매거진 B (Magazine B) Vol.83 : Youtube

02 INTRO

08 PUBLISHER'S NOTE

12 TIMELINE
Viral YouTube videos that are still sensational ten years later

18 EXPERIMENT
Media consumption and YouTube search patterns of viewers by age group

26 OPINION: KEVIN ALLOCCA
Kevin Allocca, Head of Culture and Trends of YouTube

32 CREATIVITIES
New forms of content and rising genres of today

46 WORKSTATIONS
Equipment used by creators leading their genres

52 OPINION: NEAL MOHAN
Neal Mohan, Chief Product Officer of YouTube

56 ECOSYSTEM
How the video production hardware and software industries are ramping up their competitive edge and capitalizing on YouTube's growth

62 PRODUCT
YouTube as a product, continuously evolving in technology, design, and business

68 INDUSTRY
YouTube emerges as a comprehensive media brand with music and original content strategies

76 OPINION: C?CILE FROT-COUTAZ
C?cile Frot-Coutaz, Head of EMEA of YouTube

82 YOUTUBERS
Top YouTubers take the world by storm with their one-of-a-kind personalities and charisma

96 GAME CHANGERS
Legacy media entities and entertainment companies cross over into the world of viewer preferences and convenience

104 OUT OF THE BLACK BOXES
YouTube Space, supporting creators in production and encouraging ultimate creativity

110 BRAND STORY
The story of how YouTube opened a new horizon in the media ecosystem

120 PLATFORMS
Fierce competition among social media platforms for the upper hand

124 INTERVIEW: STEVE CHEN
Steve Chen, Cofounder of YouTube

130 INTERVIEW: ROBERT KYNCL, GAUTAM ANAND
Robert Kyncl, Chief Business Officer of YouTube
Gautam Anand, Managing Director of YouTube APAC

134 TRANSMISSION
Cases when YouTube takes over and expands the role of conventional media

138 BRANDS ON YOUTUBE
YouTube sparks changes in company and brand strategies for external communication

142 DIGEST
Information and figures about scale, growth, and trends in the YouTube ecosystem

148 REFERENCES
Publications and online resources that speak to YouTube's cultural influence

151 OUTRO