YouTube is an American video-sharing platform that allows its users to upload unlimited video content. It was founded in 2005 and became a subsidiary of Google, a multinational technology company that specializes in Internet-related services and products, in 2006.
This report is the first of its kind on YouTube and the Canadian media ecosystem. My role in this nation-wide report is largely research based, using my cultural and anecdotal understanding of the platform to produce digestible written content on a dense subject.
Our team was contracted by Google to produce a report that critically analyzes the values YouTube provides to the Canadian media industry. As an early adopter of the platform, I supplemented my research with years of personal experience to draft several of the preliminary versions of the report, seeing it to its final form and contributing throughout.
My knowledge of pop culture hallmarks throughout the history of YouTube was essential in identifying and mapping out consumer trends over the years.
By performing extensive consumer surveys through tools, such as Survey Monkey, I was able to take hundreds of pages worth of complex data and distil them into snapshots of emergent stories found from our results. Additionally, a combination of numeric consumer data and its contextual value, as well as analyses of YouTuber data from Social Blade, allowed me to draw informed conclusions about the Canadian YouTube sphere and its impact on the larger Canadian media industry.
The report deals with user and audience trends related to the watch-time of a global audience, specifically in the context of Canadian content creators. Along with analyzing the impact of Canadian YouTubers, YouTube Canada’s contribution to the Canadian economy is dissected as a whole.