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Erschienen in:

2013 | OriginalPaper | Buchkapitel

Evolution of Strategy and Commercial Relationships for Social Media Platforms: The Case of YouTube

verfasst von : Sonya Yan Song, Steven S. Wildman

Erschienen in: Handbook of Social Media Management

Verlag: Springer Berlin Heidelberg

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Abstract

We describe and analyze YouTube as a multisided platform with participants that include users, advertisers and content contributors, many of whom play dual and highly varied roles. YouTube’s role in structuring and managing relationships among platform participants with an eye to its own profitability is examined along with a sequence of elaborations on its business model that changed YouTube from a relatively simple service that sold advertisers access to web audiences generated by amateur videos uploaded by other internet users to a service that increasingly features commercial content from a diverse set of sources. This progressive layering of features that themselves are not inherently social on top of a social media foundation is similar to patterns of service elaboration exhibited by other social media services as they matured.

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Titel: Evolution of Strategy and Commercial Relationships for Social Media Platforms: The Case of YouTube
verfasst von: Sonya Yan Song
Steven S. Wildman
Verlag: Springer Berlin Heidelberg
Buch: Handbook of Social Media Management
Print ISBN: 978-3-642-28896-8

Electronic ISBN: 978-3-642-28897-5

Copyright-Jahr: 2013
DOI: https://doi.org/10.1007/978-3-642-28897-5_36