YouTube has over 2 billion users who watch YouTube videos regularly. It is one of the social media platforms that has increased its popularity in the last years with its use in educational purposes in various grade levels. The purpose of this study is to investigate the factors that make university students use YouTube for learning and studying. Firstly, it looks into the reasons that make university students prefer YouTube for learning and studying. Secondly, it examines the factors that university students consider during content selection on YouTube. The qualitative research design methodology is used in the design of the study. Data is collected through the interviews held face to face. The study emerged that the reasons that motivate university students to use YouTube in the learning process are individual learning needs, manageability, limitations of face to face education, and availability of conditions. Besides, the study showed that university students also consider some criteria while selecting content on YouTube. They mostly consider the appropriateness of content to their interest, popularity, thumbnail image, and reliability of sources. The results of the study can be helpful for content developers to understand the needs of university students in digital platforms. Furthermore, the results can give feedback to instructors on universities to understand the gaps in face-to-face education. Besides, the results also help to understand the mindset of university students during content selection in social media.