Abstract
This study attempts to identify the structure in which YouTube has been able to grow rapidly. Also, this study seeks to find out the structure that constrains YouTube’s growth. Several entities were involved in YouTube’s growth, so a causal map analysis was used to consider them as a system. The results are as follows. Five partial causal maps and one comprehensive causal map related to YouTube are drawn. A few implications are derived from these causal analysis. First, YouTube’s credibility plays an important role in YouTube growth. Second, the discrimination ability of YouTube algorithms should be improved quickly. Third, if YouTube constrains a YouTuber, detailed explanations are needed on why and how to solve it. Fourth, it is also necessary to consider increasing reliability by improving video recommendation algorithm that only pursue advertising revenue currently. Fifth, YouTube needs to increase the subscription service ratio. Sixth, improving the mobile interface is required to maintain viewing time of YouTube.
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