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INTRODUCTION YouTube is a free video sharing platform that allows users to create, upload and watch video content online. Any user can create their own channel, where will appear their videos, he can also follow channels of other users, comment and share their videos. YouTube’s vision is to give everyone a voice, to evolve video, and to make partners and advertisers successful. (Doliver et al, 2012). Thanks to the feature – YouTube Analytics, one can track what kind of users are watching their videos, how often, from where etc. YouTube is on the second place among the most visited websites in the world, giving the primacy to Google (Alexa, 2018). Being one of the most popular and visited websites nowadays, YouTube represents a powerful source for marketing and business activities. During the decade that YouTube exists, it became a cultural phenomenon, has made famous millions of people and has even created its own community. “YouTube shows that ordinary people have things to communicate. It challenges the ideas of a mass audience. It cuts across categories, it is not merely a video sharing site; it is more important than a social media site; it is more than a communication channel; it is more than a place for creativity; it is more than a place for semi-private sharing; though it is all these things.” (Soukup, 2014, p. 25). Many of us spend a lot of time browsing this website, especially younger people who grew up in the internet era. We have our favorite channels, our favorite bloggers and shows. That is why this subject is very actual and interesting for lot of people. As of today, there is still a relatively small amount of studies and researches about YouTube, as it has been around for just slightly more than a decade. Therefore, my work can contribute to this and help to better understand the mechanism of its functioning. The primary objective of this thesis is to describe the economic model of YT, compare YT to regular TV and examine how YT can replace traditional TV. In the first chapter I will describe the YT platform and will show the history of its development. In the second chapter I will show possible ways of monetizing related activities on YouTube, I will also talk about influence of YouTube stars and how marketers use this influence to promote brands. In the third chapter I will compare YouTube with traditional TV, I will analyze the reasons of TV’s decline and I will try to understand if YouTube could replace TV. In the fourth chapter I will show some alternatives to YouTube and will compare YT with them. 7PDF Image | Youtube a new era of TV
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