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Research Question 1: Video Format Voice Over Interview Frequency Percentage 4 8% 3 6% Results The first research question asked what relationship building characteristics were present in videos to build a community surrounding the channel. The goal of this question was to understand how the style and format of YouTube videos is shaping the way that viewers respond to the video. First, I analyzed the data to simply understand what type of content was being produced. In terms of video format for our sample (n=50), 44% of the videos (n=22) involved the producer experiencing a situation, typically a “challenge”, prank or travel experience. Next, 30% of the videos (n=15) were filmed in a direct to camera style. This style is traditionally associated with “vlogging” and involves the creator discussing a particular topic with their audience. I found that 12% of the videos (n=6) were scripted, 8% were voiceovers (n=4), and 6% were interview (n=3). Table 1: Frequency and Percentage of Video Formats Direct to Camera 15 30% Scripted 6 12% Producer Experience 22 44% In terms of content categories, there are 15 verticals that videos can be classified into on YouTube. My study found no videos that were classified as Sports, Travel & Events, Nonprofit & Activism, News & Politics or Auto. That’s not to say that videos related to this subject cannot be found on YouTube, but that these verticals might not have original programming built around them. For example, it would likely be difficult for an original programming channel to be built around Sports given the dominance of ESPN at live 23PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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