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Introduction As television audiences are becoming more fragmented and moving online, YouTube is seeing a rapid increase in its user base. The video platform averages 4 billion video views per day and is demonstrating significant audience growth every year. The rise of the platform has also led to a new genre of programming. YouTube original programming is video content that was for designed and lives exclusively on the platform. This video content largely differs from television programming—it’s short, interactive, and requires comparatively less production skills, time, and budget. This new form of programming is also changing how audiences engage with their content. In the book YouTube: Online Video and Participatory Culture, Burgess and Green write about how YouTube is challenging our traditional notion of content producers and content consumers. Instead of having a strict divide between those two roles, YouTube allows anyone to be a creator and encourages viewers to participate in programming via comments, likes, and shares. They argue that, as a platform, YouTube has been as much shaped by Google’s corporate values as it has been by “the users who upload content to the website, and the audiences who engage around that content” (2009). The interactive nature of YouTube original programming is encouraging viewers to participate in a community surrounding their favorite content creators. Viewers can use the commenting system to share personal anecdotes, critique a creator’s work, request future episode topics, and respond to other commenters. As YouTube original programming has developed, creators have designed their programming to capitalize on viewer feedback and engagement. To most creators, audience engagement is an essential function of their content (Wesch, 2009). This programming approach differs significantly 1PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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