YouTube Monetization as a New Broadcasting Business Model for Youth in the Digital Era

Abstract

The development of digital technology has brought significant disruption to the broadcasting industry, one of which is through internet-based platforms such as YouTube. YouTube not only functions as an entertainment medium, but also as a new economic space that allows content creators to distribute and monetize their work directly. This paper aims to examine YouTube's monetization strategy as a new business model in digital broadcasting and analyze the regulatory challenges and platform inequality that accompany it. The method used is a literature review by examining relevant scientific literature, academic articles, and industry reports. The results show that YouTube implements various monetization strategies, including advertising (AdSense), premium subscription (membership), interactive features (Super Chat and Super Sticker), and brand cooperation (endorsement). These strategies have opened up new economic opportunities for local creators and encouraged the birth of digital professions. However, major challenges arise in the form of dependence on YouTube algorithms, the lack of national regulations related to digital revenue, and issues of ethics and distribution justice. Therefore, the state needs to play an active role in developing regulations that are fair, transparent, and in favor of the interests of local creators so that the digital broadcasting ecosystem in Indonesia can develop in an inclusive and sustainable manner.