Audience and Business of YouTube and Online Videos
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A32=Alyssa Fisher
A32=Claire Youngnyo Joa
A32=Fiouna Ruonan Zhang
A32=Kisun Kim
A32=Louisa Ha
A32=Mohammad Abuljadail
A32=Nicky Chang Bi
A32=Xiaoli Wen
Age Group_Uncategorized
Age Group_Uncategorized
automatic-update
B01=Louisa Ha
Category1=Non-Fiction
Category=GTC
Category=JBCT
Category=JFD
Category=UT
Communication
COP=United States
Delivery_Delivery within 10-20 working days
Digital Narratives
eq_bestseller
eq_computing
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
eWOM
Language_English
Media Studies
Online Audience
Online Video
OTT
PA=Available
Price_€20 to €50
Product Review Videos
PS=Active
Social Media
softlaunch
User-generated Content
Video Production
Video Sharing
Video Streaming
YouTube
Product details
- ISBN 9781498576505
- Weight: 349g
- Dimensions: 154 x 223mm
- Publication Date: 11 Aug 2020
- Publisher: Bloomsbury Publishing Plc
- Publication City/Country: US
- Product Form: Paperback
- Language: English
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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.
Louisa Ha is professor in the School of Media and Communication at Bowling Green State University and editor of Journalism and Mass Communication Quarterly.
