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CONCLUSION The main goal of this thesis was to examine YouTube from an economic point of view and by comparing it with traditional TV, to understand if YouTube could replace TV. During this study I have analyzed and described the economic model of YouTube, examined the phenomenon of YouTube stars and how they build a business on the website. I also studied the reasons, why YouTube is a lucrative field for marketers of big corporations and described how they use the popular website for product promotion. I analyzed the differences between YouTube and traditional TV, outlined their advantages and disadvantages and tried to understand the reasons of TV decline. This thesis helps to understand how rapid are changes in the world of internet services and how big influence has this world on our lives and behavior. Merit of YouTube for development of the world of entertainment is enormous, because the website started inevitable changes in this world and is continuing to change it. The biggest advantage of YT is that the website does not have any analogues, whereas it took such a market niche, where it has absolute monopoly. I described other existing video streaming services, but in my opinion, there is no real competitor for the popular website, as currently no one offers such a diversity of video content and no one has such dimensions. Certainly, being number one in the world of online streaming, YT wants to go further – become number one in the world of video entertainment and deprive TV of its monopoly. We saw, that in the meantime, YT does not represent a full substitute to traditional TV, instead acts more like a complement. But as the popularity of cable TV continues to decrease every year, we can only predict what will happen in the future. However, in my opinion, TV is not going to disappear absolutely, but only transform into the new form, that would more suitable and adequate to the modern needs. Those TV channels which are capable to change their business models, will survive, those who are not capable to do it – will have to resign. So, I think, I can conclude that YouTube is a new era of TV, because it started an evolution in the world of entertainment and changed the way of broadcasting. 47PDF Image | Youtube a new era of TV
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