Lexington Books
Pages: 230
•
Trim: 6¼ x 9⅛
978-1-4985-7648-2 • Hardback • June 2018 • $123.00 • (£95.00)
978-1-4985-7650-5 • Paperback • August 2020 • $47.99 • (£37.00)
978-1-4985-7649-9 • eBook • June 2018 • $45.50 • (£35.00)
Louisa Ha is professor in the School of Media and Communication at Bowling Green State University and editor of Journalism and Mass Communication Quarterly.
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.— Journal of Broadcasting & Electronic Media
Ha closes this work by posturing what might be next for online video audience research in thinking about YouTube’s 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 YouTube’s content, audiences, business models, or platform affordances in future media, communications, and marketing studies.— Journalism & Mass Communication Quarterly
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.
— The International Journal On Media Management
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.
— International Journal of Communication
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