Audience and Business of YouTube and Online Videos

Louisa Ha is professor in the School of Media and Communication at Bowling Green State University and editor of Journalism and Mass Communication Quarterly.

• List of Tables and FiguresPrefaceAcknowledgmentsChapter 1. YouTube as a Global Online Video Portal and an Alternative to TVLouisa HaChapter 2. Users and Non-users of YouTube and Online Video Services Mohammad AbuljadailChapter 3. What Do Digital Natives Watch on YouTube?Alyssa Fisher and Louisa HaChapter 4. How Digital Natives Watch Online Videos: Digital Divide and Media DevicesLouisa HaChapter 5. YouTube Product Review Videos as eWOMNicky Chang BiChapter 6. Comments on YouTube Product Review VideosXiaoli WenChapter 7. YouTube and Other Social Media Fiouna Ruonan Zhang and Nicky Chang BiChapter 8. Brand Videos on YouTubeAlyssa FisherChapter 9. Sponsored Videos on YouTubeFiouna Ruonan ZhangChapter 10. Online Video Advertising Viewership and Avoidance on YouTubeKisun Kim and Claire Youngnyo JoaChapter 11. Most Popular YouTube ChannelsLouisa HaChapter 12. Is YouTube Red the Ultimate Viewing Experience and the Future of Online Video Audience Research Louisa HaAppendix A. Survey QuestionnaireAppendix B. In-depth Interview ProtocolIndexAbout the EditorAbout the Contributors

. . . . Ha has created a research agenda for other researchers to follow, which appears to be the greatest contribution of all from this book. YouTube is hardly static; Ha and her colleagues collected research findings seemingly point the way toward future studies of online video users.