Modelos de negócio para criadores de conteúdo na plataforma midiática YouTube

Abstract

The present work analyzes a relevant subject in advertising and the media: the performance of content creators on the YouTube platform. The theme of the work is the business models for content creators on the YouTube media platform. The main objective is to study the business models inherent to the role of digital influencer. We start from a contextualization about the functioning of the Web and the media platform, to then define and discuss the types of business models that influencers use for their sales. From an advertising point of view, the discourses and formats of content creators will be analyzed to understand how their relationship with their audience works in the long term. The methodology of the work involves research on the emergence of the influence of the selected objects of study, which products/services are offered by them and how their relationship with consumers within the platform.