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YouTube

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In 2005, three employees at PayPal came together to cofound YouTube, an online platform where users could upload and share video content with a quickly growing audience. YouTube encouraged the average internet users to tap into their creativity and equipped 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 for the website. Going the extra mile to share ad revenue with creators, YouTube has fostered a new creative class of “YouTubers” and effectively spawned a new ecosystem of successful one-person media companies. Magazine B is an ad-free publication offering an independent perspective on well-balanced brands from around the globe.

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 of YouTube

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 of YouTube

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 of YouTube

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

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