YouTube Company Report: Strengths, Weaknesses, and Strategy

This report provides a comprehensive analysis of YouTube, the leading video-sharing platform. It begins with an executive summary highlighting YouTube's strengths, including its high-quality video streaming services and extensive customer base. The report delves into YouTube's large coverage network, emphasizing its impact on various age groups and its role in knowledge dissemination. However, it also addresses the criticism surrounding censorship and inappropriate content, discussing its impact on customer satisfaction and brand image. The report concludes with recommendations for YouTube to improve its customer service and address censorship issues to maintain its market leadership and enhance user satisfaction. The analysis is supported by references to relevant academic sources.

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Executive Summary
YouTube is the biggest company in the video sharing sector. The paper discusses about the
two aspects in which company excels. The two aspects in which the company excels relates
with good quality video streaming services and large coverage network. These are the two
factors that helped the company in accomplishing the set goals and objectives in the highly
competitive business world. But on the other hand, censorship is the aspect for which
YouTube is criticized. Therefore, it can be said that it is necessary for the company to focus
on boosting the customer satisfaction so that profitability can be enhanced.
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Table of Contents
1.0 Background of YouTube......................................................................................................1
YouTube.................................................................................................................................1
2.1 YouTube excels in offering good quality video streaming services................................1
2.2 Large coverage network...................................................................................................2
2.3 Censorship in YouTube....................................................................................................3
Conclusion..................................................................................................................................3
References..................................................................................................................................5
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1.0 Background of YouTube
YouTube is known as one of the largest American video sharing website and headquarter is
situated in San Bruno California. The overall operations of YouTube are set up by 3 former
PayPal employees Jawed Karim, Chad Hurley and Steve Chen. YouTube was originated on
14th February and Susan Wojiciciki is the CEO who has the aim to achieve large market share
in the highly competitive business environment. YouTube is known as the parent company of
Google (Burgess and Green,2018). Video hosting services are provided by the company and
also the user’s post the videos through which they can earn easily by posting videos.
YouTube provides a platform to access the videos from any place and it is one of the safest
platforms to view the videos.
YouTube
2.1 YouTube excels in offering good quality video streaming services
It can be examined that YouTube is popular because of good quality video streaming services
provided to the large audience. In the present era, YouTube is known as the largest and
famous organizations that offers best services and HD quality in terms of videos. It is also a
platform through which consumers can access the videos from any corner of the world.
Through YouTube, the consumers can emphasize on the videos in reference to their interest
in specific area. On website, there are different videos related to recent news and
entertainment that can be accessed easily by the customers (Huang et al., 2015).
Through surfing on YouTube, the customers can see any episode of their choice which is
shown on the television. It is a wide platform through which customers can easily gain
knowledge and also enhance awareness of the people in relation to recent update or news. It
can be said that presently, there is no such platform which exist for consumers to surf videos
apart from YouTube. Not only different videos are offered by the company but also HD
quality videos are showed which enhances the experience of the customers.
One of the best comparisons can be of YouTube and Facebook. It is noticed that services
provided by company are better as compared to Facebook (Pires and Simon, 2015).
According to Pew research Center survey, 85% of U.S teens, age from 13 to 17 uses
YouTube, 72% uses Facebook and 69% uses Instagram and Snap chat. So, by this data it can
be stated that majority of people are using YouTube to open their account so that they can
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easily view and upload the videos. The company provide subscription option to the customers
through which users can access the new videos. With the feature related to subscription, the
customers can see channels of their choice that directly enhance customer’s satisfaction level.
The goals and growth is achieved by YouTube only because of the best services provided to
the customers as compared to the competitors present in the market (Guardian, 2017).
2.2 Large coverage network
Another aspect is concerned with the customer base of YouTube. YouTube excels in this
aspect as well as the customer base is large. Presently, YouTube is pulling 1.8 Billion
customers every month and that’s only the users who are logged in, so it makes the company
Google’s one of the popular site in comparison to the users of Gmail. The large customer
base is maintained by the company as there are many channels that are dominated by the
YouTube producers such as PewDiePie and also Justin Bieber. In video streaming sector,
there is no comparison to YouTube in terms of the competition level (Business insider, 2017).
YouTube also provides the platform that imparts knowledge to different age groups
individuals. For instance: The dance group of the college open an account and start uploading
the videos and pictures, so the users who are interested in viewing the different forms of
dance will watch it easily. So, this also provides the chance to earn more by opening
YouTube channels. By uploading the videos, users can fix their income by emphasizing on
the views of users on the specific videos uploaded by them. If there are followers, then it
would be easy to earn more profits or it will help in making more money (Siersdorfer et al.,
2010).
2.3 Censorship in YouTube
One of the aspects in relation to YouTube is censorship and the company is criticized for the
same. It has been examined that there are many problems that has taken place with the
individuals. The videos that are not suitable for the people are not censored by the company.
Majority of the companies has complained for the same as these videos take time to hide the
videos. This is one of the issues that customer faces. In relation to the services of the
company, the positing of the videos are prohibited which also violate the overall copyright
and also the illegal act. There are videos that are not liked and are also not ethical for the
people living in the society. The videos that are not preferred by the people affects the mind-
set of the consumers. Just because of this issue, there are many families who are not allowing
using the YouTube as it is not beneficial for the children (Lange,2016).
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The company is also criticized for in effective customer service policy. The company
provides the platform to the customers to ask the questions but on the other hand, YouTube is
not able to solve the queries of the customers on time. It creates dissatisfaction among the
customers in relation to the overall activities of the company. By not providing prompt
response to the customers, negative impact has been seen on the customer’s base (Agnihotri
et al., 2016).
Issue related to inappropriate feedback is also the issue in relation to YouTube Company.
There are many comments that are posted on YouTube by the different individuals and there
are many people who give negative response to one another, so this is one of the major issues
that affect the brand image of the company. When users ask queries it is necessary for the
organization to response but it is examined that YouTube is not able to solve the queries of
the customers which direct create negative image among workers. Recently, YouTube has
been attacked by the advertisers for not censoring enough. So, it can be said that company is
criticized for the video’s and comments that are given by the customers. It is important for
the company to focus on giving response to the customer queries as it can help in boosting
the brand image of the company in the highly competitive business world (Alhabash et al.,
2015).
Conclusion
By evaluating the paper, it is said that YouTube is the largest organization in video streaming
industry. YouTube has attained large market area network and due to this the company is the
largest companies in the video streaming industry. YouTube excels in two areas like best
video streaming service and also large customer base. By having many users the company
has attained the large market area network which has positively affected the overall growth of
the business in the market. The last part emphasizes on the criticism aspect which relates with
censorship and immature community. To solve this problem, it is important for the company
to emphasize on giving quick responses so that criticism in relation to the operations of the
business can be resolved. If this issue is resolved, then it will assist to boost the satisfaction
level of the customers which will also create goodwill in the market.
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References
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Alhabash, S., Baek, J.H., Cunningham, C. and Hagerstrom, A., 2015. To comment or not to
comment?: How virality, arousal level, and commenting behavior on YouTube videos affect
civic behavioral intentions. Computers in human behavior, 51, pp.520-531.
Burgess, J. and Green, J., 2018. YouTube: Online video and participatory culture. John Wiley
& Sons.
Business insider., 2017. YouTube now has over 1.8 billion users every month, within spitting
distance of Facebook's 2 billion. [Online] Alphabet. Available
at: https://www.businessinsider.in/YouTube-now-has-over-1-8-billion-users-every-month-
within-spitting-distance-of-Facebooks-2-billion/articleshow/64032773.cms [Accessed on 12
September 2019].
Guardian., 2017. To censor or not to censor?. [Online] Alphabet. Available
at: https://www.theguardian.com/technology/2017/mar/21/youtube-advertisers-censorship [A
ccessed on 12 September 2019].
Huang, T.Y., Johari, R., McKeown, N., Trunnell, M. and Watson, M., 2015. A buffer-based
approach to rate adaptation: Evidence from a large video streaming service. ACM SIGCOMM
Computer Communication Review, 44(4), pp.187-198.
Lange, P.G., 2016. Kids on YouTube: Technical identities and digital literacies. Routledge.
Pires, K. and Simon, G., 2015, March. YouTube live and Twitch: a tour of user-generated
live streaming systems. In Proceedings of the 6th ACM Multimedia Systems Conference(pp.
225-230). ACM.
Siersdorfer, S., Chelaru, S., Nejdl, W. and San Pedro, J., 2010, April. How useful are your
comments?: analyzing and predicting youtube comments and comment ratings.
In Proceedings of the 19th international conference on World wide web (pp. 891-900). ACM.
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