Analyzing Commercial Collaboration Attractiveness in YouTube Based on Micro-Analytical Content Labeling and Audience Retention

Date
2022-01-04
Authors
Parvinen, Petri
Tandefelt, Markus
Pöyry, Essi
Lähtevänoja, Antti
Mattila, Osmo
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For creators of online video content, it is essential to understand how the audience reacts to different details within the content and how those reactions affect their viewing behavior, such as rewatching or skipping a moment or closing the video altogether. Understanding detailed viewing in terms of audience retention statistics is crucial for commercial collaborative content, as online video hosting such as YouTube freely allows commercial collaboration of different kinds, unlike many TV channels, for example. This paper proposes a research agenda for micro labeling commercial collaborative content to understand how to make it increase – not ruin – audience retention. We employ sport entertainment media as a case example but derive implications for not only media channel owners but also to marketers, influencer personalities and platform developers.
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Practitioner Research Insights: Applications of Science and Technology to Real-World Innovations, advertisement, audience retention, commercial collaboration, micro labeling, youtube
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4 pages
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Proceedings of the 55th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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