YouTube & News: A New Kind of Visual News
Among the key findings of this study:
The most popular news videos tended to depict natural disasters or political upheaval-usually featuring intense visuals. With a majority of YouTube traffic (70%) outside the U.S., the three most popular storylines worldwide over the 15-month period were non-U.S. events. The Japanese earthquake and tsunami was No. 1 (and accounted for 5% of all the 260 videos), followed by elections in Russia (5%) and unrest in the Middle East (4%).
News events are inherently more ephemeral than other kinds of information, but at any given moment news can outpace even the biggest entertainment videos. In 2011, news events were the most searched term on YouTube four months out of 12, according to YouTube’s internal data: the Japanese Earthquake, the killing of Osama bin Laden, a fatal motorcycle accident, and news of a homeless man who spoke with what those producing the video called a “god-given gift of voice.” Yet over time certain entertainment videos can have a cumulative appeal that will give them higher viewership.
Citizens play a substantial role in supplying and producing footage. More than a third of the most watched videos (39%) were clearly identified as coming from citizens. Another 51% bore the logo of a news organization, though some of that footage, too, appeared to have been originally shot by users rather than journalists. (5% came from corporate and political groups, and the origin of another 5% was not identified.)
Citizens are also responsible for posting a good deal of the videos originally produced by news outlets. Fully 39% of the news pieces originally produced by a news organization were posted by users. (The rest of the most popular news videos of the last 15 months, 61%, were posted by the same news organizations that produced the reports.) As with other social media, this has multiple implications for news outlets. Audiences on YouTube are reshaping the news agenda, but they are also offering more exposure to the content of traditional news outlets.