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- Title
Between broadcast yourself and broadcast whatever: YouTube's homepage as a synthesis of its business strategy.
- Authors
De-Aguilera-Moyano, Miguel; Castro-Higueras, Antonio; Pérez-Rufí, José-Patricio
- Abstract
YouTube is a company representative of its original context, Web 2.0, that originally positioned itself as an open and collaborative platform to broadcast videos created by all kinds of users; their slogan was, and remains, Broadcast yourself. The acquisition of YouTube by Google introduced it in the search for profit in the framework of OTT (over the top) communication. The YouTube homepage reveals the successive business policies followed by the platform. In this work we analyze the evolution of the unlogged homepage of YouTube Spain between 2009 and 2018. We observe the gradual disappearance of the videos produced by private users and its replacement by those made by professional users (youtubers) and cultural industries. There is a remarkable parallelism between the implementation of business models and the greater or lesser recommendation of video from one kind of user or another.
- Subjects
YOUTUBE (Web resource); BUSINESS planning; WEB 2.0; GOOGLE Inc.; BUSINESS models
- Publication
El Profesional de la Información, 2019, Vol 28, Issue 2, p1
- ISSN
1386-6710
- Publication type
Article
- DOI
10.3145/epi.2019.mar.06