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clips on the platform more regularly. By 2008, Kim notes that most “media companies came to regard YouTube not as a rival but as a new channel to re-transmit their programs and a new source of advertising revenue” (Kim, 2012). Despite the addition of more professional quality videos on the platform, YouTube continues to have a thriving stream of user generated content. Josh Green and Jean Burgess tracked over 4,320 popular videos that were uploaded during a three month time span in 2007 and classified them as either amateur video or professionally produced video. They also extracted YouTube’s metadata to record the view count, favorites, responses and discussion. In total, they found that just over half of the popular material was coded as UGC, while around 42% was coded as PGC that originated from traditional media sources. For the 8% remaining videos, Green and Burgess were uncertain about whether they were PGC or UGC. By 2013, however, Lorenc found that of the top 241 Most Subscribed channels, roughly 68% of them were user generated channels (Welbourne and Grant, 2015). This increase in popularity of original programming channels indicates that as YouTube expands its reach, viewers are becoming more familiar with the style of YouTube amateur videos. As such, understanding the key features of amateur videos will help researchers further dissect the content preferences of a younger generation of media consumers. Interestingly, Green and Burgess found that YouTube users interact with videos differently depending on whether they were PGC or UGC. Broadcast and mass media videos made up 66% of the Most Viewed category. Green and Burgess argue that the “Most Viewed [category] closely resembles the aggregate measures of attention utilized by mainstream media industries as a way of counting “eyeballs in front of a screen”. On 5PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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