以鉅量資料取徑分析台灣百萬YouTuber之經營模式

Using a Big Data Approach to Analyzing the Business Models of Taiwanese YouTubers with more than One Million Subscribers

劉芝宇(Liu Chih-Yu)

指導教授 ： 蔣旭政

國立臺灣師範大學/國際與社會科學學院/大眾傳播研究所/碩士(2021年)

https://doi.org/10.6345/NTNU202101857

摘要

近年來，隨著全球邁入網路時代，最劇烈轉變就是造就許多新興產業誕生，大眾最為熟悉的就是因應串流影音平台YouTube而崛起的職業「影音創作者」大家也之稱為「YouTuber」。本研究將整理目前台灣所有百萬訂閱YouTuber的公開資料，以大數據資料探勘的方式，抓取台灣四大百萬訂閱YouTuber發佈之所有影片的標題、觀看次數以及上傳日期加以分析，另外，本研究為了讓結果更全面，還會輔以內容分析法，深度解析影片內容製作模式，從內容層面分析四個頻道中觀看次數前後各15名之影片主題、影片製作模式、影片內容和影片鋪成，共120部影片。
研究結果顯示，台灣訂閱數前四名的YouTube頻道具備五項特點，分別為「品牌化」、「頻道名稱入標且標題格式固定」、「團隊合作」、「輕鬆、生活化」、「成為該領域佼佼者」。另外，用內容分析法對120部影片編碼後發現，較受閱聽人歡迎的影片主題為「日常生活」，影片製作模式為「自編自導自演」和過去其他研究員的研究結果不謀而合。
本研究旨在透過以上方法，用更全面的角度歸納出台灣百萬訂閱YouTuber的經營樣貌，給未來欲踏入影音創作領域的人或從事網路行銷、網路社群媒體經營操作及品牌經營等相關產業之影音工作者或企業參考運用，同時也為將來的學界與業界記錄下YouTube影音的成長軌跡以及找出影片之熱門要素。

關鍵字

鉅量資料 ； 內容分析 ； 社群媒體經營 ； YouTube ； 影音創作者

並列摘要

In recent years, as the world enters the Internet age, the most dramatic change has resulted in the birth of many new industries. The most familiar to the people is the professional "audiovisual creator" that emerged from the streaming audiovisual platform YouTube, also known as "YouTuber".
This research will collate the current public information of all million-subscribed YouTubers in Taiwan, and analyze the titles, views and upload dates of all videos published by Taiwan’s million-subscribed YouTubers by means of big data exploration. In addition, this in order to make the results more comprehensive, the research will be supplemented by Content Analysis Methods to deeply analyze the film content production mode. From the content level, it analyzes the film themes, film production mode, film content and film layout of the 15 people before and after the number of views in the four channels, A total of 120 videos.
The research results show that the top four YouTube channels in Taiwan have five characteristics, namely, "branding", "channel name bidding and title format fixed", "teamwork", "easy, life-oriented", and "become the leader in this field."Furthermore, after using content analysis to encode 120 videos, it is found that the theme of the film is "daily life" more popular with viewers, and the film production mode is "self-written, self-directed and self-acted" and other researchers' research results as same as other research in the past.
This research aims to use the above methods to sum up the business profile of Taiwan’s millions of subscriptions YouTubers from a more comprehensive perspective, for those who want to enter the field of video and audio creation in the future or engage in online marketing, online social media operations, and branding. It is used for reference by audio-visual workers or enterprises in related industries, and also records the growth trajectory of YouTube audio-visual and finds the hot elements of the film for the future academic circles and the industry.

並列關鍵字

Big Data ； Content analysis ； Social media management ； YouTube ； Video and audio creators

參考文獻

一、英文文獻

Arthurs, J., Drakopoulou, S., & Gandini, A. (2018). Researching YouTube. The International Journal of Research into New Media Technologies, 24, 1, 3-15.

Berelson, B. (1952). Content Analysis in Communication Research. Free Press.

Boyd, D., Crawford, K. (2012). Critical questions for big data: Provocations for a cultural,technological, and scholarly phenomenon. Information, Communication & Society, 15(5), 662-679.

Cheng, X., Dale, C., & Liu, J. (2008). Statistics and social network of YouTube videos. Paper presented at the Sixteenth International Workshop on Quality of Service (pp. 229-238).