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subscribers and 325 million channel views. Videos with no visual direct address had around 3,000 comments, while those that had a visual direct address averaged 2,775 comments. The difference, while slightly higher for non-direct address videos, was not significant (p=.385). Table 10: YouTube Audience Analytics by Visual Direct Address Presence YouTube Metadata Subscribers Video Views Visual Direct Address Mean 2,000,837 subscribers 951,722 video views No Visual Direct Address Mean 5,176,590 subscribers 1,834,460 video views Significance .000* .000* Comments 2,775 comments 3,093 comments .385 Channel Views 332,302,666 channel views 1,011,648,870 channel views .000* Videos that directly addressed the audience through informal, conversation language averaged less audience engagement across the board compared to videos that did not contain language that directly addressed their audience. Videos with direct language averaged 2,457 comments, 2 million subscribers, 265 million channel views and around 575,000 video views. However, channels with no language direct address averaged 3,611 comments, 5 million subscribers, 1.1 billion views and 2.4 million video views. The subscriber, channel views and video views engagement factors were all significant to the .000 level, while the difference in comments was significant to the .005 level. Table 11: YouTube Audience Analytics by Language Direct Address Presence YouTube Metadata Subscribers Video Views Language Direct Address Mean 2,029,278 subscribers 576,885 video views No Language Direct Address Mean 5,130,186 subscribers 2,446,037 video views Significance .000* .000* Comments 2,457 comments 3,611 comments .005* Channel Views 265,000,501 channel views 1,121,457,666 channel views .000* 34PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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