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Methods This study employed quantitative content analysis to examine communities that have developed around YouTube original programming. In this case, original programming is defined as a recurring series that was created for and lives primarily on YouTube by independent creators. This definition excludes content that has appeared on other platforms-- namely television-- and was created by large brands or media companies. For example, this definition would exclude The Tonight Show with Jimmy Fallon’s YouTube channel because the channel primarily recycles clips from their television show. While they regularly post videos to YouTube, their content was not designed exclusively and specifically for the platform. Similarly, videos that Buzzfeed created for YouTube and posted on one of their channels would also not be included under this definition of “YouTube original programming” because of their status as a media organization. Additionally, this study focused on established YouTube channels that have developed consistent programming and fostered a community around their channel. This study considered channels that had at least 80,000 subscribers and over 25 videos on their channel. This indicated that the programming had built up a loyal fan base and the audience was interested in watching more than just a viral hit. Data Given that YouTube allows almost any individual user to post to the platform, the ecosystem is incredibly sizable and constantly changing. Unlike television, which has specific time slots, publishing schedules, and a limited number of channels, YouTube has 17PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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