YouTube’s 7th Birthday, http://www.youtube.com/watch?v=GLQDPH0ulCg

1. Although the video mentions new technology updates (YouTube HD, YouTube 3D, YouTube Mobile), it doesn’t mention YouTube Channels, a fairly major change. Why do you think this is? 2. While YouTube has been known for user-generated content, it is now clearly in competition with Amazon and Netflix in online movie and television distribution. Does the video reflect this, and how? 3. If this video is seen as a branding message, what is being said about the YouTube brand?

E-commerce. business. technology. society.
KENNETH C. LAUDON AND CAROL G. TRAVER
continued
video case
chapter 10 Online Content and Media
case 1 YouTube’s 7th Birthday

summary This video highlights milestones in YouTube’s
history and some of the most popular and viral
YouTube videos that have been watched by
millions of users. L=2:15.
case As discussed in Chapter 10, YouTube is one of the top Internet destinations for online
content, with more than 1 billion monthly unique visitors, who watch over 6 billion hours
of video each month. The company was founded in 2005, grew quickly, and was bought by
Google the next year.
As discussed in Chapter 10, YouTube has initiated several projects with the goal of
improving the quality and advertising potential of its videos and competing with Amazon
streaming videos and Netflix. These ventures include developing original, professional
quality content and renting mainstream films and television, both distributed through new
YouTube “Channels.”
Along with the new Channels interface, in 2012, YouTube redesigned its home page to
highlight these channels, removing the immediate access to top-rated and viewed YouTube
videos. The new design makes finding popular user videos harder and steers the user
towards subscribing to channels, but also brings in Amazon and Netflix-like recommender
systems based on a user’s already viewed videos. In 2013, YouTube announced it would
begin experimenting with charging monthly fees for some channels.
watch the
video at
chapter 10 chapter 10 case 1 YouTTube’s 7th ube’s 7th BBirthdayy 2
In May 2012, in the midst of these new efforts, YouTube posted a short video celebrating
its 7th birthday. The video presents a timeline of YouTube’s milestones (“May 2005—First
Public Beta; October 2009—1 billion views per day) along with dates popular videos were
uploaded (July 2009, JK Wedding). The sample videos range from home user to news clips
to professionally shot clips of rock concerts.
Along with the continuing timeline, the video clips and statistics illustrate the following
series of statements: “Everyone Has a Voice,” “Every Moment has a Place, “Every Creator Has a
Stage,” “Every Citizen Can Be Heard,” “We Provide the Platform, “You Provide the Inspiration.”
As you watch the video, note the types of video clips included.
1. Although the video mentions new technology updates (YouTube HD, YouTube 3D,
YouTube Mobile), it doesn’t mention YouTube Channels, a fairly major change. Why do
you think this is?
2. While YouTube has been known for user-generated content, it is now clearly in
competition with Amazon and Netflix in online movie and television distribution. Does
the video reflect this, and how?
3. If this video is seen as a branding message, what is being said about the YouTube
brand?
Copyright © 2015 Kenneth C. Laudon and Carol Guercio Traver.
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