Convergence of linear television and digital platforms: An analysis of YouTube offer and consumption

Abstract

This research studies the offer and consumption on YouTube in Spain of videos from the three main media groups on free-to-air TV. Firstly, a study of the offer of these channels’ onset platforms was conducted. Later, the audience data gathered by YouTube Data API and Comscore between February and May 2020 was analyzed to ascertain the traditional broadcasters’ strategy regarding new viewing windows. The results indicate that this window display is used mainly as a promotional strategy and the channels do not consider it to be a key element in their digital strategy, with practical nonexistence of crossmedia initiatives and exclusive content. The consumer analysis permits definition of the TV content, its success and user patterns.

La audiencia prosumidora en Operación Triunfo (OT9, OT10 y OT11). ¿Revitalización del formato televisivo?

“…Directamente relacionado con esto, desde el punto de vista de la narrativa, surge el concepto de Narración Transmedia (NT), acuñado por Jenkins (2003) Scolari, 2013). La utilización de segundas y terceras pantallas, por parte de los canales de televisión tradicionales, ha abierto una nueva vía para incrementar su audiencia (González-Neira et al, 2021); es el caso del talent show Operación Triunfo, que será abordado en este estudio. La participación activa de los usuarios es un aspecto clave de las NT, y los avances tecnológicos han favorecido esta involucración de los prosumidores.…”

“…Este estudio refuerza esta afirmación y la complementa al analizar las tres últimas ediciones de este programa. Al mismo tiempo, plantea una importante reflexión ligada a la evolución que ha sufrido la audiencia tradicional, que ahora convive con la audiencia social, y que se ha visto materializada en la participación activa que han mantenido los seguidores de OT bajo una estrategia transmedia (González-Neira et al, 2021).…”

An analysis of cultural dissemination and national image construction in Chinese influencer Li Ziqi’s vlogs and its impact on international viewer perceptions on YouTube

“…While YouTube has obvious social media functions such as 'sharing, ' 'liking, ' and 'commenting, ' some studies show that YouTube is a new channel of media transmission that has become a video repository for TV channels (video-on-demand). Despite the alternative uses by viewers, YouTube can be regarded as an extension of conventional broadcasting strategies of media convergence (Murschetz 2016;González-Neira et al 2021). YouTube speaks to traditional broadcasting media akin to television in that producers' videos reflect one-to-many communication through well-produced and scheduled videos, which viewers can re-watch.…”

The Paralympics on YouTube: Alternative content creation and the digital consumption of the Paralympics

“…As hinted, co-existing and powerful processes related to the convergence and digitalisation of media have resulted in novel audio-visual consumption patterns (González-Neira et al ., 2022) and emerging digital spaces. Importantly, sport events, teams, organisations and governing bodies – such as the International Olympics Committee (IOC) and IPC – have not remained unaffected by this ‘digital transformation’ (see Burton et al ., 2021).…”