Chapter

YouTube: The Intimate Connection between Television and Video Sharing

José van Dijck

in The Culture of Connectivity

Published in print January 2013 | ISBN: 9780199970773
Published online January 2013 | e-ISBN: 9780199307425 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199970773.003.0006
YouTube: The Intimate Connection between Television and Video Sharing

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Chapter 6 relates the history of YouTube, a community video-sharing site that initially, in 2005, presented itself as an alternative to television. Since its takeover by Google, in 2006, the site gradually absorbed more features of television while broadcasting increasingly incorporated aspects of online video-sharing. In 2012, YouTube’s interface looks more like a multi-channel television—a development that not all YouTubers equally appreciated. At the corporate level, Google changed its strategy from fighting its Hollywood foes in court to issuing partnerships, not only to facilitate the integration of professionally generated content with user-generated content on YouTube, but also to advance broadcasters’ further integration in the online ecosystem. The growing interdependence between television and video-sharing platforms simultaneously reflects and constructs the emergent culture of connectivity. The implications of conventional content industries integrating with search engines, measurement and advertising systems become poignantly visible at the governance and business level of the ecosystem, by comparing their various underlying mechanisms

Keywords: YouTube; Google; video-sharing; digital television; streaming video

Chapter.  9082 words. 

Subjects: Sociology

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