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The Audience and Business of YouTube and Online Videos (Lexington Studies in Communication and Storytelling)

The Audience and Business of YouTube and Online Videos (Lexington Studies in Communication and Storytelling)

by Louisa Ha (Editor), Mohammad Abuljadail (Contributor)

  • New

    Illustrated 2018

    $140.02
Synopsis

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.

$140.02

Quantity

20+ in stock

More Information

Format: Illustrated
 Pages: 232
 Edition: Illustrated
 Publisher: Lexington Books
Published: 15 Jun 2018
ISBN 10: 1498576486
ISBN 13: 9781498576482

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