YouTube and the Future of Broadcast Media

This chapter examines the shifting relationship between YouTube and traditional broadcasters, emphasizing how broadcasters can strategically partner with the platform to adapt to changing viewer habits. It discusses the challenges faced by smaller European commercial broadcasters and their need for innovative content creation tailored for digital audiences. As the media landscape evolves, the chapter highlights the importance of multi-format production strategies and the significance of YouTube in driving both growth and revenue for broadcasters.