{"title":"Analyzing the Reasons of Stable Development of YouTube Short Video Market","authors":"Ruoni Xiong","doi":"10.54254/2754-1169/102/2024ed0063","DOIUrl":null,"url":null,"abstract":"YouTube Shorts were released globally in July 2021. Before the launch of YouTube Shorts, the revenue of YouTube in the first quarter was $6.01 billion; however, after the launch of YouTube Shorts, the revenue of YouTube in the second quarter reached $7 billion, a year-on-year increase of nearly 84%. The goal of this paper was to identify strategies for YouTube to maintain its position in the short video market through policy formulation. This paper takes YouTube-operated YouTube shorts as a case to conduct a detailed analysis and apply the marketing mix theory of the 4Vs to analyze variation strategy, versatility strategy, and value strategy, respectively. The three suggestions for each strategy are to introduce more original contexts, improve its social functions, strengthen the introduction of intellectual content, and expand content boundaries. The main purpose of this topic is to investigate strategic policies that encourage the development of short video media.","PeriodicalId":104305,"journal":{"name":"Advances in Economics, Management and Political Sciences","volume":"49 8","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Advances in Economics, Management and Political Sciences","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.54254/2754-1169/102/2024ed0063","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
YouTube Shorts were released globally in July 2021. Before the launch of YouTube Shorts, the revenue of YouTube in the first quarter was $6.01 billion; however, after the launch of YouTube Shorts, the revenue of YouTube in the second quarter reached $7 billion, a year-on-year increase of nearly 84%. The goal of this paper was to identify strategies for YouTube to maintain its position in the short video market through policy formulation. This paper takes YouTube-operated YouTube shorts as a case to conduct a detailed analysis and apply the marketing mix theory of the 4Vs to analyze variation strategy, versatility strategy, and value strategy, respectively. The three suggestions for each strategy are to introduce more original contexts, improve its social functions, strengthen the introduction of intellectual content, and expand content boundaries. The main purpose of this topic is to investigate strategic policies that encourage the development of short video media.