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from broadcast programming, which encourages passive viewership and little feedback or communication between the audience and creators. This study will focus particularly on the online communities that are forming around original and user generated programming channels on YouTube. The primary goal will be to understand the composition of the programming and commenting ecosystem. YouTube consumption is constantly expanding, particularly with younger viewers, and the original programming ecosystem is one of the areas with the highest growth. In an effort to better understanding the YouTube ecosystem, my research will profile content and audience engagement trends. The next goal of the study will be to research the specific ways that creators are interacting with and developing their audiences. The programming on YouTube is highly personal. Previous research has shown that creators tend to share their opinions, daily routine or subject area expertise (Strangelove, 2010 & Tolson, 2010). My goal is to understand what specific programming qualities help build an audience, as well as lead to meaningful community interactions. I will analyze the content formats, programming subject areas and in-video relationship building tactics to see how those efforts are associated with viewership metrics and audience engagement. Overall, this study will seek to demonstrate that video content factors significantly influence how the audience reacts to and engages with YouTube creators and the surrounding channel community. 2PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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