Professional Communication: A Report on YouTube's Business Model

This report provides an in-depth analysis of YouTube, focusing on its role as a leading video streaming service. The report begins with an introduction to YouTube, highlighting its origins and key features. It then delves into the company's strengths, particularly its excellence in providing video streaming services and its large market share, attracting a vast customer base and offering educational content. However, the report also critically examines the issue of censorship on YouTube, discussing the challenges and criticisms associated with content moderation. The conclusion summarizes the findings and offers recommendations for improvement, emphasizing the importance of customer satisfaction. The report is supported by references to academic sources, providing a comprehensive overview of YouTube's business operations and challenges.

Professional Communication skill

Professional communication skill
Table of Contents
1.0 Introduction.........................................................................................................1
2.0 YouTube..............................................................................................................1
2.1 YouTube excels in providing best video streaming services...........................1
2.2 Large market share...........................................................................................2
2.3 Censorship in YouTube....................................................................................2
Conclusion and recommendations.............................................................................3
References.................................................................................................................4
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Professional communication skill
1.0 Introduction
YouTube is known as the biggest American video sharing website and headquarter of the
company is in San Bruno California. The services of the company are set up by the three former
PayPal employees Chad Hurley, Steve Chen and Jawed Karim. YouTube was established on 14
February and the CEO of the company is Susan Wojciciki. YouTube is known as the parent
company of Google. There are also video hosting services which are offered by the company on
the global platform and also the users post the videos which can be accessed easily. It can be
simple for the customers to access the videos form any place (Bellis, 2017).
2.0 YouTube
2.1 YouTube excels in providing best video streaming services
One of the major aspect in which the company excels is concerned with providing the
best video streaming services. It can be analyzed that YouTube is one of the largest and famous
company who provide best services on the global platform. It has been investigated that videos
can be accessed easily by the customers from any place. By considering this platform, the
customers can easily focus on the videos of their interest in every field. The data is concerned
with the recent news and also for the entertainment which can be seen on the website (Agnihotri
et al., 2016).
By surfing of YouTube it can be simple for the customers to focus on viewing any
episodes which are showcased on the television. It is considered as the best platform that can
assist the consumers to attain knowledge and also to make the people aware about the recent
news. It has been investigated that there is no such platform available for the consumers to see
the videos but YouTube is considered as the largest platform through which it can be easy to
view videos of their choice in HD quality (Burgess and Green, 2018).
If Facebook is taken into consideration as a comparison with YouTube it can be analyzed
that the services which are offered by the company are better as compared to Facebook. There
are many people who open their account on the YouTube so that they can easily view the videos
of their choice and can upload it. The services which are offered by the company are accepted
by the consumers and also the large market share has been grabbed by the company in the
competitive environment. YouTube attained success by providing range of videos to the
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customers. The consumers can easily see the channels of their choice which is directly enhancing
the satisfaction level of the customers. The success is attained by the company just because of
the effective services offered in the market (Braun et al., 2017).
2.2 Large market share
Another aspect is concerned with the customer base which is large of the company. It has
been investigated that company has attracted the customers towards the services. In the present
era, the majority of customers are using the services of the company to see the videos and also
through that they can easily watch the videos. It is also a platform which also imparts education.
There are many videos which are showcased and through that it can be easy to impart knowledge
to the people. It is a platform which helps the people to attain and practice various different ideas
(Welbourne and Grant, 2016).
For example: the college dance group stats their page and start uploading their dance
videos so that people who are interested in dance can watch it easily. By increasing the entire
range of view it can be simple to earn more. So, it can be analyzed that it is not only a platform
of education but also it is a source through which money can be earned by the people. By
uploading the videos people fix their income by focusing on the views of the people on that
particular videos. If there are many viewers then individual who uploaded the videos can easily
earn more profits or money (Huang et al., 2015).
So, it is necessary for the individual to increase their overall followers. The individual get
attracted towards the website and also to the services which are given to the company. It has
been seen that company has the good customer base through which it can be easy to earn profits.
YouTube is also known as the platform that can assist the company to attain the competitive
advantage in the market. It has been investigated that people can easily learn and acquire the
skills by focusing on the videos that are uploaded the experts and by the educational
departments. In the recent scenario, it has been seen that it can be easy to acquire the knowledge
by accessing the YouTube website. The individuals also attain the new skills by focusing on the
videos that are uploaded by the company like videos of fashion and food (Alphabet, 2017).
2.3 Censorship in YouTube
Censorship is considered as the aspect that the company is criticized for. It has been
examined that there are many cases in which the problems related to the customers takes place.
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The videos that are not good in nature are censored by the company. When the people complain
about it then it can be easy to consider the time that can help to remove the videos. This is also
known as the biggest issue that can be faced by the users. In reference to the company it has been
seen that YouTube has prohibited the post of the videos which violate the entire copyright and
also the illegal act. The videos which are not considered and unethical for the society are also
broadcast by the people of the company. It has seen that it has adversely affected the mindset of
the consumers. It has also been investigated that due to this there are many parents who are more
conscious for their children because the company open all the videos for the people. There are
also many videos which are not better for the people to view (Siersdorfer et al., 2010).
YouTube is also criticized because the people ask questions which are related to the
website and also they need answers for the same. But due to ineffective services the company is
not able to provide good response and it can create negative image in the mind of the consumers.
It has also been analyzed that company has been criticized for the immature community.
There are various comments that are created by the YouTube and also there are various
customers who are offering rude comments to the people. When the people ask any queries then
it is necessary for the company to give instance reverts but it has been seen that YouTube is not
considering the queries of the consumers which has also created the negative thought in the
customers mind (Alhabash et al., 2015).
Conclusion and recommendations
By evaluating the report it has been concluded that YouTube is one of the largest
companies in offering the services related to the videos. It has been analyzed that the company
attained the large market share and also due to this it can be easy to attain profits. So, it has been
seen that company should be criticism by offering quick responses to the customers so that their
satisfaction level can be enhanced.
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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.
Alphabet., 2017. Alphabet 10-K. [Online] Alphabet. Available
at: https://abc.xyz/investor/pdf/20171231_alphabet_10K.pdf [Accessed on 16 September 2018].
Bellis,M., 2017. Thought Go [Online] Alphabet. Available
at: https://developers.google.com/youtube/v3/ [Accessed on 16 September 2018].
Braun, P., Cuzzocrea, A., Doan, L.M., Kim, S., Leung, C.K., Matundan, J.F.A. and Singh, R.R.,
2017. Enhanced prediction of user-preferred YouTube videos based on cleaned viewing pattern
history. Procedia Computer Science, 112, pp.2230-2239.
Burgess, J. and Green, J., 2018. YouTube: Online video and participatory culture. John Wiley &
Sons.
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.
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.
Welbourne, D.J. and Grant, W.J., 2016. Science communication on YouTube: Factors that affect
channel and video popularity. Public Understanding of Science, 25(6), pp.706-718.
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