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CHAPTER 1. INTRODUCTION 2 YouTube have so many users, when competitors such as Netflix, Hulu, Amazon, and basic cable exist? YouTube has a unique online community. In 2006, Google acquired YouTube for 1.65 billion dollars, when YouTube was only a year and a half old [67]. Google already had its own technically superior video sharing platform, Google Videos, but it bought YouTube for YouTube’s community. At the time YouTube had 50 million users worldwide and had 46 percent of the online video traffic, compared to Google Video’s 10 percent [67]. YouTube proved that the online video marketplace is dependent on video sharing, commenting, rank- ing, and embedding and suggestions — in other words having a community. Creators are a huge part of the YouTube community. They need to produce quality videos, engage and satisfy their audience members, and fit into the larger YouTube community. Given content creators’ tall task, I’ve always wondered how do they do it? Why do content creators start making videos? What motivates them to continue? How do they understand their role in the YouTube community? Most interestingly, how do they make sense of the algorithms behind YouTube? In this paper I focus on YouTube content creators (YouTubers) and seek to learn their understanding of the YouTube algorithm. I focus on YouTubers because of their particular position in relation to a widespread, real-world algorithm that impacts their work. YouTu- bers create the content that makes YouTube valuable yet they have very limited power relative to the platform and algorithm [78]. Most YouTubers are not paid for their work. A path to professionalization and monetization exists which requires first becoming popular on the platform — as decided in part by the algorithm [22]. In response to these conditions YouTubers have created communities online and in person within the last decade that they use to share tips and engage in mutual aid and collective sense making. This collective sense making is challenging because YouTubers don’t have access to the technical aspects of the algorithm. Additionally the algorithm doesn’t always follow predictable patterns and frequently changes with unannounced experiments [28]. On the other hand, YouTubers directly interact with the algorithm on the ground and have high stakes involved. Therefore, they have a unique vantage point to understand what the algorithm really does in practice. To gain a deeper understanding of how YouTubers make sense of the algorithm, I worked with a graduate student and a professor from the School of Information at UC Berkeley, and we spent seven months engaged in ethnographic field work focusing on hobbyist YouTubers. We sought to learn how YouTubers view the cultural meanings and values of the algorithm by gathering information from two main sources [64, 33]. First, we asked YouTubers to reflect on their understanding of the algorithm in interviews. We used sketches and alternative designs as provocations to elicit reactions from our interviewees about what the algorithm does and what they would like it to do. Second, we sought to find people where they are by analyzing native formats of information sharing. We watched videos of YouTubers talking about the algorithm on the platform. We reviewed information available online about VidCon, the major convention for YouTubers. We also read forums and subreddits and distributed a wiki survey via those channels [59]. We found that YouTubers largely make sense of the algorithm by crafting personas forPDF Image | How Content Creators Craft Algorithmic Personas and Perceive the Algorithm that Dictates their Work
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