YouTube was launched on December 15, 2005, by three former employees of PayPal. The founders of YouTube, Steve Chen, Chad Hurley, and Jawed Karim created the website with the belief that “ordinary people would enjoy sharing videos” (1). Shortly after launching, YouTube was attracting up to 25 million viewers per day. Now, YouTube is the second most visited website, surpassed only by its parent company, Google (1).
Unlike other media platforms, YouTube was available to anyone with internet access free of charge. Users of YouTube began posting new types of video content such as vlogging, gaming, and DIY videos (2). As more content was uploaded to the site, people shifted their interests to this free platform. Traditional media outlets such as TV, newspapers, and news outlets had to adapt their content style and delivery to stay relevant (2).
Like many other online platforms, YouTube collects its users’ data. YouTube gathers data from visitors to the site without requiring a YouTube account. It uses unique identifiers tied to users’ browsers, applications, or devices. YouTube utilizes this information to enhance user experience (3).
When signed into a user account, YouTube collects personal information such as phone numbers, email addresses, uploaded content, payment information, and passwords. It also gathers unique identifier information such as device type and settings, location, operating system, phone number, and internet provider (3).
YouTube stores its users’ video data, including search terms, watched videos, ad interactions, purchase activity, and synchronized browsing history. YouTube does not sell any of its user data. Instead, it uses this data for the following purposes:
- to maintain and improve their services
- develop new services
- provide personalized content and ads
- measure performance
- communicate with users
- ensure security
Data Collection involves gathering raw data on user interactions (views, searches), personal information (emails, phone numbers), and technical details (device type, location). Information Organization structures data to identify user behavior patterns, demographics (based on device and location), and content preferences. Knowledge Insights derive from analyzing popular content, user engagement with ads, and platform usage trends, offering an understanding of how different demographics interact with the platform. Wisdom in Decision-Making applies these insights to enhance user experience, innovate, personalize, optimize performance, strengthen security, and communicate effectively with users (3).
YouTube has significantly changed the landscape of online advertising. Adults aged 18–49 are more impacted by YouTube ads than by any TV broadcaster. YouTube has introduced new advertising mechanisms such as skippable ads, marking a shift from traditional advertising outlets to digital (3).
Refrences:
(1): ayandre92, Harvey, H., Mahoney-Mosedale, C., Flanagan, M., Amato, C., Leibow, G., Whitfield, M., Sisk, L., Cameo, Gajula, M., Spencer, C., Cadogan, C., Kent, J., Straub, R., Michaelamazz, & Howard, M. (2023, March 2). The impact of YouTube on traditional media and Entertainment Industries. The Odyssey Online. https://www.theodysseyonline.com/impact-youtube-on-traditional-media/particle-1
(2): Encyclopædia Britannica, inc. (2024, February 26). YouTube. Encyclopædia Britannica. https://www.britannica.com/topic/YouTube
(3): Google. (n.d.). Privacy policy – privacy & terms. Google. https://policies.google.com/privacy?hl=en-US
(4): The history of YouTube advertising. Top Paid Media Experts for YouTube and Google Ads. (2023, February 23). https://yugomedia.co/history-of-youtube-advertising/