YouTube being owned by Google has brought benefits and challenges for both companies, such as:

• Synergy between search and video: Google's advanced search algorithms and advertising technology complemented YouTube's vast library of user-generated and professional content, creating a powerful platform for users, creators, and advertisers. ^{1 3 5}
• Monetization and the creator economy: Google introduced the YouTube Partner Program, which allowed content creators to earn revenue from their videos through ads, subscriptions, and other features. This enabled YouTube to attract and support a diverse range of creators, from celebrities and influencers to educators and activists, and fostered a new economic paradigm of digital entrepreneurship. ^{1 4 6}
• Innovation and expansion: Google invested in YouTube's infrastructure, product development, and content acquisition, enabling YouTube to grow and diversify its offerings. YouTube launched new services such as YouTube Music, YouTube Premium, YouTube TV, and YouTube Shorts, as well as localized versions in different languages and regions. YouTube also acquired and partnered with other platforms and companies, such as Vevo, Twitch, and TikTok, to enhance its reach and functionality. ^{2 5 6}
• Social impact and responsibility: YouTube became a global phenomenon, influencing popular culture, internet trends, and social movements. YouTube provided a platform for people to share their perspectives, creativity, and entertainment, as well as to learn, communicate, and mobilize. YouTube also faced challenges and criticisms over its content moderation, copyright, and community standards policies, reflecting the broader issues and debates surrounding online platforms and their roles in the digital age. ^{2 4 6}