The Audience and Business of YouTube and Online Videos

Contributions by Louisa Ha, Mohammad Abuljadail, Nicky Chang Bi, Alyssa Fisher, Claire Youngnyo Joa, Kisun Kim, Xiaoli Wen, Fiouna Ruonan Zhang Edited by Louisa Ha

Publication date:

06 June 2018

Length of book:

230 pages

Publisher

Lexington Books

ISBN-13: 9781498576482

The Audience and Business of YouTube and Online Videos is a thorough analysis of YouTube audiences and creators of online videos that considers how the coexistence of user-generated and professional media content on YouTube makes the site a unique platform in the ever-expanding online video industry. Using a mixed method approach, the authors examine the underexplored business side of YouTube with a focus on product review videos, brand videos, sponsored videos, and online video advertising. This book also addresses recent developments such as YouTube Red subscription, pay TV, and movie services and discusses the future of online video audience research. Recommended for scholars interested in media studies, communication, marketing, and popular culture.

List of Tables and Figures
Preface
Acknowledgments

Chapter 1. YouTube as a Global Online Video Portal and an Alternative to TV
Louisa Ha
Chapter 2. Users and Non-users of YouTube and Online Video Services
Mohammad Abuljadail
Chapter 3. What Do Digital Natives Watch on YouTube?
Alyssa Fisher and Louisa Ha
Chapter 4. How Digital Natives Watch Online Videos: Digital Divide and Media Devices
Louisa Ha
Chapter 5. YouTube Product Review Videos as eWOM
Nicky Chang Bi
Chapter 6. Comments on YouTube Product Review Videos
Xiaoli Wen
Chapter 7. YouTube and Other Social Media
Fiouna Ruonan Zhang and Nicky Chang Bi
Chapter 8. Brand Videos on YouTube
Alyssa Fisher
Chapter 9. Sponsored Videos on YouTube
Fiouna Ruonan Zhang
Chapter 10. Online Video Advertising Viewership and Avoidance on YouTube
Kisun Kim and Claire Youngnyo Joa
Chapter 11. Most Popular YouTube Channels
Louisa Ha
Chapter 12. Is YouTube Red the Ultimate Viewing Experience and the Future of Online Video Audience Research
Louisa Ha

Appendix A. Survey Questionnaire
Appendix B. In-depth Interview Protocol
Index
About the Editor
About the Contributors

. . . . Ha has created a research agenda for other researchers to follow, which appears to be the greatest contribution of all from this book. YouTube is hardly static; Ha and her colleagues collected research findings seemingly point the way toward future studies of online video users.