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Audience and Business of YouTube and Online Videos

Louisa Ha
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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.
      Format: Hardback CONTRIBUTORS: Louisa Ha EAN: 9781498576482 COUNTRY: United States PAGES: WEIGHT: 517 g HEIGHT: 232 cm
      PUBLISHED BY: Lexington Books DATE PUBLISHED: 2018-06-06 CITY: GENRE: LANGUAGE ARTS & DISCIPLINES / Communication Studies, SOCIAL SCIENCE / Media Studies WIDTH: 159 cm SPINE:

      Book Themes:

      Media studies, Market research, Media, entertainment, information and communication industries

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      Louisa Ha is professor in the School of Media and Communication at Bowling Green State University and editor of Journalism and Mass Communication Quarterly.
      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.
      Format: Hardback CONTRIBUTORS: Louisa Ha EAN: 9781498576482 COUNTRY: United States PAGES: WEIGHT: 517 g HEIGHT: 232 cm
      PUBLISHED BY: Lexington Books DATE PUBLISHED: 2018-06-06 CITY: GENRE: LANGUAGE ARTS & DISCIPLINES / Communication Studies, SOCIAL SCIENCE / Media Studies WIDTH: 159 cm SPINE:

      Book Themes:

      Media studies, Market research, Media, entertainment, information and communication industries

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      Be the first to write a review
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      Louisa Ha is professor in the School of Media and Communication at Bowling Green State University and editor of Journalism and Mass Communication Quarterly.

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