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The Audience and Business of YouTube and Online Videos

Lexington Studies in Communication and Storytelling

by Louisa Ha Editor · Louisa Ha Contributor

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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.

Publication Details

Publisher:
Lexington Books
Publication Date:
2018
Series:
Lexington Studies in Communication and Storytelling

Format

  • Kindle Book
  • OverDrive Read 2.4 MB
  • Adobe PDF eBook 1.1 MB
  • Adobe EPUB eBook 2.4 MB

Louisa Ha (Editor)

Louisa Ha is professor in the School of Media and Communication at Bowling Green State University and editor of Journalism and Mass Communication Quarterly.

More about Louisa Ha

Louisa Ha (Contributor)

Louisa Ha is professor in the School of Media and Communication at Bowling Green State University and editor of Journalism and Mass Communication Quarterly.

More about Louisa Ha

Creators

Editor :
Louisa Ha
Contributor :
Louisa Ha
Contributor :
Mohammad Abuljadail
Contributor :
Nicky Chang Bi
Contributor :
Alyssa Fisher
Contributor :
Claire Youngnyo Joa
Contributor :
Kisun Kim
Contributor :
Xiaoli Wen
Contributor :
Fiouna Ruonan Zhang
The Audience and Business of YouTube and Online Videos
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