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Case
YouTube, Google, and the Rise of Internet Video
Author(s)
Although Google had a stellar performance in Web search, many of its other services, such as Google Video, were less successful. This case describes how YouTube came to dominate the video market for user-generated content (UGC), while Google Video tried various entry strategies and ultimately failed, ending with the acquisition of YouTube. It also reviews the various competitors in the UGC market, chronicles the entry of established and new players in the area of professionally generated content (PGC), and outlines the key challenges related to monetizing the acquisition of YouTube for Google.
Date Published:
05/20/2009
Discipline:
Marketing;Strategy;Technology
Key Concepts:
Critical Mass, First Mover Advantage, Growth Strategy, Convergence, Industry Development, Winner-Take-All Competition
Citations:
Cool, Karel O., Matt Seitz, Jason Mestrits, Sona Bajaria, Uday Yadati. YouTube, Google, and the Rise of Internet Video. 5-408-752 (KEL403).
