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Features of Digital Video Content Consumption on the YouTube Platform

Author

Listed:
  • Gorelova, Tamara P.

    (Financial University under the Government of the Russian Federation)

  • Serebrovskaya, Tamara B.

    (Synergy University)

Abstract

The article examines the features of digital consumer behavior on the example of the YouTube platform, in order to maintain leading position in the market of platforms with video content. Therefore, there is a need to follow the latest trends that are interesting for consumers to adapt to changes in their preferences and maintain a commitment to the product. The purpose of the study: to analyze the preferences of the digital consumer of the video services market, to identify strategies aimed at improving the efficiency of the social network, to make recommendations for maintaining the advantages of the platform. Objectives: identify the reasons of the choice of a social network and the unique needs of the modern digital consumer, the main categories of users of mobile technologies and their characteristics, develop recommendations for the promotion of the YouTube platform. General scientific methods: analysis, abstraction, system-structural approach. Based on the analysis of studies of international and Russian organizations on the activities of the social network YouTube, a survey of potential digital consumers of this social network, contractual features of the behavior of the modern digital consumer YouTube were identified. General recommendations for optimizing the YouTube platform are formulated, which will help significantly influence the digital consumer and strengthen the competitive position of the YouTube platform and other social networks. It is determined that today the content created in accordance with the latest trends is the most attractive for the digital consumer.

Suggested Citation

  • Gorelova, Tamara P. & Serebrovskaya, Tamara B., 2021. "Features of Digital Video Content Consumption on the YouTube Platform," Journal of Modern Competition, Synergy University, vol. 15(3), pages 119-130.
    • Handle: RePEc:snr:mdrcmp:v:15:y:2021:i:3:p:119-130
    DOI: 10.37791/2687-0649-2021-15-3-119-130
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