Diversification in the YouTube Content Industry


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.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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