Cover Page ISSN:2277-7881; IMPACT FACTOR :9.014(2025); IC VALUE:5.16; ISI VALUE:2.286 UGC Approved (2017), Peer Reviewed and Refereed International Journal Volume:14, Issue:1(1), January: 2025 Scopus Review ID: A2B96D3ACF3FEA2A Article Received: Reviewed : Accepted Publisher: Sucharitha Publication, India Online Copy of Article Publication Available : www.ijmer.in International Conference on “Leveraging Technology and Analytics for Sustainable Business Growth: Innovations in Management, AI, and CSR” 42 EXPLORING FACTORS INFLUENCING YOUTUBE EARNINGS: A COMPREHENSIVE STUDY N.Nagasubba Reddy [000-0002-1155-3810], Research scholar, GITAM (Deemed to be University), Bangalore Campus, nnsreddy.rvim@rvei.edu.in Prof.M V Ramaprasad [0000-0002-0221-0162], Professor, GITAM (Deemed to be University), Bangalore Campus. rmusunur@gitam.edu.in Dr. Jahnavi M [0009-0001-7396-392X], Associate Professor, Department of Finance and Business Analytics, RV Institute of Management, Bangalore – 560041 Dr.Purushottam Bung [0000-0001-9167-5713], Professor and Director, RV Institute of Management, Bangalore – 560041 director.rvim@rvei.edu.in ABSTRACT The study examines the exploration of factors influencing YouTube earnings, and examining the platform's profound implications within the social media landscape. Amidst the digital revolution, YouTube has emerged as the world's second-largest search engine, with over 2 billion logged-in users monthly and an upload rate of 500 hours per minute. However, despite its prominence, gaps persist in understanding its transition from user-generated to professionally generated content, its economic influence, and ethical considerations in branded content. This research aims to bridge these gaps by investigating determinants of YouTube earnings, encompassing content type, audience engagement, and algorithmic shifts. Drawing from diverse literature, the study highlights gaps in comprehending YouTube's evolving nature and its economic implications. By analyzing 995 instances with 28 variables, including subscribers, video views, and economic indicators like population and unemployment rates, the research employs descriptive statistics, regression analysis, correlation analysis, and K-Means clustering to unravel intricate relationships. Notable findings include positive correlations between subscribers and video views, as well as uploads and video views. This study sheds light on the multifaceted dynamics shaping YouTube earnings, offering strategic insights for creators and platform managers to optimize monetization strategies amidst the platform's ever-evolving landscape. It underscores the significance of understanding nuanced variables and cluster characteristics for informed decision-making and sustainable channel performance in the dynamic realm of YouTube. 1. INTRODUCTION In the digital era, the pervasive influence of social media platforms has revolutionized our societal fabric, altering how we connect, communicate, and consume information. This industry profile navigates the transformative evolution, impact, and relevance of the social media landscape, delving into its profound implications for contemporary society. At the forefront of this digital revolution stands YouTube, a globally pervasive platform that has surpassed Google to become the second most-visited website with over 2 billion monthly active users. Simultaneously, social media giants like Facebook, Twitter, and Instagram boast billions of active users, solidifying their place as indispensable tools in modern communication and content dissemination. The digital landscape's rapid evolution has birthed platforms like YouTube, reshaping content consumption, interactions, and even commercial transactions. This profile scrutinizes the essential dimensions of YouTube and social media, spotlighting their growth, influence, and the determinants dictating their success.