The Audience and Business of YouTube and Online Videos

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Description

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.

Reviews

. . . . 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. * Journal of Broadcasting & Electronic Media *
Ha closes this work by posturing what might be next for online video audience research in thinking about YouTubes global potential and reach. To parallel her efforts, I do not believe that YouTube is going anywhere fast, nor that it will be any less complicated moving forward. This work may provide a useful toolkit and helpful reference to those studying YouTubes content, audiences, business models, or platform affordances in future media, communications, and marketing studies. * Journalism & Mass Communication Quarterly *
This book offers an insightful look at YouTube from an audience perspective, providing not only valuable background information but also original data that helps us understand the dynamic nature of YouTube users and online video business. A must-have book for both practitioners and scholars who want to understand in-depth the ecosystem of YouTube and audience characteristics beyond simple statistics. -- Sylvia Chan-Olmsted, University of Florida
Once again Dr. Ha is at the vanguard of deciphering the mysteries of Internet media. She and her team of doctoral student researchers establish the intricacies of audience engagement with the world's largest depository and distributor of online video in The Audience and Business of YouTube and Online Videos. Beware all of you involved in any aspect of the cable, network, affiliate, or film industries. YouTube is the future...today. Prepare yourself. Engage with Dr. Ha's exciting new edited collection. -- Richard Ganahl, Bloomsburg University of Pennsylvania

Author Bio

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