copies of its articles in one easy-to-use interface. The Guardian app is driving user
engagement by taking advantage of Google Play and Android features like notifications
and beta testing. They are also experimenting with Android Wear to generate more user
interest in their articles. Improving user engagement with Android’s features has also
helped the publication lift the rating for their app from 4.0 to 4.4 on Google Play.
3.
For more information, see
https://goo.gl/hecM2t
Between February 2014 and February 2015,
Google Play paid more than $7 billion to developers.

9
9
In 2015, Play expanded to dozens more countries worldwide and
continues to improve its procedures for reporting and removing
infringing apps. Google Play’s policies prohibit copyright infringement,
and Play vigorously enforces those policies by removing infringing
material and taking steps to terminate developers who violate
these policies.
Advertising
Google provides several advertising platforms for web publishers
and advertisers to build awareness of their brands, engage new
customers, and generate new sources of revenue. Google has worked
with other industry leaders to establish best practices meant to raise
advertising standards throughout the industry. For example, since
2015, Google has been participating in ongoing discussions with
the Trustworthy Accountability Group’s (TAG) Antipiracy Working
Group to develop best practices and tools to prevent the placement of
online ads on websites dedicated to piracy or the sale of counterfeit
goods. This effort builds on Google’s collaboration in 2013 with the
White House’s Office of the U.S. Intellectual Property Enforcement
Coordinator (IPEC) and other leading ad networks to participate
in Best Practices and Guidelines for Ad Networks to Address Piracy
and Counterfeiting.
Our policies for advertising prohibit sites that distribute infringing
works from using our advertising services. Since 2012, we have
blacklisted more than 91,000 pages from our AdSense program for
violations of our copyright policy, the vast majority of which were
caught by our own proactive screening processes. We have also
terminated over 11,000 AdSense accounts for copyright violations
in that time.

10
10
Working with Government and Industry
Google is actively involved in discussions with policymakers around
the world on how to best fight online piracy and connect users with
legitimate content. Some examples from the last year include:
In October 2015, Google filed a public comment with the U.S. Intellectual Property
Enforcement Coordinator (IPEC) on the development of the Joint Strategic Plan on
Intellectual Property Enforcement, the agency’s plan for fighting piracy while also
continuing to grow the creative economy.4
In our briefing, we noted the voluntary
steps Google has taken to combat piracy and counterfeiting, and how these measures
align with IPEC’s interest in improving the efficiency and effectiveness of the U.S.
Government’s intellectual property enforcement efforts.
In April 2015, Google participated in the US Department of Commerce’s Internet Policy
Task Force multi-stakeholder process to improve the operation of the Digital Millennium
Copyright Act’s (DMCA) notice-and-takedown system.5
These discussions resulted in the
publication of a list of best practices for DMCA notice-and-takedown processes.6
In March 2016, Google partnered with the Australian Digital Alliance (ADA) to organize
a copyright forum in Canberra with the participation of industry leaders, policymakers
and international experts. It provided an opportunity for Australian and New Zealand
government officials and advisers to meet with experts on copyright reform and learn
from their experiences reforming copyright laws.
In March 2015, Google supported the “follow the money” process initiated by the French
Minister of Culture. As a member of IAB France, Google signed a charter of best practices
to fight online copyright infringement. Signatories to this charter committed to the
establishment of clear and transparent principles to prevent advertising services from
engaging with “rogue sites.”
Google is also actively working with other industry leaders to
standardize processes for identifying pirated content and to develop
best practices for online advertisers. Some examples include:
In October 2015, Google took part in CASBAA’s (Asia’s association for the multi-channel
audio-visual content creation and distribution industry) Convention workshops on
developing best practices to combat online piracy, including how best to introduce the
“follow the money approach” to fight piracy in the region.
In April 2015 and 2016, Google participated in WIPO workshops for experts and IPOs from
ASEAN member-states focusing on the value of copyright and how it spurs innovation.
In February 2015, Google worked with a cross-industry group in the United Kingdom
called the Digital Trading Standards Group (DTSG) to create self-regulatory best
practice principles for online advertisers to help ensure that ads do not appear on alleged
copyright-infringing websites.7
4.
Katherine Oyama, “Development of
the Joint Strategic Plan on Intellectual
Property Enforcement, FR Doc. 2015-
21289,” August 2015,
<http://goo.gl/ABr7uc>
5.
The DMCA is a U.S. law that provides
qualifying online service providers
like Google with a safe harbor from
monetary liability for copyright
infringement claims. One of the
requirements of these safe harbor
provisions is that the service provider
(Google, in this case) remove or
disable access to allegedly infringing
material upon receiving a request that
meets certain requirements. Laws
governing other jurisdictions, such as
Europe’s E-Commerce Directive, have
similar safe harbors for
service providers
6.
United States Patent and Trademark
Office, “U.S. Commerce Department
Announces Digital Millennium
Copyright Act Multistakeholder Forum
Results,” April 2015,
<http://goo.gl/NQZB2r>
7.
JICWEBS, “Minimising Risk of Digital
Display Advertising Misplacement,”
February 2015, <http://goo.gl/sp7IpW>

11
The State of the Industry
and Online Innovation
Google’s Anti-Piracy Principles

How Google Fights Piracy
12
The State of
the Industry and
Online Innovation
The State of the Industry
and Online Innovation
Today, more music, video, written works, apps, and software are
being created by more people in more places than ever before.8
This
boom in the creative economy has generated an enormous amount
of revenue worldwide—internationally, more than $8 trillion in
commerce is now conducted online each year.9
Across Europe, the
massive growth of online music, books, movies, and games has
generated over €36 billion in digital revenue between 2003 and 2013,
a 12% increase in total creative industry revenue.10
In Southeast Asia,
digital products and services are projected to add $1 trillion to the
region’s GDP over the next ten years.11
And in the U.S., the internet is
one of the greatest success stories of economic growth, responsible
in the past few years for 15% of GDP growth.12
The internet has created new streams of revenue for content creators
and fundamentally changed how users consume content; people
can now consume licensed copies of entire seasons of TV shows in
one sitting on Netflix and Google Play, or stream an entire licensed
catalogue of an artist’s music on Spotify or Google Play Music.
Services like YouTube are seeing unprecedented growth in
exporting cultural content between countries, with expansions
into more countries and languages than ever before.
These changes have been good for creators, consumers, and the
content industry. In the past year alone, the music industry has
experienced a 6.9% growth in sales and has pulled in over $25 billion
in revenue.13
Every kind of creative endeavor, both amateur and
professional, is being transformed by the new opportunities and
lower costs made possible by digital tools and online distribution.
Google has been at the forefront of creating some of these new ways
for consumers to obtain licensed copies of digital content. We build
platforms where users can legitimately purchase, consume, and
8.
Computer & Communications
Industry Association, “The sky is
rising,” October 2014,
<https://goo.gl/4geQaK>
9.
Katherine Oyama, “Development
of the Joint Strategic Plan on
Intellectual Property Enforcement,
FR Doc. 2015-21289,” August 2015,
<http://goo.gl/gLp9oN>
10.
Olaf Acker, Florian Gröne, Laura
Kropiunigg, Thierry Lefort, “The
digital future of creative Europe:
The impact of digitization and the
Internet on the creative industries
in Europe,” May 2015,
<http://goo.gl/j8qeyO> ; TechDirt,
“The Sky is Rising 2,” 2013,
<https://techdirt.com/skyisrising2/>
11.
AtKearny, “The ASEAN Digital
Revolution,” 2016,
<https://goo.gl/1O8J6W>
12.
McKinsey Global Institute, “Internet
matters: The Net’s sweeping impact
on growth, jobs, and prosperity,” May
2011, <http://goo.gl/D6tYid>
13.
Music Business World, “$25 Billion: the
best number to happen to the global music
business in a very long time,” December
2015, <http://goo.gl/CAKjOd> ; IFPI,
“Digital music in figures,” 2015,
<http://goo.gl/UzqPys>

13
The State of
the Industry and
Online Innovation
discover entertainment and culture, and we also pioneer innovative
new approaches to monetizing online media. The extent of Google’s
ability to elevate digital artists using its platforms can be seen by the
number of YouTube celebrities and artists who were recognized at
the 2016 Grammy Awards in the United States for their success at
reaching global audiences.14
The creative growth and benefits of the Web have also torn down
the traditional physical borders surrounding content creation
and consumption. Today, people are connected to and consuming
content from other countries more than ever before. For example,
in 2015, 95% of the views of Korean K-Pop YouTube videos came
from outside Korea.15
The Global Innovation Index now even uses
“Number of YouTube Uploads” as a data point in determining how
innovative a country has become.16
When it comes to fighting the infringement of content creators’
intellectual property, the wide availability of convenient, legitimate
forms of content consumption is one of the most effective weapons.
The music industry has demonstrated the effectiveness of this
approach by licensing a variety of music services, including free,
advertising-supported streaming services (like YouTube, Spotify
and Pandora), download stores (like Apple’s iTunes), and on-demand
subscription products (like YouTube Red and Google Play Music).
The effects of these licensing deals on online piracy is clear—
for example, Spotify’s success in Sweden, Australia, and the
Netherlands has resulted in a significant drop in piracy rates
in these countries, demonstrating that a greater availability of
legitimate forms of streaming content causes rates of piracy
to plummet.17
Netflix has had similar effects in countries like
Australia, where a 2015 study showed the launch of the licensed
video-on-demand product and others like it resulted in a drop
in piracy of film and television shows.18
A November 2015 study
released by the UK regulator OFCOM also noted several features
14.
Saba Hamedy, “The music industry is
all about its new digital stars, and the
Grammys proved it,” February 2016,
<http://goo.gl/Q67kZ0>
15.
“G Is for Gangnam Style:
#10YearsofYouTube”, May 2015,
<http://goo.gl/KAZDW3>
16.
The Global Innovation Index, 2015,
<https://goo.gl/r81wLN>
17.
Copia, “The Carrot or the Stick?”
October 2015, <https://goo.gl/VXEe58> ;
Mediavision, “Music Sweden File
Sharing & Downloading,” 2011,
<http://goo.gl/XTUVH> ; Spotify,
“New Spotify study sees encouraging
downwards trend in music piracy in
the Netherlands,” July 2013,
<http://goo.gl/ImsYbB> ; Billboard,
“Streaming Services Make Inroads
Into Piracy Down Under, Spotify’s Will
Page Tells Bigsound” September 2014,
<http://goo.gl/UGstju> ; TorrentFreak,
“Spotify Helps to Beat Music Piracy,
European Commission Finds,”
October 2015, <https://goo.gl/kvFuvD>
18.
Ariel Bogle, “Report: Piracy levels drop
in Australia thanks to Netflix, Stan and
Presto,” September 2015,
<http://goo.gl/Xw0R0O>

14
The State of
the Industry and
Online Innovation
of content-delivery services that could be improved in order to
further reduce piracy, including working with rightsholders to
increase the catalogues of available works that users can consume
and decreasing the window of time between when a television show,
song, or movie premieres and when it is available for download.19
Legitimate content delivery services and rightsholders can also have
an effect on piracy by allowing their catalogues to be more searchable
so that users can find out just what it is they have access to.
Another effective means of fighting the infringement of intellectual
property is to “follow the money” to starve infringing sites of their
income. The Police Intellectual Property Crime Unit in the United
Kingdom has estimated that shutting off advertising revenue would
close 95% of these infringing sites.20
This approach has proven to be
effective: for example, in March of 2016, three of the most popular
file-sharing sites in Europe shut down citing problems monetizing
their service through advertising.21
Google has joined other industry
leaders in the “follow the money” approach to fight online piracy not
only by ejecting infringing sites from Google’s advertising services, but
also by working to establish industry-wide best practices for shutting
down advertising to infringing sites.
As a result of improvements in the availability of convenient,
legitimate forms of content and the efforts of industry leaders
and law enforcement to adopt a “follow the money” approach, the
19.
IDATE, “Online Content Study:
Changes in the distribution, discovery,
and consumption of lawful and
unauthorised online content,”
November 2015,
<http://goo.gl/mw0C3i>
20.
Mike Weatherley, “Strides in the right
direction,” July 2015,
<http://goo.gl/s0Lo4M>
21.
TorrentFreak, “Three Large
File-Sharing Sites Announce
Shutdown,” March 2016,
<https://goo.gl/OMFpND>
We build platforms where users can legitimately
purchase, consume, and discover entertainment
and culture, and we also pioneer innovative new
approaches to monetizing online media.

15
The State of
the Industry and
Online Innovation
22.
Changes in the distribution,
discovery, and consumption of
lawful and unauthorised online
content,” November 2015,
23.
Intellectual Property Office, “Online
Copyright Infringement Tracker Latest
wave of research Mar 16 - May 16,”
July 2016, <https://goo.gl/TjuP0T>
24.
proportion of unauthorized music consumed online is expected
to fall from 35% in 2012 to less than 10% by 2018.22
In fact, these
efforts have already resulted in a massive drop in online piracy in
the UK—a report from July 2016 by the Intellectual Property Office
(IPO) found that the percentage of UK users illegally accessing film,
music, and other material online dropped to its lowest recorded rate
in the five years since the IPO began studying online piracy rates,
while the rate of users accessing content solely through legitimate
service platforms like Spotify, Netflix, and YouTube increased to its
highest point in those five years.23
Online piracy in general appears
to be on the decline, but despite these advances, Google continues to
take the fight against online piracy extremely seriously.24
Online piracy in general appears to be
on the decline, but despite these advances,
Google continues to take the fight against
online piracy extremely seriously.

16
The State of
the Industry and
Online Innovation
Google’s Anti-Piracy Principles
The following principles guide the actions of Google employees,
as well as our substantial investments of time, money, and
computing power to improve and expand our content offerings
and anti-piracy efforts:
Create More and Better Legitimate Alternatives
Piracy often arises when consumer demand goes unmet by legitimate supply. The best way
to battle piracy is with better, more convenient, legitimate alternatives to piracy, which can
do far more than attempts at enforcement can. By developing products with compelling user
experiences like Google Play Music and YouTube, Google helps drive revenue for creative
industries and steer users toward legitimate alternatives.
Follow the Money
Rogue sites that specialize in online piracy are commercial ventures, which means that one
effective way to combat them is to cut off their money supply. Google is a leader in rooting
out and ejecting rogue sites from our advertising and payment services, and we help establish
best practices across the industry.
Be Efficient, Effective, and Scalable
Google strives to implement anti-piracy solutions that work at scale. For example, as early as
2010, Google began making substantial investments in streamlining the copyright removal
process for search results. As a result, these improved procedures allow Google to process
copyright removal requests for search results at the rate of millions per week with an average
turnaround time of less than 6 hours—a number that has stayed consistent despite a doubling
of the volume of pages submitted for review.
Guard Against Abuse
Unfortunately, fabricated copyright infringement allegations can be used as a pretext for
censorship and to hinder competition. Google is committed to ensuring that it detects and
rejects bogus infringement allegations, such as removals for political or competitive reasons,
even as it battles online piracy.
Provide Transparency
Google discloses the number of requests it receives from copyright owners and governments to
remove information from its services in the hopes that such steps toward greater transparency
will inform ongoing discussions about online content regulation.

18
Copyright by the Numbers
Resources We Have investedDollars We Have Generated
the amount YouTube has paid to the
music industry to date.
the amount paid by Google Play to
developers on our platform between
February 2014 and February 2015.
the average time it takes Google
to process a DMCA request for
Google Search.
the number of active reference files in our
Content ID database.
the number of partners using Content
ID to manage and monetize their
content, a 38% increase since our 2014
report. These partners include major
network broadcasters, movie studios,
music publishers, and record labels.
$3Billion+
$2Billion+
the amount YouTube’s Content
ID system alone has generated for
rightsholders since being launched.
Fan-uploaded content claimed
through Content ID accounts for
roughly 50% of the music industry’s
revenue from YouTube.
$7Billion+
6Hours
50Million+
8,000+

19
Copyright by the Numbers
Actions We Have Taken
558Million
the number of webpages requested to be removed from
Google Search per Digital Millennium Copyright Act
(DMCA) in 2015 alone, a 60% increase from the year before.
Google removed over 98% of these webpages, meaning
we pushed back on around 11 million webpages from
complaints that we determined were incomplete or
erroneous claims.
98%
the percentage of copyright issues on YouTube that were
resolved via Content ID, which gives rightsholders a new
way to manage and control their content without having
to send takedown notices. Over 90% of all Content ID
claims result in monetization, which generates significant
revenue for YouTube partners.
670,000
the number of ads disapproved for copyright infringement
on Google’s AdWords service between September 2015 and
March 2016.
URLS REQUESTED
ADSDISAPPROVED
ISSUESRESOLVED

20
YouTube
YouTube’s Impact for Content Creators
How YouTube Benefits the Content Industry
YouTube Helps Rightsholders Manage Copyrighted Content
Content ID
YouTube Copyright Policies
The YouTube Copyright Center and Copyright Takedown Notices
YouTube Content Verification Program
YouTube Values Transparency and Guarding Against Abuse
YouTube Counter Notification Procedure
Examples of Abusive Notices

21
YouTube
YouTube
YouTube empowers the world to create, broadcast, and share video.
Today, more than 400 hours of video are uploaded to YouTube every
minute, spanning every conceivable topic from politics to comedy,
from action sports to religion. Every day, people watch hundreds of
millions of hours of video on YouTube, generating billions of views
for videos that are created by a global creative community. Indeed,
YouTube is a truly global platform—it has launched local versions in
more than 80 countries, and users can navigate YouTube in a total of
76 different languages (covering 95% of the internet population). As
a result of this global reach, 80% of YouTube’s views are from outside
of the United States.
YouTube’s Impact for Content Creators
YouTube has unleashed a new generation of content creators. Today,
there are millions of channels from over 80 different countries
that earn revenue from their videos through the YouTube Partner
Program—from independent musicians and creators to some of the
world’s biggest record labels, movie studios, and news organizations.
The amount of revenue YouTube drives toward content creators has
continued to grow—for example, the number of channels earning
more than $100,000 per year on YouTube is up 50% year-over-year.
Many of these content creators have also been able to translate their
success on YouTube into entirely new revenue streams and business
opportunities. On top of revenue share from YouTube’s advertising,
these top creators have diversified their success through new projects
that span from brand endorsement deals to consumer products such
as New York Times best-selling books.25
25.
Lisa Richwine, “Young and quirky
YouTube stars lift traditional book
publishers,” September 2015,
<http://goo.gl/1yrsqo>; Eilene
Zimmerman, “Getting YouTube Stars
to Sell Your Product,” February 2016,
<http://goo.gl/IcdMG6>

22
YouTube
To further invest in and support this creative community, we have
opened YouTube Spaces in Los Angeles, New York, London, Paris,
Tokyo, São Paulo, Berlin, Mumbai, Toronto, and Rio de Janeiro. The
YouTube Spaces are collaborative production facilities available to
YouTube creators for free where they can access tools and guidance
to innovate and experiment. At the YouTube Space, creators can
learn from industry experts, share ideas over a coffee with fellow
YouTubers, and use the latest equipment to create their next great
video. As of October 2015, creators filming in YouTube Spaces have
produced over 12,000 videos which have generated over 1 billion
views and more than 90 million hours of watchtime.
Photo of YouTube Space New York. For more information, visit youtube.com/space.

23
YouTube
Image provided courtesy of Lindsey Stirling
One of the most inspiring things about YouTube is the way people around the world use it to express
their passion and creativity—and to turn those things into a career. Below are just a few recent
examples of creators succeeding on YouTube:
Lindsey Stirling (US)
Lindsey Stirling is an electronic artist, violinist, dancer, and
composer who found her audience on YouTube, toured the
world, won one of the first YouTube Music Awards, and won a
Billboard Music award this past year for Best Electronic Album.
She now has over 8 million subscribers and has put out two albums
independently, Shatter Me and Lindsey Stirling. She has also devel-
oped a lucrative professional touring career selling out venues
like Red Rocks, and she just recently published her first book,
The Only Pirate at the Party, which made the Jan. 31 New York
Times’ hardcover nonfiction best-seller list. Lindsey has also
become involved with mobile gaming as she continues to expand
her wildly successful brand, and she was recently cited by Forbes
as one of the top earning YouTube stars.
Cassey Ho (US)
Cassey Ho is the creator behind Blogilates—one of the biggest
health and fitness channels on YouTube. With over 3 million
subscribers, Cassey mixes traditional fitness instruction, recipes,
cooking and lifestyle. Her Blogilates channel won the Streamy
Award for Best Fitness Channel 2 years in a row, and Cassey’s
book, Hot Body Year Round, came out just last year. Starting last
December, Cassey’s method, POP Pilates, became a class in
24 Hour Fitness locations nationwide. POP Pilates was 100%
developed by Cassey with YouTube as her distribution channel
and is now in a mainstream gym.
Kurt Hugo Schneider (US)
Kurt Hugo Schneider has over 7 million subscribers and is a
pillar of the YouTube music community, earning himself a
name as a producer and director on YouTube and beyond. He
has collaborated with several other famous artists including
Rixton, Avicii, Hunter Hayes, Jason Mraz and many more.
And though he’s a phenomenal musician, his passions keep
him producing—20+ breakout YouTube creators/musicians
have been featured and discovered on his YouTube channel,
including Sam Tsui 6 years ago, Tyler Ward 4 years ago,
Alex Goot 4 years ago, and many more. Kurt has also toured
around the world to see his fans, most recently throughout
Asia with YouTube FanFest.
Image provided courtesy of Kurt Hugo Schneider
Bilingirl Chika (Japan)
Bilingual Chika is Japan’s leading educational creator who makes
popular English lesson videos for over 500,000 subscribers. Her
practical and fun videos have led her to grow a large fan base
around the world and she was most recently named as Change
Ambassador for the United Nations’ Sustainable Development
Action campaign.

24
YouTube
Hannah Trigwell (UK)
Hannah began her music career busking on the streets of Leeds,
and now has over 53 million views and more than 400,000
subscribers on YouTube. She has toured the UK several times
and released two EPs while still in her final year of university.
Because of YouTube’s global reach, her single Headrush was able
to reach Number 1 in Vietnam without her ever having set foot in
that country.
Image provided courtesy of Hannah Trigwell
My Cupcake Addiction / Elise Strachan (Australia)
Elise Strachan from Australia’s Gold Coast started by selling
cupcakes at her local markets before launching her YouTube
channel, My Cupcake Addiction, in 2011 specialising in baking
and decorating tutorials. Elise opens her kitchen to more than 2.7
million subscribers worldwide. Elise’s video showing how to bake
a Skittles rainbow cake has been viewed nearly 24 million times.
Her signature approach of taking unique recipes and making
them accessible has built her a diversified global fanbase of people
who love everything sweet!

25
YouTube
YouTube has now paid over
$3 billion to the music industry.
How YouTube Benefits the Content Industry
YouTube has partnerships with every major record label, as
well as hundreds of collecting societies, independent labels,
and music publishers, to help share recorded music with fans on
YouTube. Through licensing agreements with our partners in
the music industry as well as the tools we offer like Content ID,
rightsholders are compensated when fans visit YouTube
to experience music videos. To date, YouTube has paid over
$3 billion to the music industry alone, and fan uploads now
drive 50% of the revenue paid out to the music industry.
Each time a music fan chooses YouTube over an unauthorized
source for music, it’s a victory against piracy. A September 2015
study by Sandvine showed that as the overall internet bandwidth
devoted to legitimate video services has grown, the bandwidth
used for torrenting has fallen, suggesting that online piracy has
been eclipsed by new, legitimate online activities.26
YouTube
and other online content services have been an important part
of helping shape young music fans’ consumption habits by
directing users toward compelling and easy-to-access legitimate
alternatives. In fact, YouTube has been so successful at pushing
users towards legitimate content that since February 2013,
Billboard magazine’s Hot 100 chart has incorporated YouTube
views when ranking a song’s popularity.27
As of this report,
twenty-one YouTube videos have now had 1 billion or more
views—there were only 3 videos to reach this mark as of last
year—and several of the most-watched videos on YouTube are
from artists signed to major labels.28
26.
Torrent Freak, “BitTorrent Traffic
Share Drops to New Low,” September
2015, <https://goo.gl/oY9NpJ>
27.
Billboard Top 100 FAQ
<http://www.billboard.com/faq>
28.
YouTube Playlist, “One Billion Club,”
<https://goo.gl/Q6KHJ6>

26
YouTube
Content ID accounts for roughly 50% of
the music industry’s revenue from YouTube.
29.
https://goo.gl/A48tna
YouTube Helps Rightsholders Manage
Copyrighted Content
Content ID
In 2007, YouTube developed and launched Content ID, a
proprietary copyright management system that allows
rightsholders to effectively manage their content online.
With this system, rightsholders are able to identify
user-uploaded videos that contain their content and choose
in advance what they want to happen to those videos.
Today, Content ID scans videos uploaded to YouTube against
more than 600 years of audio and visual reference content.
Over 98% of copyright issues are resolved via Content ID.
Looking at the music industry specifically, 99.5% of reported
sound recording copyright claims are automated through
Content ID—meaning that Content ID automatically identifies
the work and applies the copyright owner’s preferred action
without the need for intervention by the copyright owner in all
but 0.5% of cases.
This is how it works:
Rightsholders deliver reference files (audio-only or audiovisual) of content they own, metadata
describing that content, and what action they want YouTube to apply when Content ID finds an
appropriate match. YouTube compares videos uploaded to the site against those reference files. Our
technology automatically identifies the content and applies the rightsholder’s preferred action for
that content.29

27
YouTube
Rightsholders can choose between several actions when an upload matches their content, including:
1.make money from it;
2. leave it up and track viewing statistics; or
3. block it from YouTube altogether.30
Thanks to the different options that Content ID gives to copyright
owners, it’s not just an anti-piracy solution but also a copyright
management tool. Through Content ID, rightsholders can earn
money when their content hasn’t been properly licensed by the
uploader—in fact, over 90% of all Content ID claims result in
monetization. As a result of monetization, Content ID accounts for
roughly 50% of the music industry’s revenue from YouTube and has
generated $2 billion for rightsholders.31
Its size and effectiveness are
unparalleled in the industry—Content ID now boasts over 50 Million
active reference files.
Some examples of content creators that have directly benefited from
Content ID include:
The Recording Industry Association of Korea (RIAK), which gives fans within Korea
and beyond a new way to celebrate Korea’s top hit songs from the 80’s and 90’s. In fact,
fan-generated content, such as covers of these older songs, now drives over 90% of RIAK’s
watchtime and revenue on YouTube.
Through Content ID, Nippon Animation, a Japanese animation studio, discovered that
one of their classic titles from the 70’s is popular among viewers in the Middle East. By
using Content ID to identify these new fan bases, Nippon Animation is now developing a
new global content distribution strategy, including the official marketing of this property
in the Middle East region.
T-Series, one of India’s largest music labels and movie studios, embraced YouTube as their
primary online distribution platform for their hit Bollywood music videos, trailers, and
playlists. Their engagement with YouTube has generated over 10 million subscribers on
their main channel and over 7.7 billion views, with over 60% of their views coming from
outside of India. They even used Content ID to identify emerging talent on YouTube—by
seeing who was covering their hit songs on Content ID, they found and partnered with
YouTube singers such as Shirley Setia, Arjun, and Zack Knight.
30.
https://goo.gl/nzDGrS
31.
Christophe Muller, “YouTube: ‘No
other platform gives as much money
back to creators,” April 2016,
<http://goo.gl/N9QoF8>

28
YouTube
Content ID is good for users as well. When copyright owners choose
to monetize or track user-submitted videos, it allows users to
continue to freely remix and upload a wide variety of new creations
using existing works. If video uploaders get a Content ID claim on
a video that they believe is invalid, they can choose to dispute that
claim.32
Fewer than 1% of claims are disputed, and of that number,
copyright owners affirmatively agree with 25% of the disputes that
are issued by uploaders.
YouTube Copyright Policies
The vast majority of content uploaded to YouTube does not infringe
anyone’s copyright. Nevertheless, YouTube takes its role in educating
YouTube users about copyright seriously and creates strong incentives
to discourage infringing activity. As a result, YouTube has a number of
32.
https://goo.gl/6lBubT
Content ID has generated more than
$2 billion for rightsholders.

29
YouTube
policies in place designed to discourage copyright infringement and
terminate repeat offenders:
1. When YouTube removes a video in response to a valid copyright removal notice, we
notify the user and apply a “strike” to the account of the user who uploaded the video;
2. As strikes accrue, we disable a user’s access to features that can be abused, including live
streaming privileges and uploading videos longer than 15 minutes;
3.By completing an online “Copyright School” program, the user can both learn about
copyright and become eligible to have one strike expire from their account; and
4.Upon receipt of three strikes, the user’s account will be suspended and all the videos
uploaded to the account will be removed.
Fewer than 1% of Content ID
claims are disputed.

30
YouTube
The YouTube Copyright Center and Copyright
Takedown Notices
While over 98% of copyright issues on YouTube are resolved via
Content ID, the remaining 2% of copyright issues are manually sent
by rightsholders to YouTube through DMCA takedown requests.
Copyright owners and their representatives can submit copyright
takedown notices through the YouTube Copyright Center, which
offers an easy-to-use webform as well as extensive information aimed
at educating YouTube users about copyright.
Glove and Boots explains copyright
in the YouTube Copyright Center:
https://youtube.com/yt/copyright/

31
YouTube
YouTube Content Verification Program
In addition to an easy-to-use public webform, YouTube offers a
Content Verification Program for rightsholders who have a regular
need to submit high volumes of copyright removal notices and have
demonstrated high accuracy in their prior submissions. With an
easy-to-use interface for reporting videos to YouTube’s copyright
team, this program makes it easier for rightsholders to search for
their material on YouTube and quickly identify allegedly infringing
videos. Once they’ve identified this material, they can easily provide
YouTube with sufficient information for us to locate, review, and
remove that material, all in a streamlined manner that makes the
process more efficient.
YouTube Values Transparency and Guarding
Against Abuse
YouTube Counter Notification Procedure
YouTube strives to be as transparent as possible with content creators
and our users when we remove content. For that reason, we notify
users when we take action on their content or their accounts. If
a video uploader believes that a copyright owner has submitted
an invalid DMCA takedown request for their video, they can file
a counter notification via a webform to make their case for why
the copyright owner might have made the wrong call.33
Unless the
copyright owner commences litigation, we may reinstate the video.
Over 98% of copyright issues on
YouTube are resolved via Content ID.
33.
https://goo.gl/CKW3se

32
YouTube
Examples of Abusive Notices
YouTube takes the abuse of our tools seriously. Any partners found
abusing these tools will have their access to the tools disabled. As
part of our effort to help the YouTube community and copyright
owners alike better understand copyright management on YouTube
and develop best practices as a community, we’ve published some
examples of abusive copyright requests on the platform:
A major soft drink company sent a takedown notice targeting a YouTube news channel
for including excerpts from a commercial in its critical coverage of that commercial. We
didn’t remove the video.
A California city sent takedown notices aimed at a citizen using portions of videos of
public city council meetings to criticize the mayor. We didn’t remove the videos.
We received a request from a major US broadcaster to remove a British TV network’s
live stream of the Republican presidential debate. Both networks are part of the same
company. We removed the video. The claimant later retracted the complaint.
A major Canadian TV broadcasting network sent a request to remove a Conservative
Party attack ad that criticized a clip from an interview of Justin Trudeau. We rejected the
complaint because the claimant wasn’t able to explain why the video wasn’t protected by
fair dealing.
A British wedding photographer sent a request to remove a video created by customers
who were dissatisfied with his work. We asked the claimant to consider whether the video
is protected by fair use, but never heard back, and didn’t remove the video.
A Belgian aquatic park sent a request to remove a video protesting animal abuse for
showing their dolphin show choreography. We rejected the complaint because the
choreography wouldn’t qualify for copyright protection.
YouTube strives to be as transparent as
possible with content creators and our
users when we remove content.

33
Google Web Search
Infringing Results Do Not Appear for the Vast Majority of Media-Related Queries
Notice-and-Takedown and Demotion Signal
Handling a High Volume of Requests at Scale
Trusted Copyright Removal Program Partners
Using Copyright Removal Notices in Ranking
Removing Terms Associated with Piracy from Autocomplete and Related Search
Setting Industry Standards
Making Legitimate Alternatives More Visible
Google Search Detects Abuse and Values Transparency
Examples of DMCA Abuse
Transparency
Search and Piracy: The Reality

34
Google Web Search
Google Web Search
Worldwide, more than 3.5 billion searches are made each day on
Google Search, making it the most widely used search engine in the
world. Search’s popularity has tangible benefits for rightsholders, as
it helps more than a billion people worldwide find licensed copies of
content. For example, between our Search and Google News services,
Google sends over 10 billion clicks per month to publishers’ websites.
There are more than 60 trillion addresses on the Web, but only
an infinitesimal portion of these have any connection to piracy.
Nevertheless, Google does not want to include any links to
infringing material in our search results, and we make significant
efforts to prevent infringing webpages from appearing. The heart
of these efforts can be summarized as follows:
Clean results for media-related queries users actually type:
Thanks to the efforts of Google’s engineers, the vast majority of media-related queries that users
submit every day return results that include only legitimate sites.
Takedown notices and demotion signal:
Although the vast majority of media-related queries yield clean results, there are some
infrequent queries where the results do include problematic links. For these “long-tail”
queries, Google collaborates with copyright owners to address the problem in a few ways.
First, Google has developed state-of-the-art tools that allow rightsholders and their
enforcement agents to submit takedown notices efficiently at high volumes (tens of
thousands each day) and process those notices, on average, within six hours. Second,
Google then uses those notices to demote sites for which we receive a large number of
valid takedown notices, making them less visible in search results.
Presenting legitimate alternatives:
As explained earlier, Google believes that providing convenient, compelling, legitimate
alternatives is one of the best means of fighting piracy. Accordingly, Google has launched
a number of initiatives to present legitimate alternatives to users as part of search results,
including providing advertisements on queries for movies and music to link users to
legitimate means of purchasing content. Google also collaborates with copyright owners
and music services to help them understand how to use SEO (search engine optimization)
techniques to get their offerings into search results for “long tail” queries where they may
not be appearing today.

35
Google Web Search
“Star Wars The Force Awakens” searched 402× more often than “Watch Star Wars
The Force Awakens”
“Taylor Swift” searched 4534x more often than “Taylor Swift download”
“PSY Gangnam Style” searched 104× more often than
“PSY Gangnam Style download”
“Mad Max” searched 836× more often than “Mad Max stream”
“Pixels” searched 240× more often than “Watch Pixels”
“Interstellar” searched 145× more often than “Watch Interstellar”
“Terminator: Genisys” searched 134× more often than
“Watch Terminator: Genisys”
“Chappie” searched 320× more often than “Watch Chappie”
“Avatar” searched 132× more often than “Watch Avatar”
“The Martian” searched 189× more often than “The Martian watch online”
“Kingsman: The Secret Service” searched 162× more often than
“Watch Kingsman: The Secret Service”
“Bridge of Spies” searched 916× more often than “Watch Bridge of Spies”
The relative frequency of
any search queries can be
compared using the Google
Trends tool, available at
https://www.google.com/trends/
34.
Several of these queries have been
referenced by the RIAA and other
rightsholder organizations
Infringing Results Do Not Appear for the Vast
Majority of Media-Related Queries
The search results for the vast majority of media-related queries
show results that include only legitimate sites in the top results
pages. This is thanks to both our constant improvements to the
algorithms that power Google Search and the efforts of rightsholders
to prioritize and target their copyright removal notices.
Nevertheless, some critics paint a misleading picture by focusing
on the results for rare, “long tail” queries, adding terms like “watch”
or “free” or “download” to a movie title or performer’s name. While
the search results for these vanishingly rare queries can include
potentially problematic links, it is important to consider how rare
those queries are. Look at the relative frequency of these Google
searches in 2015:34

36
Google Web Search
784×more often than
“Game of Thrones download”
“Gameof
Thrones” search
ed
1055×more often than
“Stream Inside Out”
“Insi
de Out” search
ed
14812×more often than “Katy Perry free download”
“Katy
Perry” searche
d

37
Google Web Search
Notice-and-Takedown and Demotion Signal
While the search results for the vast majority of media-related queries
submitted by actual users are free of links to infringing material,
Google nevertheless continues to focus on the rare, long-tail queries
where the search algorithm alone cannot eliminate all links to
infringing material.
Given how complicated it can be to determine what does and does
not violate copyright, Google cannot identify which links lead to
infringing materials without the cooperation of rightsholders.
Nearly every paragraph of text, photograph, video, sound recording,
or piece of software is potentially protected by copyright law.
Moreover, copyright laws generally permit some uses, such as
parodies and quotation, even over a copyright owner’s objection.
So while Google doesn’t want to include links to infringing pages in
our search results, we need the help of copyright owners to separate
the authorized or unobjectionable uses from infringing ones.
Fortunately, Google has built an efficient, scalable system for
receiving copyright removal notices from copyright owners and
their enforcement agents. These notices are submitted through
procedures that are consistent with the Digital Millennium
Copyright Act (DMCA) and similar laws that apply to providers of
online services. These notices not only let us know what web pages
to remove from our search results, but also provide the data used
to apply a search ranking demotion signal to sites for which Google
receives a large number of valid notices.
Handling a High Volume of Requests at Scale
To help copyright owners submit these copyright removal notices,
Google has developed a streamlined submission process built around
an online webform.35
Google’s content removal webform accepts
many different kinds of removal requests, including copyright
requests. The information we ask for in our webform is consistent
with the DMCA and similar laws, and provides a simple and efficient
35.
You can find our webform and more
information about this process by
visiting www.support.google.com/legal

38
Google Web Search
Google receives removal requests for more
webpages every week than we did in the
twelve years from 1998 to 2010 combined.
mechanism for copyright owners from countries around the
world to submit notices to us. Since 2012, more than 70,000
different reporting organizations have submitted requests to
remove webpages from search results for copyright violations.
Google has never charged copyright owners for providing these
services, and we continue to invest substantial resources and
engineering efforts into improving our procedures for receiving
and processing copyright removal notices.
Since launching this submission tool for copyright owners and
their agents, we have seen remarkable growth in the number of
pages that copyright owners have asked us to remove from search
results. In fact, today Google receives removal requests for more
webpages every week than we did in the twelve years from 1998 to
2010 combined. Over 558 million webpages were requested to be
removed in 2015 alone. Google removed over 98% of these webpages
upon review; the remaining 11 million webpages were rejected or
reinstated because we either needed additional information,
were unable to find the page, or concluded that the material was
not infringing.
The growing number of notices sent to Google by an increasing
volume of different copyright owners and enforcement agents
demonstrates the effectiveness and success of the notice-and-take-
down system. As the internet continues to grow rapidly, and as new
technologies make it cheaper and faster for copyright owners and
enforcement agents to detect infringements online, we can expect
these numbers to continue to increase. Yet despite this increasing

39
Google Web Search
volume, Google continues to improve its ability to receive requests
and efficiently remove content faster than ever before—currently, on
average, in less than six hours for Search requests.
137,980,363
114,178,735
86,385,612
64,937,338
45,271,922
34,743,069
32,182,148
28,839,216
26,569,567
23,708,671
Degban
BPI (British Recorded Music Industry) Ltd.
Rivendell
MarkMonitor AntiPiracy
Remove Your Media LLC
AudioLock.NET
Takedown Piracy LLC
Recording Industry Association of America, Inc.
Skywalker Digital, Ltd.
Fox Group Legal
Top 10 Reporting Organizations
Between 2014 and 2015 (In URLs)
BPI LTD Member Companies
MG Premium Ltd.
RIAA member companies
Metropolitan
MG Content RK Limited
Fox
VIZ Media LLC
Froytal Services Ltd.
DMM.com Labo, Ltd.
Dreamroom Productions, Inc.
Top 10 Copyright Owners
Between 2014 and 2015 (In URLs)
122,398,730
65,292,591
28,522,280
26,687,603
25,054,971
23,709,981
23,637,119
20,978,747
18,414,070
17,228,268

40
Google Web Search
Trusted Copyright Removal Program Partners
In addition to our content removal webform, Google provides a
solution for copyright owners who have demonstrated a proven
track record of submitting accurate notices and who have a
consistent need to submit thousands of webpages each day. Google
created the Trusted Copyright Removal Program (TCRP) for Search
to streamline the submission process, allowing copyright owners
or their enforcement agents to submit large volumes of webpages
on a consistent basis. There are now more than 114 TCRP partners
who together submit the vast majority of notices every year.
Using Copyright Removal Notices in Ranking
In addition to removing pages from search results when notified
by copyright owners, Google also factors in the number of valid
copyright removal notices we receive for any given site as one signal
among the hundreds that we take into account when ranking search
results. Consequently, sites for which Google has received a large
number of valid removal notices appear lower in search results.
This ranking change helps users find legitimate, quality sources
of content more easily and helps steer users away from infringing
content—one study showed that the prominence of legal sites in
search results impacts user choices to consume legitimate content
instead of pirate content.36
Google is processing the notices we receive
for Search faster than ever before—currently,
on average, in less than six hours.
36.

41
Google Web Search
There are now more than
114 TCRP partners, who together submit
the vast majority of notices every year.
This process has proven extremely effective—immediately upon
launching improvements to our demotion signal in 2014, one major
torrent site acknowledged traffic from search engines had dropped
by 50% within the first week.37
In May 2016, we found that demoted
sites lost an average of 89% of their traffic from Google Search. These
successes spur us to continue improving and refining the DMCA
demotion signal.
While we use the number of valid copyright removal notices as a
signal for ranking purposes, we do not remove pages from results
unless we receive a specific removal request for the page. Even for
the websites for which we have received the largest numbers of
notices, the number of “noticed” pages is often only a tiny fraction
of the total number of pages on the site. It would be inappropriate to
remove entire sites under these circumstances.
The combination of efficient processing of takedown notices and
the demotion signal gives copyright owners a powerful tool against
rogue sites. As new rogue sites emerge, copyright owners can target
their removal notices at these new sites, which then provides Google
with information we can use to update the ranking signal.
37.
TorrentFreak, “Google’s New
Search Downranking Hits Torrent
Sites Hard,” October 2014,
<https://goo.gl/o7Ai61>

42
Google Web Search
In May 2016, we found that
demoted sites lost an average of 89%
of their traffic from Google Search.
Sites with high numbers of removal notices
may appear lower in search results.
38.
United States Patent and Trademark
Office, “U.S. Commerce Department
Announces Digital Millennium ||
Copyright Act Multistakeholder
Forum Results,” 7 April 2015
<http://goo.gl/7EhblG>
Removing Terms Associated with Piracy from
Autocomplete and Related Search
Autocomplete is a convenience feature in Google Search that
attempts to “complete” a query as it’s typed based on similar queries
that other users have previously typed. Related Search shows queries
that other users have previously typed that may be similar to yours.
Google has taken steps to prevent terms closely associated with
piracy from appearing in Autocomplete and Related Search.
Setting Industry Standards
Google has done a significant amount of work to help set industry
standards for fighting piracy on search engines. For example, in 2014
and 2015, Google participated in the Department of Commerce’s
Internet Policy Task Force multi-stakeholder process, convened by
the U.S. Patent and Trademark Office (USPTO) and the National
Telecommunications and Information Administration (NTIA),
aimed at improving the operation of the DMCA notice-and-take-
down system. As part of that process, Google contributed to a best
practices document for improving the efficiency of the DMCA
notice-and-takedown process for both senders and recipients.38

43
Google Web Search
Making Legitimate Alternatives More Visible
In addition to removing infringing pages from search results and
using valid removal notices as a ranking signal, Google has developed
a number of new strategies that further promote authorized sources
of content in our search results.
“Cards” to direct users to licensed copies of content
Searches for movies, musicians, albums, etc. on Google will often return a “card” at or near the top
of search results. These cards provide users with facts, images and quick answers to their queries.
Within these cards, we’ve been testing new ways for advertisers to quickly enable users to watch or
listen to content online. For example, in the card that appears in response to the query for the movie
“Mad Max,” Google is able to display links to different sites where you can rent or purchase a licensed
copy of the film.
The card that appears for searches for the movie “Mad Max”

44
Google Web Search
39.
For example, we worked with the
Music Business Association to help
publish guidelines on search engine
optimization for music websites—
Music Business Association, “SEO
for Music Websites (Part II)”, 2014,
<http://goo.gl/uFNXiJ>
Watch Actions on “long tail” consumption-focused queries
When users search with the intention to consume media, we may show new action formats on those
queries directing users to legitimate sources. For example, the query “star wars download” returns
a card near the top of search results directing users to legitimate options to watch the film through
YouTube, Vudu, and Amazon Video. The same card also appears for queries like “star wars stream.”
While relatively few users search in this way compared to title-only queries like “star wars,” we are
happy that these “watch action” cards are driving traffic to legitimate sources of content.
To help expand efforts like these that lead users to licensed copies
of content, there is more that authorized music, TV, and movie
sites can do to help their sites be more effectively indexed by search
engines.39
Google looks forward to continuing collaborative efforts
with copyright owners and content delivery services to make licensed
copies of content even more visible in search results.
Google Search Detects Abuse and
Values Transparency
Google works hard to detect and prevent abuses of the copyright
removal process. As the number of copyright removal requests
continue to swell, it becomes both more difficult and more
important to detect abusive and erroneous removal notices.

45
Google Web Search
Google refused to remove or
reinstated more than 11 million
webpages from our search results.
Some of the copyright takedown requests we receive are flawed,
incomplete, or downright abusive. A major study by UC Berkeley and
Columbia found that nearly a third of copyright takedown requests
submitted to Google (28.4%) had characteristics that raised clear
questions about their validity.40
In these circumstances, we may refuse
to remove a URL from our search results or choose to reinstate content
that we had previously removed. Between 2012 and 2015, Google
refused to remove or reinstated more than 11 million webpages from
our search results.
Examples of DMCA Abuse
Here are a few examples of requests submitted through our
copyright removals process that were clearly invalid. In each case,
we did not remove the URL in question from search results:
A major U.S. motion picture studio requested removal of the Internet Movie Database
(IMDb) page for a movie released by its own studio, as well as the official trailer for the
film posted on a major authorized online media service.
A U.S. reporting organization working on behalf of a major movie studio twice requested
removal of review of its own movie on a major newspaper website.
A driving school in the U.K. requested the removal of a competitor’s homepage from
Google Search, on the grounds that the competitor had copied an alphabetized list of cities
and regions where instruction was offered.
A company in the U.S. requested the removal of search results that link to an employee’s
blog posts about unjust and unfair treatment.
An anti-piracy enforcement firm representing a music label filed a copyright complaint
asking us to delist dozens of homepages containing the word “coffee” in the title. These
webpages had nothing to do with the identified copyrighted work.
40.
Jennifer M. Urban, Joe Karaganis,
Brianna L. Schofield, “Notice and
Takedown in Everyday Practice,”
March 2016, <http://goo.gl/HYTDUS>

46
Google Web Search
An individual claiming to be a candidate for political office in Egypt filed a copyright
complaint to remove two pages on Egyptian news sites reporting on the individual’s
arrest record.
A poet sent repeated takedown notices targeting criticism and commentary relating to the
poet’s online copyright enforcement efforts.
A well-known publisher of children’s books sent a takedown notice targeting the use of
excerpts by a critic discussing the use of gun imagery in children’s literature.
A physician claiming a copyright in his signature sent a takedown notice aimed at a
document related to the suspension of his license to practice medicine.
We take our commitment to guarding against abuse especially
seriously when it comes to our Trusted Copyright Removal
Program—we have acted to terminate or suspend partners from
the program for repeatedly sending inaccurate notices through
our high-volume submission mechanisms. As the volume of
removal notices continues to rise, detecting inaccurate or abusive
notices becomes even more challenging. We continue to invest
more resources to address this issue. Google’s Transparency
Report has also proven useful in detecting abusive notices, as
journalists, webmasters, and other interested members of the
public have examined the data made available there.41
Webmasters may also submit a counter notice if they determine that
a page on their site has been removed from Google Search results
due to an erroneous copyright removal notice. Google affords
webmasters two ways to be notified if any pages on their site are
targeted by removal notices. First, if the site operator uses Google’s
Search Console, a notification will be provided to webmasters there.
Second, the publicly available Transparency Report shows copyright
removal notices received for any particular domain.
41.
For more information, please visit
https://google.com/transparencyreport/

47
Google Web Search
Transparency
When we remove material from search results, we believe users and
the public should be able to see who made the removal request and
why. Because copyright infringement allegations are the basis for the
vast majority of the legal requests that we receive to remove items
from search results, we have taken the following steps to ensure
transparency:
1. Maintaining the Google Transparency Report. In 2012, we added details regarding
copyright removal notices to our Transparency Report site.42
Updated daily, the site shows
the aggregate number of webpages that we have been asked to remove, as well as who
submitted the notices on behalf of which copyright owners and for which websites.
2. Notifying webmasters of removals. If a website operator uses Google’s Search Console,
a notification will be provided to webmasters there when a web page on their domain has
received a takedown notice.43
3. Providing copies of notices to Lumen. Since 2002, Google has provided a copy of each
copyright removal notice that we receive for search results to the nonprofit organization
Lumen. By gathering together copyright removal notices from a number of sources,
including Google and Twitter, Lumen fosters research and examination of removal
notices submitted by copyright owners.44
4. Informing users when results have been removed from their search results. When users
perform a search where results have been removed due to a copyright complaint, Google
displays the following notice:
42.
Google, “Transparency Report:
Removal Requests,” January 2016,
https://goo.gl/v2IDGQ
43.
Google, “Webmaster Tools,” 2016,
<http://goo.gl/JxSTF>
44.
Lumen Database,
<https://lumendatabase.org>

48
Google Web Search
Search and Piracy: The Reality
In reflecting on the role search engines can play in addressing
the problem of piracy, commentators often overlook some
important realities:
1. Search is not a major driver of traffic to pirate sites
Google Search is not how music, movie, and TV fans intent on pirating media reach
pirate sites. A 2011 study found that all traffic from major search engines (Yahoo, Bing,
and Google combined) accounts for less than 16% of traffic to sites like The Pirate Bay,
and recent statistics from ComScore confirm these numbers.45
Research that Google
co-sponsored with PRS for Music in the UK further confirmed that traffic from search
engines is not what keeps these sites in business.46
These findings were confirmed in a
research paper published by the Computer & Communications Industry Association.47
2. Search can’t eradicate pirate sites
Search engines do not control what content is on the Web. There are more than 60
trillion web addresses on the internet, and there will always be new sites dedicated
to making copyrighted works available as long as there is money to be made doing
so. According to recent research, replicating these sites is easy and inexpensive, and
attempts to make them disappear should focus on eradicating the business model
that supports them.48
In fact, the Police Intellectual Property Crime Unit in the United
Kingdom has estimated that shutting off advertising revenue would close 95% of these
sites.49
However, a few bad actors in advertising have continued to support pirate sites.
A January 2016 report from the European Observatory on Infringements of Intellectual
Property Rights notes that a small number of advertising intermediaries are
responsible for over 90% of the advertising on alleged pirate sites, which continues
to be a primary source of their revenue.50
Rather than focusing on Search, a “follow
the money” approach is the most promising means of fighting piracy.
3. Whole-site removals are ineffective and over-censor content
While Google may demote a site in our search results if we receive enough copyright
removal notices for it, Google does not remove an entire site from search results for
copyright infringement. Whole-site removal is ineffective and can easily result in the
censorship of lawful material. Blogging sites, for example, contain millions of pages from
hundreds of thousands of users, as do social networking sites, e-commerce sites, and
cloud computing services. All can inadvertently contain material that is infringing. Even
on alleged “pirate sites”, several studies have shown that tens of thousands of documents,
files, and other types of content are downloaded legally everyday.51
And even for the sites
for which Google receives the largest number of copyright removal requests, the number
of pages identified as infringing are often only a fraction of the total number of pages we
index from those sites.52
Google’s existing copyright removal framework provides copyright owners with an
effective and efficient means to remove any infringing page from search results.
Removing or blocking an entire site could not only impinge on free speech by
45.
TechDirt, “Study on file with author,
NERA Economic Consulting. A secondary
analysis published by TechDirt,” 2011,
<http://goo.gl/XESoa> ; ComScore, 2015,
<http://www.comscore.com/>
46.
BAE Systems Detica, “The Six Business
Models for Copyright Infringement,”
June 2012, <http://goo.gl/tylZd>
47.
CCIA, “The Search Fixation:
Infringement, Search Results,
and Online Content,” 2013,
<http://goo.gl/ZVSg0r>
48.
Northeastern University, “Clickonomics:
Determining the Effect of Anti-Piracy
Measures for One-Click Hosting,” 2013,
<http://goo.gl/58Gt23>
49.
Mike Weatherley, “Strides in the right
direction,” July 2015,
<http://goo.gl/UTJqPS>
50.
European Observatory on Infringements
of Intellectual Property Rights,
“Digital Advertising on Suspected
Infringing Websites,” January 2016,
<https://goo.gl/6ibyis>
51.
TechDirt, “Yes, There Are Many, Many,
Many, Many Legal Uses Of BitTorrent,”
October 2012, <https://goo.gl/X6SMEZ>
52.
Google Transparency Report, 2016,
<https://google.com/transparencyreport>

49
Google Web Search
entirely removing lawful pages that appear on the same site, but it would also be
counterproductive. Whole site removal would simply drive piracy to legitimate sites
and social networks that search engines cannot reasonably eliminate from search
results. For “rogue” websites dedicated to copyright infringement or counterfeit, a
widespread number of experts, policymakers and industry analysts believe that a
“follow the money” approach is a more effective measure to fight them.
Finally, whole-site removal sends the wrong message by favoring over-inclusive private
censorship over the rule of law. Embracing such an overbroad approach to address one
domestic law violation (copyright) will embolden those who seek similar whole-site
removal remedies for violations of other laws (e.g., insults to the king, dissident political
speech). This would jeopardize free speech principles, emerging services, and the free
flow of information online globally in contexts far removed from copyright.
4. Google Search cannot proactively filter for copyright-infringing content
Another myth is that Google could create a tool to filter the Web for allegedly infringing
content and remove images, video, and text from our search results proactively.
Such a system is both infeasible and unnecessary. One problem is that there is no
way to know whether something identified as infringing in one place and at one time
is also unlawful when it appears at a different place and at a different time. Some
uses of material are authorized, or are permitted by exceptions to copyright like
fair use. Copyrights are often licensed to different entities for different geographic
regions and may also change hands, with different licensors or owners taking
different approaches.
Even more fundamental for Search is the problem that Google doesn’t have a copy of
every media file available online (in contrast to YouTube, where Google hosts the videos).
Google Search indexes the text, images, and links on web pages. Google does not, and
could not, download every audio and video file on the internet in order to identify
whether it is the same music or video as one previously targeted by a copyright removal
notice. Even were Google to try such a thing, rogue sites could easily block Google’s
indexing crawlers from accessing such files, rendering the effort ineffective.
Such an unprecedented filtering effort is also unnecessary in light of existing
mechanisms developed in collaboration with copyright owners. As detailed above,
notice-and-takedown, when combined with the use of a demotion signal that takes
previous notices into account, already addresses the problem of rogue sites, preventing
their appearance for the vast majority of search queries. Continued “follow the money”
efforts are also proving successful.

50
Google Play
Play Provides Better Legitimate Alternatives to Piracy
Music
Movies and TV Shows
Books and Magazines
Apps and Games
Play Fights Against Piracy

51
Google Play
Google Play is an online store that connects users with a diverse set
of content and applications from various channels including Apps
& Games, Books, Movies & TV, Music, and Newsstand. On Google
Play, people can find, purchase, and enjoy entertainment for their
computers, tablets, or smartphones. Play has also partnered with
all of the major record labels, publishers, and movie studios to offer
millions of songs and books, thousands of movies and TV shows,
and thousands of news sources for the enjoyment of users across
Android devices.
There are more than a billion active Google Play users around
the world in more than 190 countries, presenting a tremendous
opportunity for creative industries. As of May 2015, more than 60
billion apps were downloaded globally from the Play store. Google
Play has also expanded rapidly into new countries in the last year:
Play Music is now available in 62 countries, Play Movies in 105
countries, and Play Books in 75 countries. All this means that
Google Play is a massive boon for content creators—between
February 2014 and February 2015, we paid more than $7 billion
to developers.

52
Google Play
Play Provides Better Legitimate
Alternatives to Piracy
Each channel of Google Play provides users with direct access to licensed
copies of content, giving users compelling alternatives to piracy:
Music
Play Music offers users four services in one: a subscription service
offering 35 million songs, an ad-supported radio service to try it
all out, a locker to store your music collection online for free, and a
store to purchase the music you want to own forever. Google Play has
“scan-and-match” licenses that enable users to quickly and easily put
their personal music collections in the cloud so they can be accessed
from any connected device. Our Play Music subscription service lets
users listen to millions of songs on demand for a monthly fee.
These products are driving revenue to the music industry. And thanks
to our partnerships with rightsholders around the world, Google Play
Music is available to a global audience. Between May 2014 and May
2015, the number of Google Play Music subscribers more than doubled.
Movies and TV Shows
Through partnerships with 200+ film & TV global distributors, Google
Play offers tens of thousands of recently released movies and TV shows.
We also offer innovative features that take advantage of the digital
format to drive user engagement—for example, Info Cards that
appear when a movie or TV show is paused and provide more
information about the actors and music in a scene.

53
Google Play
Books and Magazines
Google Play is home to the world’s largest selection of eBooks—with
more than 5 million titles available. More than 48,000 publishers
have joined the Partner Program to promote their books on Play,
including nearly every major U.S. publisher. We have also partnered
with major publishers worldwide to make more than 3,000 news
sources available in Google Newsstand, including the Wall Street
Journal, New York Times, Financial Times, India Today, Manila
Bulletin, and many more. These partnerships foster additional ways
for users to enjoy these periodicals across all of their devices and
create a new market for magazines and newspapers.
Apps and Games
Google Play is an engine of economic opportunity for application
developers because it gives them a free platform to build on and
reach millions of users. More than a million apps and games are
available on Google Play, and they’ve been downloaded over 60
billion times.
In addition to the benefits that Apps & Games provides to creators,
several of the most popular apps are delivering licensed music,
movies, and TV shows to users, including:
Netflix, which launched on Android in 2011, allows subscribers to stream TV
and movies.
HBO GO allows users with a subscription to HBO’s licensed TV and movie material to
watch these shows on their mobile and tablet devices
Spotify is a subscription music services that offers free, ad-supported access—as well
as subscription access—to a huge catalogue of licensed music.
Google Play provides game developers with a platform to showcase
their creativity and sell their apps directly to gamers. Google Play
Games is the fastest growing mobile game network of all time—three
out of every four Android users play games from this service, and it
activated more than 180 million new users in the six months between
December 2014 and May 2015 alone.

54
Google Play
Play Fights Against Piracy
Google Play operates under stringent policies for taking
copyright-infringing content down from its services. Google
Play uses both proactive and reactive processes for finding and
removing infringing content. Our proactive processes check that
apps uploaded to our Play store meet certain criteria. Our reactive
process provides users with a webform to notify us of allegedly
infringing apps that our proactive processes may have missed.
When someone submits a request to us via our external webform,
our dedicated team reviews the notification and takes the appropriate
action Between September 2014 and September 2015, we removed
approximately 10,000 apps and games from the Play Store for
copyright infringement as a result of webform notifications.
Google Play uses both proactive
and reactive processes for finding and
removing infringing content.

55
Advertising
Following the Money
Best Practices
AdSense
DoubleClick
AdWords

56
Advertising
Advertising
Google provides several advertising platforms for web publishers
and advertisers to build awareness of their brands, engage new
customers, and generate new sources of revenue. By working with
other industry partners, we have helped set industry standards for
safe online advertising. We also work diligently to block infringing
sites from using our services.
Following the Money
Among the most effective ways to combat rogue sites that specialize
in online piracy is to cut off their money supply. These sites are
almost exclusively for-profit enterprises, and so long as there is
money to be made by their operators, other anti-piracy strategies
will be far less effective. As a global leader in online advertising,
Google is committed to rooting out and ejecting rogue sites from
our advertising services. We also work with other advertising
leaders to craft best practices aimed at raising standards
across the entire online advertising industry. For example,
Google has worked with regulators and other industry leaders
in the UK, France, Italy, Southeast Asia, and elsewhere to create
self-regulatory principles that help ensure ads do not appear on
alleged copyright-infringing websites.53
Best Practices
In April 2011, Google was among the first companies to certify
compliance in the Interactive Advertising Bureau’s (IAB’s) Quality
Assurance Certification program, through which participating
advertising companies take steps to enhance ad buyer control over
the placement and context of advertising in order to build brand
safety.54
This program helps ensure that advertisers and their agents
are able to control where their ads appear across the Web.
53.
JICWEBS, “Minimising Risk of
Digital Display Advertising
Misplacement,” February 2015,
<http://goo.gl/QFHokk>
54.
IAB, “Quality Assurance Guidelines,”
November 2011,
<http://www.iab.com>

57
Advertising
In July 2013, Google worked with the White House’s Office of the U.S.
Intellectual Property Enforcement Coordinator (IPEC) and other
leading ad networks to participate in Best Practices and Guidelines
for Ad Networks to Address Piracy and Counterfeiting.55
Under
these best practices, ad networks will maintain and post policies
prohibiting websites that are principally dedicated to engaging in
online piracy from participating in the ad network’s advertising
programs. By working across the industry, these best practices help
reduce the financial incentives for pirate sites by cutting off their
revenue supply.
In 2015, Google began participating in ongoing discussions and
the development of best practices arising out of the Trustworthy
Accountability Group’s (TAG) Anti-Piracy Working Group. This
working group is also focused on bringing advertisers, rightsholders,
and platforms together to develop additional best practices and tools to
prevent the placement of online ads on websites dedicated to piracy or
the sale of counterfeit goods.56
And in the February 2015, Google worked
with a cross-industry group in the United Kingdom called the Digital
Trading Standards Group (DTSG) to create self-regulatory best practice
principles for online advertisers to help ensure that ads do not appear
on alleged copyright-infringing websites.57
AdSense
More than two million web publishers use AdSense to make
money from their content on the Web, making it the chief Google
advertising product used by online publishers. The overwhelming
majority of those publishers are not engaged in any kind of copyright
infringement. AdSense has always prohibited publishers from using
AdSense to place ads on pages that contain pirated content, and
Google proactively monitors the AdSense network to root out
bad publishers.
55.
The White House, “Coming Together
to Combat Online Piracy and
Counterfeiting,” July 2013
<http://goo.gl/86x1QE>
56.
Trustworthy Accountability Group,
“TAG Anti-Piracy Working Group,”
<http://goo.gl/oekrIi>
57.
JICWEBS, “Minimising Risk of Digital
Display Advertising Misplacement,”
February 2015, <http://goo.gl/sp7IpW>

58
Advertising
Since 2012, Google has ejected more than 91,000 sites from its
AdSense program for violating the platform’s copyright policy.
The vast majority of these ejections were caught by AdSense’s
own proactive screens. Google has also terminated over 11,000
AdSense accounts for copyright violations. Almost all AdSense ad
formats include a link that permits a copyright owner to report
sites that are violating Google’s policies. Copyright owners may
also notify Google of violations through a webform. Each time
Google receives a valid copyright removal notice for Search, we
also blacklist that page from displaying any AdSense advertising
in the future.
Google does not want to be in business with rogue sites specializing
in piracy. Thanks to our ongoing efforts, Google is succeeding in
detecting and ejecting these sites from AdSense. While a rogue site
might occasionally slip through the cracks, the data suggests that
these sites are a vanishingly small part of the AdSense network. For
example, AdSense ads appear on far fewer than 1% of the pages that
copyright owners identify in copyright removal notices for Search.
Of course, when Google does find such a violation, we take action
against the AdSense publisher as well.
DoubleClick
DoubleClick offers a suite of online advertising platform
solutions for both advertisers and web publishers. The principal
customers for DoubleClick services are large advertisers, ad
agencies, large publishers, and ad networks. It is virtually unheard
of for these sorts of commercial entities to be operating rogue
sites specializing in copyright infringement. Nevertheless, Google
prevents publishers from using Doubleclick to display ads on pages
that have been identified as infringing, just in case.

59
Advertising
AdWords
AdWords is Google’s premier advertising product, delivering the
advertisements that appear next to Google Search results as well
as the text advertisements on our network of partner sites across
the Web. Google has zero tolerance for copyright-infringing ads in
Search, and has dedicated considerable human and engineering
resources across the company to develop and implement measures
to root out infringing ads. Between September 2015 and March 2016,
Google disapproved over 670,000 ads that we suspected of copyright
infringement. Users can also notify Google of ads that they believe
are copyright-infringing using a reactive webform.

60
Conclusion
Links to More Information

61
Conclusion
Conclusion
Today, Google’s services provide more content for users,
generate more revenue for rightsholders, and do more to battle
copyright-infringing activity than ever before. Through our
YouTube and Google Play products, we have helped millions of
content creators worldwide generate revenue, reach a global
audience, and manage their content. We have also provided
consumers with easy-to-use platforms for finding licensed
copies of their favorite content. Through Google Search, we have
indexed and organized the Web to help everyday users find the
information they are searching for, and we have taken significant
efforts to prevent infringing links from appearing in our search
results. Through our advertising services, we help millions of web
publishers and businesses advertise on the web, and we continue to
work with other industry leaders to establish best practices meant
to raise advertising standards throughout the industry. Through
our work with regulators and other industry leaders, we have helped
set the standard for how tech companies fight piracy, and we look
forward to continuing to raise that standard into the future.
Links to More Information
For more information, you can visit the links below:
Google Transparency Report
https://google.com/transparencyreport/removals/copyright/
YouTube Copyright Center
https://youtube.com/yt/copyright/
Google Legal Request Webform
https://support.google.com/legal

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