Google to buy YouTube for $1.65 billion
Search engine leader looks to bulk up in the lucrative online video market.
By Paul R. La Monica, CNNMoney.com editor at large
October 9 2006: 4:46 PM EDT

NEW YORK (CNNMoney.com) -- Google, the Internet's leading search engine, announced Monday that it is buying popular online video site YouTube for $1.65 billion in stock.

YouTube, which was founded in February 2005, has quickly become the most well-known of several online video sites. More than 100 million videos, many of which are short videos created by the site's users, are downloaded a day on the site.

According to Internet research firm Hitwise, YouTube has about a 46 percent share of the online video market.

For Google, the purchase of YouTube gives the company the ability to tap into the potentially lucrative online video and social networking markets. Some analysts have criticized Google for relying too much on advertising tied to keyword searches.

The combination of Google and YouTube could further strengthen Google's dominance in online advertising, giving it an edge over rivals such as Yahoo!, Microsoft's MSN and News Corp., which owns the social networking site MySpace. Some analysts said Monday that Yahoo, Microsoft and News Corp. also had probably expressed interest in buying YouTube.

In a statement, Google said that YouTube will operate as an independent unit of Google once the deal closes and will retain the YouTube brand name. The companies added that no YouTube workers will lose their jobs as a result of the acquisition and that Google will maintain its own online video business.

Clayton Moran, an analyst with Stanford Group, said after the deal was announced that Google was paying a rich price for YouTube. But he said Google needed to do something to become more competitive with MySpace, which currently ranks in second place in online video market share.

"My sense is that Google is paying a full price considering that YouTube is still unproven in regards to its revenue potential. But considering the success of MySpace it was clearly worthwhile for Google to take this step," Moran said.

Reports of a deal first began to circulate on Friday. Shares of Google rose about 2 percent on the Nasdaq Monday after posting a similar gain on Friday. The stock dipped slightly in after hours trading.