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The Role of YouTube in the Digitalization of TV: A Case Study of Novel Value Co-creation Practices at United Screens
Umeå universitet, Samhällsvetenskapliga fakulteten, Institutionen för informatik. (Swedish Center for Digital Innovation)
2017 (Engelska)Ingår i: Proceedings of the 50th Annual Hawaii International Conference on System Sciences, January 3-7, 2017, 2017, s. 4786-4795Konferensbidrag, Publicerat paper (Refereegranskat)
Abstract [en]

Research has shown how incumbent firms in content- based industries (e.g. music, news and photography) were radically affected by digitalization as powerful digital platforms emerged as new loci of innovation. While scholars have suggested that digital technology calls for novel organizing logics and value creation processes, there is a need for further knowledge of what characterizes them, and how they emerge in practice. In addressing this gap we studied United Screens, a firm that capitalizes on the digitalization of video contents by managing major YouTubers and connecting them with advertisers. The study shows how United Screens leverages the layered modularity of digital product architectures for new constellation- based modes of value co-creation. Overall, the paper contributes to research on digital innovation by shedding light on how a novel actor category champions content-driven value creation, an underexplored aspect of digital platform ecosystems.

Ort, förlag, år, upplaga, sidor
2017. s. 4786-4795
Nyckelord [en]
Digitalization, Digital innovation, Digital platform ecosystems, YouTube
Nationell ämneskategori
Systemvetenskap, informationssystem och informatik med samhällsvetenskaplig inriktning
Identifikatorer
URN: urn:nbn:se:umu:diva-143421ISBN: 978-0-9981331-0-2 (digital)OAI: oai:DiVA.org:umu-143421DiVA, id: diva2:1169178
Konferens
50th Hawaii International Conference on System Sciences, Hawaii, January 3-7, 2017
Tillgänglig från: 2017-12-22 Skapad: 2017-12-22 Senast uppdaterad: 2019-06-26Bibliografiskt granskad

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