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Entertainment and Science & Technology videos. This resulted in a highly significant difference between the vertical categories (p=.028). It seems that the reason Music, People & Blogs and Pet & Animal videos resulted in a higher percentage of opinion comments was specifically because people were reacting to the videos with positive opinions (a sub-comment category). Those three vertical categories had the largest percentage of positive opinion comments, while Gaming, Comedy and Education videos had the least (p=.000). Opinion No Judgment comments were also significantly different across verticals (p=.003). Film & Animation and Comedy had the highest percentage, 40% and 30% respectively. While Gaming and People & Blogs had the least amount of Opinion No Judgment comments, at 7% and 9% respectively. The People & Blogs vertical had 63% General Conversation comments, while Comedy, Film & Animation and Pets & Animals all had the least with just 10%. This resulted in a significant difference across the vertical formats of .001. Interestingly, while Comedy had a low number of General Conversation comments, it had the largest percentage of Joke sub-comments. Given the Comedy vertical’s high percentage of Joke comments compared to the other categories, it can be noted that viewers likely responded to the comedy format by making significantly more jokes of their own (p=.011). How To/ Style and People & Blogs also had significantly more discussion about the creator’s community in their comments, while Pets & Animals and Comedy had the least amount of discussion (p=.001). In terms of Site Process comments, Gaming and How To/Style each had over 30% of their comments fall into that category, while People & Blogs, Comedy and Pets & Animals all had under 10% of their comments qualify. These variations resulted in a 30PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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