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Youtube Money: The Impact Of Brand Management On Online Video Companies, Samantha Perry
Youtube Money: The Impact Of Brand Management On Online Video Companies, Samantha Perry
Honors Program Theses
Many YouTube channels today operate not only as miniature media outlets, but as fully functional media companies operating independently through advertising revenue. The top creators of content on YouTube bring in millions of dollars of revenue each year. This thesis seeks to answer the question of how content creators can harness the power of brand management strategy in order to maximize revenue and grow their audiences over time. I overview current trends among content creators industry-wide, and then focus on a group of channels to analyze their brand management habits on- and off-line. I then examine data from brands’ videos …