YouTube is a video-driven social media network that, since its launch in 2005, has become a dominant way people stream video online. Owned by Google, which bought YouTube in late 2016, the platform is now responsible for 11 percent of all global video traffic, second only to Netflix. Currently, YouTube has more than 1 billion users, and more than half of all views come from mobile devices.
The dominance of YouTube means businesses now have an opportunity to establish and groom their brand through interactive videos that can build followers. YouTube offers users their own channels they can use to develop and execute their marketing strategy. Another way companies can use YouTube is to advertise on video content that streams on other channels besides their own.