YouTube Channel Growth How Native Content Strategies Will Underpin Success

Tim Mulligan

March 2015

YouTube’s first decade established the video category that is still widely referred to as short form video, even though it is only music videos that any longer cling religiously to the few minutes format. Ten years on, YouTube’s channel hierarchy is emerging not just as the key navigation interface but also the foundation of a new content creator ecosystem. Alongside music, native YouTube creators are the fastest growing category of channels and dominate site revenue views and subscribers.

Companies mentioned: YouTube, Vessel, Smile Time, Netflix, BBC, Hulu, Facebook, Twitter, twitch

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