Specifics of Business Models Transformation Applied by Video Hosting Companies on the Domestic and Foreign Markets: the Case of Youtube in the United States and India

Video hosting services have become increasingly popular in recent years, with their user base growing by more than 98 million people every year. (We are social Digital 2023 global survey report, 2023). The audience of video hosting companies that are part of the social media market is growing rapidly, and companies are actively competing to gain a larger share of the media market. During the competition in the market, the main issue is what approaches companies use in adapting their business models to achieve absolute dominance in the competing market. This article will analyze the problems and directions to analyze the peculiarities of transformation of business models of video hosting companies in the domestic and foreign markets. The relevance of the issue under consideration is due to the growing scale of the social media sphere, in particular, in the field of video hosting services. At the same time, the emergence of new players in both local and global markets creates an abundance of examples that are ripe for analytical study not only within the framework of this study, but also in subsequent research papers related to this topic.