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The audience and business of YouTube and online videos / edited by Louisa Ha.
- Format:
- Book
- Series:
- Lexington studies in communication and storytelling.
- Lexington studies in communication and storytelling
- Language:
- English
- Subjects (All):
- YouTube (Firm).
- Internet users--Psychology.
- Internet users.
- Internet videos--Economic aspects.
- Internet videos.
- Mass media--Audiences.
- Mass media.
- Video recordings industry.
- Physical Description:
- 1 online resource (231 pages).
- Distribution:
- New York : Bloomsbury Publishing (US), 2025.
- Place of Publication:
- Lanham, Maryland : Lexington Books, [2018]
- Summary:
- 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.
- Contents:
- YouTube as a global online video portal and an alternative to TV / Louisa Ha
- Users and non-users of YouTube and online video services / Mohammad Abuljadail
- What do digital natives watch on YouTube? / Alyssa Fisher and Louisa Ha
- How digital natives watch online videos : digital divide and media devices / Louisa Ha
- YouTube product review videos as EWOM / Nicky Chang Bi
- Comments on YouTube product review videos / Xiaoli Wen
- YouTube and other social media / Fiouna Ruonan Zhang and Nicky Chang Bi
- Brand videos on YouTube / Alyssa Fisher
- Sponsored videos on YouTube / Fiouna Ruonan Zhang
- Online video advertising viewership and avoidance on YouTube / Kisun Kim and Claire Youngnyo Joa
- Most popular YouTube channels / Louisa Ha
- Is YouTube Red the ultimate viewing experience and the future of online video audience research / Louisa Ha.
- Notes:
- Includes bibliographical references and index.
- ISBN:
- 1-9787-3042-X
- 1-4985-7649-4
- OCLC:
- 1028583789
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