Abstract
YouTube, the pioneering video social media platform, boasts a staggering 2.2 billion monthly active users, ranking as the second most-used platform globally. With 81% of U.S. adults using YouTube, its potential is undeniable. This article provides a comprehensive analysis of the rise of YouTube, its marketing strategies, and its impact on the digital media landscape. YouTube’s success stems from its openness, innovativeness, and cooperation with Google, especially in video advertising, making it a major channel for digital advertising. The article also explores the challenges YouTube faces, such as threats from competitors and user privacy and data protection issues. Finally, the article offers recommendations to address these challenges and further strengthen YouTube’s leadership in digital media. YouTube’s impact on digital marketing is undeniably cementing its status as a leading video-sharing platform and cultural phenomenon. The article aims to provide valuable insights and inspiration for digital media practitioners and researchers by delving into YouTube’s success.
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