YouTube

YouTube operates a multi-sided platform model centred on video and audio content distribution. It aggregates user-generated and professional content, provides discovery through recommendation systems, and delivers this content via web, mobile, connected TV and VR interfaces. It offers specialised surfaces and apps for music streaming, children’s content, live TV, short-form video, VR experiences and creator analytics and control.

Value is created for viewers through free access to a broad catalogue funded by advertising and optional paid upgrades for ad-free and enhanced functionality. Advertisers obtain large-scale, targeted video inventory integrated with Google’s advertising stack. Creators and rights holders receive access to distribution, analytics and monetisation tools (including Content ID and revenue share from advertising and subscriptions). The platform retains a share of advertising and subscription income as its primary economic capture, alongside additional revenue from transactional purchases and add-ons.

YouTube, LLC is a US-based online video and streaming platform owned by Google (Alphabet). It operates a global video hosting and distribution service that supports user-generated and professional content, live streaming, short-form video, music streaming, child-focused environments, virtual reality video, creator tooling and a US-only over-the-top live TV service.

The company generates revenue primarily from selling digital video advertising inventory and from consumer subscriptions across its various services. Its customers include advertisers purchasing reach and targeting, consumers paying for ad-free and premium video or music access, US households subscribing to its live TV service, and creators and rights holders who use the platform and associated tools to distribute and monetise content under revenue-sharing agreements.