The purpose of this study was to build a theoretical framework to understand the delivery of video-based performance analysis by youth soccer coaches in England. Data were collected from interviews with 14 English youth soccer coaches, who had used video-based performance analysis for more than 3 years in their coaching practice. Using a grounded theory methodology (Strauss & Corbin, 1998), data were analyzed and conceptual links between concepts were theorized. Categories regarding contextual factors, delivery approach and targeted outcome were highlighted. Results are compared against existing coaching literature to provide a more realistic representation of the phenomena for the education of coaches.