How do YouTubers make money? A lesson learned from the most subscribed YouTuber channels

Bo Han

International Journal of Business Information Systems, 2020, vol. 33, issue 1, 132-143

Abstract: How to make money is getting an increasing interest from YouTubers. This study develops a new model to investigate how factors such as the number of views of a YouTuber's videos, the number of subscriptions to a YouTuber's channel, the after-view comment rate and the after-view attitude expression rate of a YouTuber's video, and the age of a YouTuber's channel can influence the YouTuber's yearly revenues. Data of 57 most subscribed YouTuber channels were collected. The data analysis shows that the number of views, the after-view comment rate, and the after-view attitude expression rate all have significant positive effects on a YouTuber's yearly revenues; however, the number of subscriptions to a YouTuber's channel does not have a significant effect on his/her yearly revenues. In addition, a YouTuber's yearly revenues decrease as his/her channel gets older. This study does not only contribute a new YouTube monetisation model to the video sharing research community, but also provides several practical implications to entrepreneurial YouTubers.

Keywords: YouTube; YouTuber; monetisation; video sharing; social media; business value. (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbisy:v:33:y:2020:i:1:p:132-143

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