With the expansion of digitalization, popular trends have emerged among media outlets, such as YouTube. Since its appearance in 2005, YouTube has been one of the most visited websites behind Google and Facebook (Cayari, 2011). As Newkirk & Forker (2007) point out, it was voted “invention of the year 2006” by Time magazine. YouTube gives freedom to the public sphere to publish media with few regulations. This space contains media in the form of music, advertisements, videos, lectures, tutorials and personal video blogs. People use YouTube for personal, professional, and educational purposes. As Benkler notes, these tools activate the public sphere and “rely on the informational and cultural production activity of emerging non-market actors” (2006, p. 6). The communication rate is exceptional because it “reaches more American adults aged 18 to 34 than any cable network” (YouTube, 2014). Part of the appeal is the limited regulations and globally accessible freedom of expression. As Benkler says, “Social production is a fact and not a fashion. This is a critical long-term change brought about by the Internet” (2005). YouTube remains successful because it provides a platform to inspire, educate and empower its users. YouTube Background According to YouTube audience statistics (2014), more than 1 billion unique users visit each month and 80% of traffic comes from outside the United States. . Additionally, YouTube (2014) claims to be localized in 61 countries and languages. YouTube is an example of the social phenomenon discussed by Benkler (2005) regarding free and open source software offering new opportunities through peer-to-peer networks. It provides a platform for people to be heard and connect with their peers, organizations and businesses. Mergers, Econo...... middle of paper ......oard.com/bbcswebdav/pid-444544-dt-content -rid-515130_2/courses/KEY_COM320/archive2013/com320_readings_Benkler_Chapter7.pdfBenkler, Y. (2005 ) Yochai Benkler on the new open source economy. TED Talks. Retrieved from http://www.ted.com/talks/yochai_benkler_on_the_new_open_source_nomics.html Cayari, C. (2011). The YouTube Effect: How YouTube has provided new ways to consume, create and share music. International Journal of Education and the Arts, 12(6), Newkirk, CD and Forker, TA (2007). Does YouTube's Bright Past Mean a Cloudy Future? Journal of Intellectual Property Law and Technology, 19(1), 1-6.YouTube. (2014). Retrieved from http://www.youtube.com/yt/press/statistics.htmlZimmerman, J. (2008). The Google-YouTube agreement. IT advantage. Retrieved from http://www.itbusinessedge.com/cm/community/features/guestopinions/blog/the-google-youtube-deal/?cs=22797