The Impact of YouTube Personalization Algorithm on User-Generated Content Creation in India

User-generated content creation is massively shaping consumer engagement on YouTube, one of the world's most popular online streaming social media platforms. Less than 7 years ago, YouTube adopted Google Brain for personalization of its content feed. Google brain leverages advanced machine learning techniques to ensure personalization of content on YouTube with the purpose to augment online customer experience. This research work aims to quantify the impact of personalization on video marketing strategies of user-generated content in India, YouTube's largest markets worldwide. The effect of adoption of the YouTube personalization algorithm is assessed both through quantitative and qualitative means of data collection using 8 online questionnaire responses and 3 interview recordings with content creators. The data is primarily assessed using data visualization tools followed by statistical tools.