# Professor Arun Sundararajan comments on YouTube's growth strategy and celebrity partnerships

1 Faculty News August 27, 2019 ![VICE News logo ](/sites/default/files/styles/246w/public/assets/images/vice-logo1.jpg?itok=m8lZ7mZ1)>

Excerpt from [VICE](https://www.vice.com/en_uk/article/43kvvn/im-a-celebrity-get-me-on-youtube-jennifer-lopez-naomi-campbell-will-smith) -- "'Going after a greater fraction of the video entertainment market seems like a perfectly natural thing for them to be doing,' Sundararajan said. YouTube Premium, the platform’s paid subscription service, is another move toward slurping up the dollars people spend on 'mainstream home entertainment,” as he terms it."

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