Task 3- Research report for YouTube and their
partnership
In
this report, I will research into how YouTube have built their audience aligned
with their viewing platform and analyse why YouTube have other partnerships and
how it benefits
YouTube.
YouTube started out as a small company located on top of restaurants it had
little staff to begin with after being established on the 14th of February. It
was a site for broadcasting videos and communicating with others logged on.
After, two years if release the community already began to receive recognition
and had partnerships with the three filming companies e.g. MGM, Lions Gate
Entertainment and CBS to advertise their upcoming shows. From these following
partnerships this gave YouTube opportunities and benefits to improve the
company for future projects that could further expand YouTube.
Five
years after release the expansion for the site was able to reach 23 countries
across 24 different languages. The expansion of the digital platform gave
people access to go on the site which made videos view count exceed the amount of
people that clicked and viewed a video. For example, the most viewed video in
2010 was Lady Gaga’s music video Bad Romance with 196 million views. The reason
why the video received so many views was because of the originality and content
that she portrayed through the mise-en-scene of her music video. She was known
for her having songs to look based on the unordinary and seemed to have no
boundaries when expressing herself. The help of the expansion allowed her video
to connect to different audiences in the 23 countries YouTube reached. Her
targeted audience for her videos would appeal to people ages from 11 to 20+ as
it was accessible to any ages of people that know and use YouTube.
Another
reason she was able to hit more than a million views was because of the product
placement and assets used such as the costumes, accessories, settings,
choreography and soundtrack. The objects used in the music video always had
this edge to them making it different to what you would see today. Her
uniqueness and perspective of music was different that made people want to
watch her videos.
In
May 2010, YouTube created an event called “My YouTube Story” to celebrate their
five-year anniversary. Youtubers created video montages and playlist by
celebrities. It then created the slogan “Broadcast Yourself” which signifies
what YouTube is about making videos to connect with others. As Youtube’s
expansion grew so did the quality if the videos and content change for example,
vlogging, live videos, and viral videos over 200 countries. Due to expansion of
YouTube began to grow partnerships with other companies allowed e.g. Vevo to
upload music videos made by Artist. From this partnership YouTube benefited
receiving live session videos or behind the scene footage to feature on their platform.
This partnership allowed money to go to both companies and gain more audiences
to watch the content from the vevo YouTube channels. It now has over 250
partnerships being a free site to anyone.
When
google+ integrated with YouTube this helped made the website into a social
networking site allowing notifications and new feed that gave updates on recent
uploads of subscribed YouTube accounts. People using the site could be given
recommendations of other people that upload similar contents. This brought more
people to work with YouTube as they saw what benefits you could work from
making videos. E.g. The YouTube account called Smosh made a lot with their
videos from YouTube and made their own company to make videos. After a while
they stopped making videos and continued working in their company. Some ‘Youtubers’
were able to have a book published.
In
conclusion, YouTube started off from as a small studio based office to an
expanding platform for broadcast videos. The company's expansion lead to the
change of video to be in the way we watch or film. Also, the way we can portray
narratives in videos that can be used to promote awareness to topics targeted
at audiences of different age groups. For example, the short ads in between
breaks of videos, the google ads advertise on how you can use their search
engine. The videos are aimed at all people of all genders, ethnicity
and ages who watch videos on YouTube.
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