ytforskning

Ytforskning, or YouTube research, is the scholarly study of the video-sharing platform YouTube and its role in communication, culture and society. It encompasses analysis of video content, user behavior, communities, algorithms, monetization, and governance. Researchers investigate how recommendation systems shape viewing practices, how creators build audiences, and how YouTube functions as a news source, educational space, entertainment venue, or public forum. The field is interdisciplinary, drawing on media studies, sociology, anthropology, communication science, information science, and computer science.

Common research themes include the production and reception of video content, the dynamics of influencer culture, moderation and platform policies, copyright and fair use, misinformation and political communication, digital literacy and education, fan cultures, and the global spread of memes and trends. Researchers may study algorithmic bias, watchtime optimization strategies, advertising and monetization models, and the impact of YouTube on marginalized communities. Comparative studies across languages and regions are also common to understand how local contexts interact with platform design.

Methods and data: Studies employ qualitative approaches such as interviews, ethnography, discourse analysis, and case studies, as well as quantitative methods using large-scale data from publicly available videos, channels, comments, metadata, and API access. Mixed-method designs are common. Ethical considerations include user privacy, informed consent, copyright, and compliance with terms of service.

Impact and relevance: Ytforskning informs debates about digital policy, media literacy, platform design, and regulation. It contributes to understanding online culture, misinformation, and the social implications of algorithm-driven content, aiding educators, policymakers, researchers, and creators in navigating YouTube’s evolving landscape.