YouTube - Publications - Faculty & Research

February 2013
Case

YouTube Channels

By: Sunil Gupta and Dharmishta Rood

In December 2011 YouTube launched a website redesign that made Channels the central focus of the site. This redesign was the company's first foray into a strategy designed to foster long-form user engagement. YouTube invested $100 million in 100 Channels, often created... View Details

Keywords: Competition; Internet and the Web; Entertainment; Growth and Development Strategy; Entertainment and Recreation Industry; Media and Broadcasting Industry

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Educators

January 2014 (Revised February 2015)
Case

YouTube for Brands

By: Thales Teixeira and Leora Kornfeld

This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos... View Details

Keywords: Marketing; Internet and the Web; Decision Choices and Conditions; Digital Marketing; Brands and Branding; Advertising Industry; Motion Pictures and Video Industry; Entertainment and Recreation Industry

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17 Feb 2021
Video

aga youtube

17 Feb 2021
Video

ghandour youtube

17 Feb 2021
Video

rahman youtube

March 2023
Case

MrBeast: Building a YouTube Empire

By: Anita Elberse and Oliver Band

Wednesday November 16, 2022 was a historic day in the ascent of Jimmy Donaldson, better known as MrBeast, to the top echelon of YouTube creators. That day he became the YouTuber with the most subscribers ever—a total of 112 million. The meteoric rise of the 24-year-old... View Details

Keywords: Philanthropy and Charitable Giving; Power and Influence; Internet and the Web; Entrepreneurship; Growth and Development Strategy; Motion Pictures and Video Industry; Entertainment and Recreation Industry

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30 Jul 2021
Video

Peter Wharton-Hood youtube

13 Nov 2020
Video

Naina Kidwai YouTube

10 Feb 2021
Video

al barwani youtube

19 Nov 2020
Video

Bansal YouTube

01 May 2019
What Do You Think?

What Should the Leadership of YouTube Do?

ground and long-term viewership. As realJoannLyles put it, “YouTube t-h-i-n-k-s it has a suppression problem. Instead, YouTube has a moral problem ” David Wittenberg added, “There's no ‘right answer’ here. No matter what View Details

Keywords: by James Heskett; Entertainment & Recreation; Media & Broadcasting

13 Nov 2020
Video

Lilian Simbaqueba YouTube

01 Sep 2010
News

You’ve Been YouTubed

media, analyzing the reach and impact of a clever customer complaint music video produced by Canadian musician Dave Carroll when his attempts to recoup the value of his guitar (broken in transit) are stonewalled for over a year by United Airlines. Posted on View Details

Keywords: Julia Hanna; social media; Advertising, Public Relations, and Related Services; Professional Services; Air Transportation; Transportation

December 2015
Teaching Plan

YouTube for Brands

By: Thales S. Teixeira and Matthew G. Preble

This teaching plan is designed to support Thales S. Teixeira's and Leora Kornfeld's "YouTube for Brands," HBS No. 514-048. View Details

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01 Mar 2008
News

Centennial Goes YouTube

What’s the first adjective that comes to mind when you hear the word centennial? Be honest. I bet it’s not fun, or entertaining, or cool. Now get ready for a surprise. The Knowledge and Library Services folks at the Baker Library | Bloomberg Center have launched a fun,... View Details

Keywords: Roger Thompson; Business Schools & Computer & Management Training; Educational Services