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YOUTUBE

YouTube

The world’s television.

$18.99

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TABLE OF CONTENTS:

INTRO

EDITOR’S LETTER

TIMELINE
Viral YouTube videos that are still sensational ten years later

EXPERIMENT
Media consumption and YouTube search patterns of viewers by age group

OPINION: KEVIN ALLOCCA
Kevin Allocca, Head of Culture and Trends

CREATIVITIES
New forms of content and rising genres of today

WORKSTATIONS
Equipment used by creators leading their genres

OPINION: NEAL MOHAN
Neal Mohan, Chief Product Officer

ECOSYSTEM
How the video production hardware and software industries are ramping up their competitive edge and capitalizing on YouTube’s growth

PRODUCT
YouTube as a product, continuously evolving in technology, design, and business

INDUSTRY
YouTube emerges as a comprehensive media brand with music and original content strategies

OPINION: CÉCILE FROT-COUTAZ
Cécile Frot-Coutaz, Head of EMEA

YOUTUBERS
Top YouTubers take the world by storm with their one-of-a-kind personalities and charisma

GAME CHANGERS
Legacy media entities and entertainment companies cross over into the world of viewer preferences and convenience

OUT OF THE BLACK BOXES
YouTube Space, supporting creators in production and encouraging ultimate creativity

BRAND STORY
The story of how YouTube opened a new horizon in the media ecosystem

PLATFORMS

Fierce competition among social media platforms for the upper hand

INTERVIEW: STEVE CHEN
Steve Chen, Cofounder of YouTube

INTERVIEW: ROBERT KYNCL, GAUTAM ANAND
Robert Kyncl, Chief Business Officer of YouTube
Gautam Anand, Managing Director of YouTube APAC

TRANSMISSION
Cases when YouTube takes over and expands the role of conventional media

BRANDS ON YOUTUBE
YouTube sparks changes in company and brand strategies for external communication

DIGEST
Information and figures about scale, growth, and trends in the YouTube ecosystem

REFERENCES
Publications and online resources that speak to YouTube’s cultural influence

OUTRO

Description

Youtube, founded by three PayPal employees in 2005, is an online platform where users could upload and share video content with a fast growing audience. Popular is an understatement: Hundreds of hours of content are uploaded each minute. It has become as much a site for creators as viewers, with media stars being minted monthly YouTube encourages the average internet users to tap into their creativity and equips them with the powerful tool of video streaming, resulting in an endless content library that caters to all tastes and a gargantuan online media presence.

Going the extra mile to share ad revenue with creators, YouTube has fostered a new creative class and effectively spawned a new ecosystem of successful one-person media companies. Adding paid options to compete with both video and audio streaming services has added new revenue, and new challenges. Questions about YouTube’s algorithm and content moderation policies have complicated its business, but it remains wildly popular as the go-to source for anything video, worldwide. this issue of B describes the culture that strives to maintain its leading position while branching into new lines of content, and business, to keeps its place as the world’s most popular television channel.

YOUTUBE QUOTES:

On YouTube, you don’t have to have a master production plan that requires months to produce before going before a huge audience. Instead, it starts small and builds up over time. The phenomenon where small experiments aggregate a genre happens over very long periods of time in other areas like literature, but on YouTube, the speed is incredible.
Kevin Allocca, Head of Culture and Trends of Youtube
I think that our systems are human-machine-human. Machines help us scale. Human judgment is required to be able to tell the difference between a dangerous trending challenge and a news report warning about that trend, or the difference between depictions of violence and a group documenting human rights abuse.
Neal Mohan, Chief Product Officer of Youtube

Pairs nicely with Magazine B: Netflix and Magazine B: Google

Additional information

Weight 12 oz
Dimensions 9.75 × 7 × .75 in
Publisher

JOH

Pages

148

Size

6.69 X 9.45in

Issue #

83