1.Overview:

According to (Statista, 2016) YouTube is the leading multimedia website in the United States with a domination of 78.8% of the market share as found in November 2016. YouTube then saw an opportunity in 2018 to launch a new service under the name of Music.YouTube (https://music.youtube.com/).

2.Role:

The role of Music.YouTube is to supply music, referring to (Chaffey & Ellis Chadwick 2016)’ diagram of the role of a website, Music.Youtube’s role is considered to be known as a media that delivers, and a brand that is already built, as it is attracting. However the access of Music.Youtube is free for 1 month and then paid on a monthly basis.

3.Customer segmentation:

Geographically: it targets every country and region that has YouTube unblocked and accessible. For example: YouTube in China, Iran, Brazil and North Korea is currently blocked. Therefore Music.Youtbe isn’t available within the mentioned areas previously.

Demographically: It is open to everyone who is willing to pay the fixed amount of the monthly subscription, it isn’t restricted for any gender or race, but however some music isn’t allowed for the people under the age of 18 due to its sensitivity in lyrics or visuals.

Psychographic/ Behavioural: Anyone who likes to listen to a good quality music is believed to use it, not forgetting that some other music platforms are receiving complains such as Spotify is due to the transparency of the top charts ranking not being ordered in a sensible way

In order for Music.Youtube to expand and grow in the market, promotions needs to be offered to persuade loyal customers to join in.

Customer Persona (1) (Ayman Rida)

Customer Journey (1) (Ayman Rida)

Customer Persona (2) (Omar Al-Soma)

Customer Journey (2) (Omar Al-Soma)

Overview of competitors:

1. Spotify:

Spotify is a Swedish company found in 2006, and its headquarters is in Stockholm, they are expected to be the toughest competitors for Musi.YouTube as they offer slightly the same service but with a big fan base.

According to (Smith, 2018) you can download up to 10,000 songs using Spotify.

2. Apple Music:

Apple Music on the other hand was only found in 2015, it isn’t as complicated as Spotify in terms of competition, as it only offers its service to IOS users and not Android.

Comparison:

References:

• Leading multimedia websites in the United States in November 2016, b. (2018). S. market share of multimedia video sites 2016 | Statistic. [online] Statista. Available at: https://www.statista.com/statistics/266201/us-market-share-of-leading-internet-video-portals/
• Salas Coz, E.E., Innovación en marketing para pymes: el rol del search engine optimization (SEO) en la consolidación de la marca de una empresa familiar del sector regalos en el Perú.
• Smith, A. (2018). You can now download three times as many songs on Spotify than ever before. [online] NME. Available at: https://www.nme.com/news/music/spotify-offline-downloads-increase-2378827