TY  - JOUR
AB  - Although Google had a stellar performance in Web search, many of its other services, such as Google Video, were less successful. This case describes how YouTube came to dominate the video market for user-generated content (UGC), while Google Video tried various entry strategies and ultimately failed, ending with the acquisition of YouTube. It also reviews the various competitors in the UGC market, chronicles the entry of established and new players in the area of professionally generated content (PGC), and outlines the key challenges related to monetizing the acquisition of YouTube for Google.The case discusses when and how to enter winner-take-all markets characterized by very strong network externalities. It focuses on the strategies of new entrants vs. those of incumbents in adjacent industries that seek to leverage their resources and skills. Further, it sheds light on how new industries are created, how convergence is changing competitive forces, how important it is to be a first or late mover in new markets, and how successful entrants may struggle to achieve profitability.
VL  - 
IS  - 
SN  - 2474-6568
DO  - 10.1108/case.kellogg.2016.000421
UR  - https://doi.org/10.1108/case.kellogg.2016.000421
AU  - Cool Karel
AU  - Seitz Matt
AU  - Mestrits Jason
AU  - Bajaria Sona
AU  - Yadati Uday
PY  - 2017
Y1  - 2017/01/01
TI  - YouTube, Google, and the Rise of Internet Video
T2  - Kellogg School of Management Cases
PB  - Kellogg School of Management
SP  - 1
EP  - 25
Y2  - 2024/04/27
ER  -