Diversification in the YouTube Content Industry

Diversification in the YouTube Content Industry

  • Case
  • Teaching Notes
Abstract

This case covers the highly profitable children’s YouTube channel Cocomelon—which recently announced plans to launch a toy line—in the context of a spike in YouTube content creators who are diversifying into merchandise and other revenue options. Facing tighter federal restrictions on how these channels (specifically those directed at children) can advertise, many have had to re-strategize and enter new markets to maintain profits.

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