YouTube has become the world's online video player. Following numerous attempts from other platforms, YouTube emerged as front runner - then gained the critical mass to deliver video to the world. Google's acquisition boosted the platform's audience reach, and rolling the results into Google Search accelerated discoverability. Google also gave YouTube all the brilliance of Google Search to ensure content would be more effectively discovered.
With video moving to the mainstream in digital comms strategies for consumer brands and business services as well as online media, YouTube needs high consideration in every firm's digital strategy.