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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 University, Faculty of Social Sciences, Department of Informatics. (Swedish Center for Digital Innovation)
2017 (English)In: Proceedings of the 50th Annual Hawaii International Conference on System Sciences, January 3-7, 2017, 2017, p. 4786-4795Conference paper, Published paper (Refereed)
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.

Place, publisher, year, edition, pages
2017. p. 4786-4795
Keywords [en]
Digitalization, Digital innovation, Digital platform ecosystems, YouTube
National Category
Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:umu:diva-143421ISBN: 978-0-9981331-0-2 (electronic)OAI: oai:DiVA.org:umu-143421DiVA, id: diva2:1169178
Conference
50th Hawaii International Conference on System Sciences, Hawaii, January 3-7, 2017
Available from: 2017-12-22 Created: 2017-12-22 Last updated: 2019-06-26Bibliographically approved

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Nylén, Daniel

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf