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was more likely to be rated, while PGC was more likely to be shared. For user generated content, viewers might feel like their feedback will be more appreciated by the creator, so they are therefor more likely to rate it. This study will seek to understand how viewers of YouTube original programming deliver feedback to creators. In terms of content factors, Welbourne and Grant’s research also found that UGC was more likely to feature a recurring communicator, whereas PGC typically recycled broadcast clips from a variety of show formats and narrators. Channels that had a recurring host were more likely to have a higher view and subscriber count. According to Welbourne and Grant, this success can be attributed to the fact that viewers develop a connection and sense of trust with a show host and therefore want to return to their content regularly. Cayari’s research had a similar finding when they studied how amateur musicians were using YouTube. One musician that they interviewed, Wade Johnston, filmed regular Q&A videos for his audience to ask him questions about his music, career, and hobbies. He also added dialogue as an introduction to his music videos so that his audience could get to know his personality (Cayari, 2011). Both of these studies focused on particular subsets of user generated content, science communication and music, yet indicate a larger pattern around producing popular videos on YouTube. Amateur videos tend to be personality driven, regardless of the content subject matter. Instead of focusing on a particular type of YouTube creator or content category, my research seeks to broadly understand the original programming ecosystem. Participation in Online Communities In addition to facilitating a better understanding of the types of original content that is created for YouTube, this study also seeks to gain a better understanding of the 9PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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