The Influence of YouTube on the Growth and Success of Over-the-Top (OTT) Media: A Study

( Vol-10,Issue-4,May - June 2024 )

Author(s): M. Venkata Sai Koushik, Dr. A. Manikandan, Dr. A. Rushikesava, Dr. J. Anil Premraj, R. Ajayendra, Dr. P. Gopikrishna, Chen Chen E. Dasigan, R. Nivardhan, R.L. Sriyutha

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Page No: 47-59
DOI: 10.22161/ijaems.104.7

Keywords:

YouTube, OTT, Social Media, Viewers, Content, Internet, Monetization, Subscribers, Shorts, Algorithm, Trending, Hashtags, Network, Videos.

Abstract:

This study examines how YouTube shapes OTT media. It looks at visual storytelling, marketing, influencer partnerships, and user-generated content that builds audience loyalty. YouTube's discovery features and creator-audience interaction influence content and marketing. The study also explores how YouTube generates revenue for both OTT platforms and creators. Overall, it explores their interconnectedness in today's media world.

Received: 12 May 2024; Received in revised form: 15 Jun 2024; Accepted: 22 Jun 2024; Available online: 30 Jun 2024

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