Audience and Business of YouTube and Online Videos

Häftad, Engelska, 2020

Del i serien Bloomsbury Studies in Communication and Storytelling

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2020-08-11
Mått:154 x 223 x 18 mm
Vikt:349 g
Format:Häftad
Språk:Engelska
Serie:Bloomsbury Studies in Communication and Storytelling
Antal sidor:230
Förlag:Bloomsbury Publishing Plc
ISBN:9781498576505

Utforska kategorier

Mer om författaren

Louisa Ha is professor in the School of Media and Communication at Bowling Green State University and editor of Journalism and Mass Communication Quarterly.

Recensioner i media

. . . . 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.

Innehållsförteckning

List of Tables and FiguresPrefaceAcknowledgmentsChapter 1. YouTube as a Global Online Video Portal and an Alternative to TVLouisa HaChapter 2. Users and Non-users of YouTube and Online Video Services Mohammad AbuljadailChapter 3. What Do Digital Natives Watch on YouTube?Alyssa Fisher and Louisa HaChapter 4. How Digital Natives Watch Online Videos: Digital Divide and Media DevicesLouisa HaChapter 5. YouTube Product Review Videos as eWOMNicky Chang BiChapter 6. Comments on YouTube Product Review VideosXiaoli WenChapter 7. YouTube and Other Social Media Fiouna Ruonan Zhang and Nicky Chang BiChapter 8. Brand Videos on YouTubeAlyssa FisherChapter 9. Sponsored Videos on YouTubeFiouna Ruonan ZhangChapter 10. Online Video Advertising Viewership and Avoidance on YouTubeKisun Kim and Claire Youngnyo JoaChapter 11. Most Popular YouTube ChannelsLouisa HaChapter 12. Is YouTube Red the Ultimate Viewing Experience and the Future of Online Video Audience Research Louisa HaAppendix A. Survey QuestionnaireAppendix B. In-depth Interview ProtocolIndexAbout the EditorAbout the Contributors