YouTube recently implemented a system called Content ID that monitors videos where the video's creator runs ads. Content ID, an automated system, searches for material that infringes on the intellectual property rights of others. If it finds such content, it flags the video as an intellectual property violation. While for the most part this system exists to prevent abuses of copyright, for some corners of the Internet it is creating an uproar.

The video gaming community in particular has been vocal about the issues with Content ID, not just the users making videos flagged by the system. Video game developers and publishers are taking steps to remove the flags noting possible infringement from videos that display their products, according to Forbes. It is common practice among video game enthusiasts on YouTube to create and upload videos that give the viewer insight into the gameplay of a particular title - indeed, video game reviews without displays of this kind are very rare. Developers and publishers allow and encourage this, as it draws attention to their titles and helps customers decide what to buy.

Additionally, next-generation consoles are built to allow players to share videos of their in-game experiences, which makes Content ID's efforts in the video game genre even more counterintuitive, according to another piece in Forbes. Video game companies are working to resolve this issue with YouTube. The conflict shows the difficulty of unilateral policies on intellectual property protection in the digital age, where different needs and customs proliferate.