Elements of Trending YouTube Videos
Complete research essay based on pdf and tableau
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Abstract:
The following research paper explores the elements of trending YouTube videos. Marketers have a significant interest in YouTube trending videos as they can effectively structure products and service advertisements. As of 2022, data indicates that around 122 million daily users who watch roughly one billion hours of content visit YouTube. In the United States, an estimated 62 percent of YouTube users visit social media sites daily. Consequently, research on the features of trending YouTube videos can be highly informative for marketers looking to increase the effectiveness of their YouTube advertisement to facilitate efficient use of the marketing budget. An analysis of YouTube videos created between 2007 and 2016 can provide essential insight for marketers as they decide on advertisements.
Keywords: Popular videos, likes, views, dislikes
1
2 Introduction
YouTube is an American online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second most visited website, after Google Search. YouTube is one of the most popular social media platforms all over the world, with the latest data indicating that the website has around 122 million daily active users making it the second largest popular social media platform behind Facebook. Data shows that the number of videos uploaded every minute has been growing by 40 percent between 2014 and 2020. Monthly, YouTube records 2.1 billion active users worldwide, with the number projected to continue growing with time. The high number of visitors can be attributed to the ease with which users can access the website, with data showing that 40.9 percent of YouTube watch time occurs on Mobile devices. Notably, the largest percentage of users, 56 percent, are male, with the age distribution being across the board.
Consequently, YouTube has emerged as an indispensable tool for marketers keen to achieve the efficient utilization of marketing budget on their hands. The platform is largely used for awareness generation, customer engagement, and sales conversion. Google reckons that 70 percent of YouTube viewers who saw marketing advertisements on their platform end up buying a brand after seeing it on YouTube, indicating the efficiency of the platform in product and service conversion. In 2020, Apple spent US$237.15 million running advertisements on the platform, which is a testament to the effectiveness of the platform as a marketing platform (Tafesse, 2020). As long as marketers ensure that they create a captivating YouTube ad and place it in front of the right audience, they can be assured that they will recoup their advertising spend. One way through which marketers can improve upon their ability to develop captivating YouTube videos is by analyzing trending YouTube videos so that they can develop captivating advertisements. In this paper, data on the most popular YouTube Videos released in a decade from 2007 to 2016 is analyzed to usable and distillate information on the elements that account for the popularity of YouTube videos. The reason for choosing 10 years of data is that YouTube became popular software in the same decade, while streaming media also became increasingly popular in the same decade. Using data from within 10 years is more informative. The data contains 115 popular videos published on YouTube website between 2007 and 2016, where the data items include video release date, video type, video duration and other information. The video types include Video Category Label, Travel & Events, Sports, etc. The video duration is stored in seconds, which we need to convert to minutes in the analysis process. The hotness of different videos is expressed as viewCount, likeCount, dislikeCount, commentCount, which reflect the number of views, likes and dislikes respectively, while commentCount directly reflects the hotness of audience participation in discussions. Video popularity is determined by viewCount, likeCount, dislikeCount, commentCount.
为什么是这10年间？如何判定视频的受欢迎程度？样本量是多少？
3 Research Question
The purpose of the current research paper is to investigate the feature of popular YouTube videos that were released on the website between 2007 and 2016. The features of interest include the duration of the video, clarity of the video, category of the video, viewers’ reaction to the video, and the number of views. Thus, the guiding researcher question will be:
What are the defining characteristics of the trending videos on the YouTube platform between 2007 and 2016?
4 Methods
The researcher collected data on the popular videos released between 2007 and 2016. Variables of interest in the collected data include the year of release, the type of video, video duration, the category of the video, and the viewer's reaction to the video, among others. Once the data was collected, it was prepared for analysis and analyzed using Tableau. The resulting data types with their corresponding samples are detailed in Table 1 below.
Table 1 Data Types and Styles
Listings
Data style
Data sample
channelId
Char
UCU1_l0ZJyTK_7HZZ3Ruw8Dg
channelTitle
Char
MAPS
videoId
Char
pTnk3ziVVRM
publishedAt
Date
2014-01-10T01:24:57.000Z
videoTitle
Char
Psychedelic Horizons
videoDescription
Char
Watch the full workshop
videoCategoryId
Int
29
videoCategoryLabel
Char
Nonprofits & Activism
duration
Char
PT1H19M40S
durationSec
Int
4780
definition
Char
hd
caption
Boolean
FALSE
viewCount
Int
1512
likeCount
Int
8
dislikeCount
Int
0
commentCount
Int
1
5 Results
1 Video Distribution in the Calendar Year
The data showed that the distribution of popular videos increased significantly over time. Observably, the dataset contained 115 videos, with the last three years accounting for 88 of the most popular videos. As shown in figure 1, the growth of popular YouTube videos was gradual and became visible from the year 2011 to the year 2016. The only decrease in the number of videos was reported in 2011 when two popular videos were reported compared to five popular videos reported in 2010. Notably, the number of popular videos tripled from 2014 to 2015, given that 12 popular videos were reported in 2014, a number that more than tripled to 38 in 2015.
Fig. 1 Distribution of Videos between 2007 and 2016
2 Video Length
There was a significant difference in the length of the popular video from the analysis of the dataset. 81.74 percent of the popular videos analyzed had a length between 0 to 9 minutes. Greater than 9 minutes to 18 minutes of video length accounted for 13.04 percent of the analyzed videos. Videos of more than 18 minutes only accounted for only 5.22 percent of popular YouTube videos between 2007 and 2011.
Fig. 2 Video Length Distribution
3 Distribution of Video Definition
From 2007 to 2011, all the popular videos had a standard definition (SD). SD describes a video with a pixel height of 480p. In 2012, the percentage of popular videos in SD dropped to 57.14 percent, with 42.86 percent of the videos being in High Definition (HD). HD videos have a pixel height of either 720p or 1080p and have a considerably higher quality than SD videos. The percentage of the number of HD quality videos in the most popular video has been on the increase over the years, with 55.56 of the popular videos in 2013 being HD, 75 percent of videos in 2014 being HD, 71.05 percent of the videos in 2015 being HD, and 89.47 percent of the video in 2016 being reported as HD. On the other hand, the number of popular videos in SD definition has been slowly decreasing over time.
Fig. 3 Video Distribution by Definition
4 Categorization of Popular Videos
The categorization of the popular video was different across video types from 2006 to 2017. Analysis of the data revealed that for most of the popular videos, 37.39 percent were People and Blogs. The next category that had the highest number of popular videos was Science and Technology, at 26.09 percent of the popular videos generated over the period of analysis. Overall, the two categories accounted for nearly two-thirds of the most popular videos. Entertain...
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