In 2020, when everyone had been quarantined at home due to the COVID-19 pandemic, South Korea-based Eric Kim jumped onto YouTube, a video-sharing digital platform. Although his initial growth on the platform was relatively fast, it soon began to stagnate. Kim decided to consider four key strategies to overcome this situation, which included revealing his face in his videos, business expansion, strategic alliances through Multi-Channel Networks (MCNs), and internationalisation. Would Kim regain his rapid expansion of influence on YouTube? Could his subsequent growth efforts be sufficient to ensure his channel’s continued success in an increasingly digital world?
Students will be able to 1) explain the YouTube revenue system and characteristics that classify YouTubers as individual entrepreneurs; 2) decide which identity plays an important role in the digital platform; 3) understand MCN firms and analyse their business model; 4) highlight the competitive challenges faced by the MCN industry; 5) describe and develop advanced strategies for digital platforms; and 6) recommend a better strategy for this individual entrepreneur’s international expansion.
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