Abstract: The article examines the establishment of entrepreneurship on YouTube as a new type of activity, reveals the features of conducting business on YouTube, namely a low entrance threshold, a global audience, great opportunities for content monetization, the formation of a personal brand, and the promotion of creativity and innovation. It has been proven that YouTube is an important channel for the promotion of products and services due to the influence of a large number of subscribers and their opinion on the purchase process. Revealed and the ratings of the 20 largest YouTube channels in the world and Ukraine are given. The components of audience attraction are characterized — the creation of interesting and diverse content on YouTube, namely audience attraction, content creation, branding, monetization. Investigated features of the new video content format — YouTube Shorts. An author’s map of the influence of intellectual assets on business development in YouTube was developed and the quantitative influence of individual groups of intellectual assets — human, structural, productive, marketing, production-technological, market, organizational-management, infrastructural, professionalqualification, information-technological — was determined. Problematic questions of the development of YouTube-entrepreneurship have been identified, namely: algorithmic changes; copyright issues; high level of competition; income instability; presence of rules and restrictions; the possibility of changing the YouTube policy at any time.