YouTube started to add links to iTunes and Amazon MP3 for music videos from EMI Music and Universal Music. "Click-to-buy links are non-obtrusive retail links, placed on the watch page beneath the video with the other community features. Just as YouTube users can share, favorite, comment on, and respond to videos quickly and easily, now users can click-to-buy products -- like songs and video games -- related to the content they're watching on the site," announces Google Blog.
YouTube hopes to add this option for other types of videos and to offer an alternative way to monetize videos. "Our vision is to help partners across all industries -- from music, to film, to print, to TV -- offer useful and relevant products to a large, yet targeted audience, and generate additional revenue from their content on YouTube beyond the advertising we serve against their videos."
For now, the links are only available in the US, but they will be added internationally if this experiment turns out to be a success. YouTube shows ads only next to the videos uploaded or claimed by its partners, which account for 4% of the videos hosted by YouTube.