Bloomsbury Studies in Communication and Storytelling-The Aud ...

Louisa Ha

• 11 augustus 2020
• 9781498576505

Samenvatting:

This book examines the underexplored business side of YouTube and YouTube audiences’ responses to product review videos, sponsored videos, and online video advertising as well as the creators’ role in the video content.



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.