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How has YouTube evolved as a cultural and commercial infrastructure? What institutional forms has it produced? The present article takes up these questions through a discussion of multichannel networks (MCNs) and their role within the digital video system. MCNs are a new breed of intermediary firm that link entrepreneurial YouTubers with the advertising, marketing and screen production industries. This article considers the functions of MCNs vis-à-vis the existing constellation of screen industry professions, including talent agents, managers and media buyers, who perform similar functions offline. Combining structural analysis of the MCN industry with an assessment of its cultural impacts, I show how Google’s decision to open the YouTube back-end to third-party intermediaries is subtly changing the digital video ecology.
Ramón Lobato (Tue,) studied this question.
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