MEMORANDUM

Date: September 18, of 2019

From: Mariana Arias, Ingrid Gomez and Nicolás Luque

Subject: Youtube

1. How has YouTube changed the way to show online content and used the platform to
provide advertisements options?

YouTube was created in February of 2005 in California, it’s a platform that is used by many

users around the world. It became a daily habit for internet users. After a period of time

YouTube began to make many changes and one of the biggest ones occurs in 2011 that was

the redesign of the platform in form of tv style channels. (Teixeira and Kornfeld, 2015)

The first video that YouTube upload was a clip of eighteen seconds call “Me at the zoo”, the

one that was created and uploaded by Jawed Karim, one of the creators of this platform,

nowadays this video has 48 million views (Jaimovich, 2018), but we can’t leave beside the

video of Nike with the commercial of Ronaldinho, the one that attract the attention of the

advertising market. This commercial was the first video on YouTube with more than one

million views. (DT, 2018)

YouTube started to change the way they show the online content when in 2006 they started to

take part as one of the subsidiaries of google. This platform began to present advertising in its

videos, creating advertisement partnerships in June 2006 with NBC, in March 2007 with BBC

for three channels one for news and two for entertainment. In November 2008 this platform

reached an agreement with MGM, Lions Gate Entertainment and CBS allowing the companies

to post full - length films and TV episodes exchanging it for publicity. As it can be seen in the

up, YouTube changed the way they show it’s content since it stop being just the traditional
users videos. (New Job Hunter, 2018)

As it is already known YouTube is a platform where users can see videos, also that through

this platform you can upload direct videos and rec them to share it after. This platform create

advertising for brands through six different ways: TrueView ads, non-skip video ads that

cannot be skipped, Bumper ads, Sponsored card ads, In-video overlay ads and Display ads.

(Law, 2019)

A report published by “We Are Social and Hootsuite”, shows that the use of Social Networks

has grown markedly over the past few years, which has led to an average of more than 3,000

million people who use the social networks in the world monthly. According to the study, the

most used social networks and social platforms are Facebook, YouTube, What’s app and

Facebook Messenger.
In the next graph we will see the social media more used for the different users.

(Neoattack, 2019)

In the next graph we will see the social media more used for the different users and as we can

see YouTube is in the second place of the most used social networks worldwide after

Facebook, with 1500 users, that is, 500 users less than Facebook. This depends on the use

that each user gives to each social network, since they meet different characteristics.

(Neoattack, 2019)
2. How can the YouTube brand compete against other platforms (HBO, Hulo, Netflix, and
Disney +) that charge a price but offer exclusive series and movies?

(McCarthy, 2014)

As it is seeing in the previous graph, for 2014 the most viewed platform was YouTube with

48% following Netflix with 22% and in fourth place Hulu with 8% of people's time.

Taking into account that although payment platforms are booming YouTube is still one of the

preferred by users compared to the others.

In recent times many other platforms appeared such as Netflix, Hulo, HBO, FOX, DISNEY +

among others that offer an exclusive service that must be paid by users, where customers

where they can see a large amount of content that does not appear on any another place.

However, YouTube competes in various ways with the other platforms, not only with its new

premium YouTube which must also be paid by customers monthly to be able to enjoy video

without interruptions, download the content to enjoy them at any time and download the
music application and enjoy it without interruptions (YouTube, 2019). It also does it by being a

free platform that allows users to access all kinds of information they need freely. On the

other hand, it has applications such as YouTube Kids, YouTube Gaming and YouTube Music

where users can enjoy their time in different ways and with different types of content.

Recommendations:

Finally, over time, online platforms have taken a great position in the market since they have

allowed consumers to have access to both the information and entertainment they want at the

time they want and thus enjoy their preferred content.

These platforms, like television, are a great way to advertise because they reach many people

around the world and this helps to capture the attention of more public.
WORDCLOUD

1. (New job hunter, 2018). YouTube. [online] Available at:

https://newjobhunter.blogspot.com/2018/12/youtube.html [Accessed 17 Sep. 2019].

2. DT, R. (2018). YouTube: cuando Ronaldinho revolucionó internet con un video. [online] El

Comercio. Available at: https://elcomercio.pe/deporte-total/futbol-mundial/youtube-dia-

ronaldinho-destrozo-internet-video-noticia-490131 [Accessed 15 Sep. 2019].

3. Jaimovich, D. (2018). La historia detrás del primer video que se subió a YouTube. [online]

Infobae. Available at: https://www.infobae.com/america/tecno/2018/04/23/la-historia-

detras-del-primer-video-que-se-subio-a-youtube/ [Accessed 15 Sep. 2019].

4. Law, T. (2019). Publicidad en YouTube para principiantes: cómo anunciarse en YouTube.

[online] Oberlo. Available at: https://www.oberlo.com.co/blog/publicidad-en-youtube-

principiantes [Accessed 16 Sep. 2019].

5. McCarthy, N. (2014). Infographic: People Still Prefer Watching Free Videos Online. [online]

Statista Infographics. Available at: https://www.statista.com/chart/2353/people-still-

prefer-watching-free-videos-online/ [Accessed 17 Sep. 2019].

 6. Neoattack. (2019). Las 24 Redes Sociales más usadas del Mundo en 2019 - NeoAttack.

[online] Available at: https://neoattack.com/redes-sociales/ [Accessed 17 Sep. 2019].

REFERENCES:

7. Teixeira, T. and Kornfeld, L. (2015). YouTube for Brands. Harvard Business School.

8. YouTube. (2019). YouTube Premium - YouTube. [online] Available at:

https://www.youtube.com/premium [Accessed 18 Sep. 2019].