In 2009 Warner Music Group and YouTube entered a dispute over licensing rights of WMG's material found on YouTube. When the entertainment industry giants couldn't come to an agreement over the percentage of advertising revenue WMG would receive from YouTube in exchange for rights to play their music on their video streaming platform; the result involved WMG removing all their content from Youtube. After a nine month long negotiation, the companies agreed on terms that would were mutually beneficial for both parties.