Specifics of YouTube Functioning as a Popular Video Hosting Platform in the Modern Internet Space

Abstract

The purpose of the article is to study the main aspects of the development of YouTube video hosting in the modern Internet space and to analyse the strategy for improvement and competitiveness of YouTube as a popular media platform. Research methods. The methodology is based on applying analytical, systemic, empirical, comparative and functional methods. In particular, the author analyses the features of the Internet space as a multi-component integral system, where a high degree of interactivity and consumption of Internet resources can be traced through video hosting; determines that YouTube is the key video hosting; summarises the advantages of YouTube among other video hosting; identifies the problems and contradictions which have caused the platform to be criticised; identifies the main factors contributing to the growth of competitiveness since the creation of the website, as well as the algorithms of YouTube’s functioning in the modern Internet space and the ways to improve it. The scientific novelty is to clarify the specifics of the fundamental properties of the functioning and competitiveness of YouTube video hosting; to predict algorithms for improving the platform, and to identify some technological innovations and tools that will contribute to YouTube’s leadership on the World Wide Web. Conclusions. Today, the Internet is a powerful platform that consumers are actively using. Video hosting services are quite popular among Internet formats, as they experiment with various content in specific market conditions. This very web service is a platform for the potential representation of content, which is updated through active requests and views of recipients. In the context of war, modern machine learning algorithms make it possible to create a regression model that is best suited to choosing a strategy for creating and promoting Ukrainian-language content on video hosting services. YouTube is a powerful online video hosting platform that is constantly improving and experimenting with various content in specific market conditions. While maintaining its leadership position, YouTube is expanding its interaction with other social networks, streaming platforms and services and is confidently competing with many video hosts. YouTube is not just a project, but an empirical reality that is dynamically developing and reflects new high-quality content driven by specific communicative functions, forming a value basis in the process of functioning.