This book 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.

YouTube as a global online video portal and an alternative to TV -- Users and nonusers of YouTube and online video services -- What do digital natives watch on YouTube? -- How digital natives watch online videos : digital divide and media devices -- YouTube product review videos as eWOM -- Comments on YouTube product review videos -- YouTube and other social media -- Brand videos on YouTube -- Sponsored videos on YouTube -- Online video advertising viewership and avoidance on YouTube -- Most popular YouTube channels -- Is YouTube Red the ultimate viewing experience and the future of online video audience research?.