[Air-L] how users discover videos on youtube?

[Jason G. Karlin]

Greetings!

In regards to traffic on Youtube, I recommend that you see this article. It provides evidence that viral videos on Youtube generate about 34% of their traffic initially from social views, but that this fraction drops over time to 16%. According to the study, "overall, 25% of the daily views on YouTube are the result of person-to-person sharing."

Tom Broxton, Yannet Interian, Jon Vaver, and Mirjam Wattenhofer. “Catching a Viral Video,” Journal of Intelligent Information Systems. DOI 10.1007/s10844-011-0191-2
http://static.googleusercontent.com/external_content/untrusted_dlcp/research.google.com/en//pubs/archive/37650.pdf

--
Jason G. Karlin, Ph.D.
Associate Professor
University of Tokyo
Interfaculty Initiative in Information Studies
7-3-1 Hongo, Bunkyo-ku
Tokyo 113-0033 JAPAN

URL: http://individuals.iii.u-tokyo.ac.jp/~karlin/
Email: ukarlin at mail.ecc.u-tokyo.ac.jp
Twitter: http://twitter.com/jgkarlin


On Feb 23, 2013, at 1:11 PM, Ronald E. Rice <rrice at comm.ucsb.edu> wrote:

> Sort of related: Bondad-Brown, B.A., Rice, R.E. & Pearce, K.E. (2012). Understanding the role of motivations, audience activity, generation, and contextual age in online video use and recommendations. Journal of Broadcasting and Electronic Media, 56(4) 471-492.
> People are increasingly viewing, providing, and recommending video content through the Internet.  Applying the uses and gratifications framework, along with contextual age and generational theory, this study identifies and compares motivations for, and their influence on, traditional TV viewing and online user-shared video use among a US sample of adult Internet users.  Further, this study explores the form and role of audience activity through online user-shared video recommendations (type, channel, and social relation). Overall, the basic U&G motivations also apply to the new online media world, but differ in levels and influence.
> At http://www.comm.ucsb.edu/faculty/rrice/a104.htm
> -- 
> Ronald E. Rice
> Arthur N. Rupe Professor in the Social Effects of Mass Communication
> International Communication Association President 2006-2007
> Co-Director, Carsey-Wolf Center
> Dept. of Communication, 4005 Social Sciences & Media Studies Bldg (SSMS)
> University of California, Santa Barbara, CA 93106-4020
> Ph: 805-893-8696; Fax: 805-893-7102
> rrice at comm.ucsb.edu; http://www.comm.ucsb.edu/people/academic/ronald-e-rice;
> http://www.carseywolf.ucsb.edu
> 
> 
> Quoting Dominic Yeo <skyrock at gmail.com>:
> 
>> Dear all,
>> 
>> My intuition tells me that a significant number of views to popular YouTube
>> videos are generated via click throughs from social network sites like
>> Facebook rather than from the homepage of YouTube itself. But I have not
>> been able to locate empirical studies or web analytics to back this up. Can
>> anyone point me to any empirical study or report on how users discover
>> videos on YouTube?
>> 
>> Thanks in advance!
>> 
>> Dominic Yeo
>> 
>> Research Assistant Professor
>> Dept of Communication Studies
>> Hong Kong Baptist University
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