What type of study is this?

This is a Literature Review study (also classified as: Case Report, Observational).

YouTube's Marketing Strategies in the Digital Age: Balancing Profitability, User Experience, and Competitive Edge

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Analysis reveals advertising strategies impact user experience in video platforms, suggesting a hybrid content model.

In-stream ads improved video completion rates with a 5-second skippable format, enhancing user engagement.
YouTube's Shorts feature was launched to compete with TikTok, promoting creator-driven high-quality content.
Qualitative assessments of historical business models complemented by quantitative data reveal advertising revenue drivers.
Strategic focus on user autonomy positions YouTube uniquely in the evolving digital media landscape, suggesting a sustainable path forward.

Zhouhai Chen (2025) studied this question.

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