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4. RESULTS Following the theory, four themes were used throughout this research: (1) behavior, (2) identification, (3) influences, (4) awareness. The results of interviews with YouTubers were combined with the expectations of teenagers which resulted in an interesting overview of what teenagers think about YouTubers and how YouTubers actually experience it. 4.1. Behavior First the behavior was measured to see how active teenagers are on YouTube. Questions were focusing on the amount of time spend on YouTube, if they visit YouTube events, bought merchandise, follow fan accounts or maybe even own one themselves. These questions show how active teenagers follow YouTubers. Most teenagers watch YouTube videos every day. YouTube has become part of their daily routines. What helps here is the fixed times YouTubers use to upload their videos. Teenagers know exactly when they can expect new videos from their favorite YouTubers. YouTuber’s upload frequencies vary from weekly to even twice a day. Most teenagers watch videos immediately after school or later in the evening. On weekends they spend more time on YouTube than on weekdays. R1: I watch videos every day. Especially videos from YouTubers who upload every day on fixed times. I try to watch immediately when it is uploaded. If I do not have time, I will watch it later. I know the upload times of my favorite YouTubers exactly. Enzo Knol uploads every day at 4 PM and 7 PM. R8: I watch YouTube several times a day. I am slightly addicted. When my mother calls for dinner, I can stop if I really have to, although I sometimes want to finish the video first. YouTuber 3: We try to post videos on fixed days and times. First we uploaded at 9pm, but as we have many young viewers who already have to be in bed at that time, we changed it to 7pm. Teenagers watch more YouTube than TV. TV is used less and in some cases only for watching football and family shows on Friday night, like The Voice of Holland. Also, when asked if they are bigger fans of YouTubers or traditional celebrities, almost everyone responded to be more fond of YouTubers. Nowadays most teenagers grow up with YouTubers and know more YouTubers than other Dutch celebrities. R16: I think YouTubers are more personal, so I find them more fun to watch. I have the feeling that we have more in common. R20: I sure am more fan of YouTubers. Some YouTubers are already more famous than famous celebrities. Teenagers can stay in contact with their favorite YouTubers by leaving comments and sending private messages. However, not all messages are positive. Teenagers sometimes send hate, threats or very personal information. One YouTuber said he often gets messages from teenagers saying they have cancer, a friend who is dying or they lost somebody recently and therefore ask him to record a personal message. For YouTubers it is impossible to answer all messages, as the amount of messages is too much. Some teenagers even lie to get in touch with him. They pretend being sick to get attention from the YouTuber. YouTuber 1: I completely understand that viewers send me messages, but I also find it annoying because they send very personal things. I get a lot of negative load and sometimes it is hard to deal with this. Where fans of traditional celebrities probably only meet their idols at concerts, and do not even get the chance to talk to them, teenagers can meet all their favorite YouTubers in one place. Several times a year big YouTube events are organized in for example Utrecht and Amsterdam where many YouTubers gather to meet and take pictures with fans. Even all-day security service is available to ensure the safety of YouTubers. At these events fans sometimes have to wait hours in line before they W.M. WESTENBERG MSC THESIS - INFLUENCE OF YOUTUBERS ON TEENAGERS 14PDF Image | The influence of YouTubers on teenagers
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