In an era in which “YouTuber” is now an option at elementary school career days and YouTube itself is a standard app on smart televisions, comes a book providing a helpful and insightful illumination of many of the mysteries behind the ubiquitous video platform’s audience and business development. . . the work also serves as a strong, effective model for transforming group research projects into a detailed and comprehensive multiple-lens narrative exploration of a single topic. Written by Ha and her students, the 12 chapters accomplish meticulous and disparate mixed-methods analyses of the inner workings of YouTube that shed light beyond the platform, to the world of online video in general, through admirably concise research arguments. . . . The Audience and Business of YouTube and Online Videos’ two greatest strengths for online video users and researchers include its clear breakdowns of the platform’s demographics and audience behaviors, at least as of 2015, and the insights on valuable future areas of exploration in this field. The authors accomplish a satisfying, effective analysis of a daunting number of audience and business factors of YouTube in only 218 pages, while simultaneously creating clear paths for future research.
Situated in today’s complex and shifting media environment, the book, edited by Louisa Ha, provides a timely examination of a rich number of ongoing activities and relationships involving the millennial audience of this global online video portal. . . the extensive data and research findings by the authors are highly valuable, unfolding an intricate map of the online lives of digital natives. . . . As a product that started from a service-learning project for the editor’s students of audience research, this book is immensely successful. . . . This book would be beneficial to scholars and graduate students studying mobile communication and video audience, or to general readers interested in youth and digital culture. It could be also helpful for marketing and advertising professionals interested in new media.