YouTube allows users to upload videos, view them, rate them with likes and dislikes, share them, add videos to playlists, report, make comments on videos, and subscribe to other users. The slogan "Broadcast Yourself" used for several years and the reference to user profiles as "Channels" signifies the premise upon which the platform is based, of allowing anyone to operate a personal broadcasting station in resemblance to television with the extension of video on demand.

The immense growth in traffic at YouTube created its own set of problems. The company continually had to purchase more computer equipment and more broadband connections to the Internet.