Analyse longitudinale de la stratégie d'une plateforme digitale : le cas YouTube

Details

Supervisors

Belleflamme, Paul

Faculty

Louvain School of Management
Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée
Master [120] : ingénieur de gestion, à finalité spécialisée

Abstract

This study focuses on the particular case of the YouTube platform. This website was created in 2005 and in a few years has become one of the giants of online video sharing. Starting from nothing, the website is now present in more than 100 countries and translated into 80 languages. The American giant has become a serious competitor for the television channels and the pandemic crisis reinforces its advantageous position on the audiovisual market. This descriptive and analytical brief attempts to shed light on the often hasty comparison between television and the video sharing platform. Above all, it highlights the different strategic decisions taken by the company in order to achieve this success and to continue to keep the advantage in the long term. Thus, this work attempts to provide an answer to the following question: Our work is divided into two main parts, the first one will expose the context in which YouTube appeared, its initial position in front of television as well as in the video on demand market. The second part will be the core of the analysis. It is divided into three sub-sections: the comparison between YouTube and television, the strategic decisions taken by the company in order to strengthen its uniqueness, and the current development implemented by the platform.