The Audience and Business of YouTube and Online Videos (Hardcover)

The Audience and Business of YouTube and Online Videos is a thorough analysis of YouTube audiences and creators of online videos that considers how the coexistence of user-generated and professional media content on YouTube makes the site a unique platform in the ever-expanding online video industry. Using a mixed method approach, the authors examine the underexplored business side of YouTube with a focus on product review videos, brand videos, sponsored videos, and online video advertising. This book also addresses recent developments such as YouTube Red subscription, pay TV, and movie services and discusses the future of online video audience research. Recommended for scholars interested in media studies, communication, marketing, and popular culture.

General

Imprint:	Lexington Books
Country of origin:	United States
Series:	Lexington Studies in Communication and Storytelling
Release date:	June 2018
Editors:	Louisa Ha
Contributors:	Louisa Ha • Mohammad Abuljadail • Nicky Chang Bi • Alyssa Fisher • Claire Youngnyo Joa • Kisun Kim • Xiaoli Wen • Fiouna Ruonan Zhang
Dimensions:	232 x 159 x 23mm (L x W x T)
Format:	Hardcover
Pages:	230
ISBN-13:	978-1-4985-7648-2
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > General
LSN:	1-4985-7648-6
Barcode:	9781498576482

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