Sounds like a very aggressive negotiating tactic on Google's part.
They're scared that if the Nordic agreement succeeds, they'd gradually be bid up on content pricing everywhere.
Koda and the Nordic group are not necessarily in a weak position. But might be in an even stronger position if they had an alternative video/ streaming service to recommend, which paid them higher content partner rates.
It will only take one content provider to hold out for long enough, yet still be an attractive market at higher content rates, to break Google's embargo. Good luck.
The press release is also quit unilateral. If Google wants a 70% discount and the others are not agreeing then clearly no agreement can be reached and removing that music is just the logical next step.
Maybe the negotiating party assumed Google will not even be technically capable of such a thing. Google is showing they can and giving them an opportunity to measure loses too.
The article mentions that a temporary extension to the already existing agreement is normal and expected during negotiations. So Google not doing it, presumably to apply pressure on the negotiations is agressive.
>Koda is just starting from a weaker position than YouTube.
Ideally negotiations should be between equals. If this is just Google throwing its e dick around then they need to get a few more antitrust fines.
They're scared that if the Nordic agreement succeeds, they'd gradually be bid up on content pricing everywhere.
Koda and the Nordic group are not necessarily in a weak position. But might be in an even stronger position if they had an alternative video/ streaming service to recommend, which paid them higher content partner rates.
It will only take one content provider to hold out for long enough, yet still be an attractive market at higher content rates, to break Google's embargo. Good luck.