History Of YouTube

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YouTube is a video sharing website launched in 2005 that allows users to upload and share video clips in MPEG-4 format. It was created by Chad Hurley, Steve Chen, and Jawed Karim. In November 2006, YouTube was acquired by Google for $1.65 billion and is now a subsidiary of Google operated out of San Bruno, California. YouTube hosts a wide variety of user-generated video content including movie clips, TV clips, music videos, video blogging, and short original videos.

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The first YouTube video was entitled ”Me at the zoo”

YouTube offered the public a beta test of the site in May 2005 6 months before the official launch in November 2005 ,[object Object],[object Object]

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Universal Tube has since changed the name of its website to www.utubeonline.com. ,[object Object], billion, and is now operated as a subsidiary of Google. www.youtube.com www.utube.com

This presentation contains, *Introduction to YouTube (History, What, Why). *Technology behind YouTube and Videos (playback, uploading, live stream, 3d videos, 360-degree videos). *YouTube experiences (youtube tv, youtube premium, youtube gaming, youtube music, youtube kids, youtube go, youtube vr, youtube creator studio, youtube director). *YouTube marketing (monetization, direct sponsors). *Become a successful YouTuber (hero, hub, hygiene contents, 10 creative strategies, content optimization)

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KAREL COOL, MATT SEITZ, AND JASON MESTRITS For the exclusive use of E. Cabello, 2015. KEL403 Revised March 11, 2010 YouTube, Google, and the Rise of Internet Video In November 2007 Google celebrated the one-year anniversary of its acquisition of YouTube. YouTube and Google Video had accomplished a major feat: together they accounted for four times as many unique visitors as their closest competitor in the Internet video market space. YouTube had become synonymous with online video sharing thanks to its brand strength and loyal user base. In fact, YouTube’s brand had skyrocketed to third place in an online brand ranking, with survey respondents rating only Google and Apple as more influential.1 Although Google and YouTube had much to celebrate, they also had many issues still to face. Google had spent $1.65 billion in stock to acquire the young video-sharing Web site only a year and a half after YouTube was founded. The emergence of competition in the video-sharing market continued to be rapid and Web trends were increasingly volatile. Some analysts also questioned viewers’ long-term attachment to YouTube. According to one blogger, “It’s hip to be social these days but it’s not at all clear that people are so ‘emotional’ about or attached to home videos and amateur content that significant network externalities have been created.”2 In fact, one analyst argued that “YouTube is [both] a time bomb and a gold mine waiting to happen.”3 Neither Google nor YouTube had built a proven business model for Internet video. How would Google develop YouTube into a profitable business without compromising its leadership position in the Internet video category? What was to become of Google’s own video site? Would the attributes that had fueled Google’s meteoric rise in Internet search apply equally to Internet video? The Internet Video Industry On the heels of Google’s acquisition of YouTube, Internet video had emerged as one of the hottest consumer technologies. While the demise of traditional broadcast television was in no way imminent, more and more viewers were watching video on the Internet. In a 2006 survey by research firm IDC, 33 percent of respondents reported watching Internet video. Of those, 17 percent said they watched videos daily while 42 percent watched them weekly. Although some consumers were watching full TV shows online, the most popular types of Internet video 1 Brandchannel.com Reader’s Choice Awards 2006, January 2007. 2 Starling Hunter, “Google, YouTube, and the Questions of Value,” August 2006, http://www.thebusinessofamericaisbusiness.biz/ 2006/10/google_youtube_and_the_questio.html. 3 Greg Sandoval, “YouTube Could Be a Steal at $1 Billion,” CNet News, August 2006. ©2009 by the Kellogg School of Management, Northwestern University. This case was prepared by Professor Karel Cool, Matt Seitz ’09, Jason Mestrits ’08, Sona Bajaria ’08, and Uday Yadati ’08. Cases are developed solely as the basis for class discussion. Cases are not inten ...

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