{"product_id":"the-audience-and-business-of-youtube-and-online-videos-9781498576482","title":"The Audience and Business of YouTube and Online","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThe 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e. . . . 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 \u0026amp; Electronic Media *\u003cbr\u003eHa 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 \u0026amp; Mass Communication Quarterly *\u003cbr\u003eThis 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\u003cbr\u003eOnce 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\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eList 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","brand":"Lexington Books","offers":[{"title":"Default Title","offer_id":51040822493527,"sku":"9781498576482","price":85.5,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781498576482.jpg?v=1750947960","url":"https:\/\/bookcurl.com\/products\/the-audience-and-business-of-youtube-and-online-videos-9781498576482","provider":"Book Curl","version":"1.0","type":"link"}