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A Metrical Study of YouTube Usage at Ontario Universities

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Presentation by Tim Brunet and Katie Putnam, University of Windsor.

Presentation by Tim Brunet and Katie Putnam, University of Windsor.


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  • 1. A Metrical Study of YouTube usage at Ontario Universities • YouTube Primer • Most Views • Content • Channels • Recommendations
  • 2. Research Strategy • Top 15 • Market Share
  • 3. Top University by Top 15 Most Viewed Videos Proportion of Market Toronto 2 (13%) Student Population (Fall 2009) York Ottawa Western Ryerson 1 (24%) McMaster 3 (10%) Waterloo Carleton Guelph 4 (7%) Queens 5 (7%) Brock Laurier Windsor Laurentian Lakehead Trent UOIT Nipissing OCAD
  • 4. Proportion of Students to Top Views 80 300 70 250 60 200 50 40 150 30 100 20 50 10 0 0
  • 5. Look at the Content of Videos (By Number of Views) 4000000 Parties etc. (R) Projects/Research (T) 3500000 Official Videos (O) Promo Videos (P) 3000000 Clubs/Student Groups (C) Negative Media (N) Lectures/Educational (L) Sports/School Spirit (S) 2500000 Planned Events (E) Just for Fun (F) 2000000 1500000 1000000 500000 0
  • 6. Content by Institution (By Percentage of Views) 100% 90% R 80% T 70% O 60% P 50% C 40% N 30% 20% L 10% S 0% E F Distribution of Views by Category 5000000 4500000 4000000 3500000 3000000 2500000 2000000 1500000 1000000 500000 0 F E S L N C P O T R
  • 7. Top University by Category (data taken January 31st, 2010) 3500000 3000000 Just For Fun – York (3, 069, 692) 2,006,171 Forrest Gump in One Minute, in One Take 2500000 2000000 1500000 1000000 500000 T 0 P N S F
  • 8. Top University by Category (data taken January 31st, 2010) Student Projects/Research – 1600000 Toronto (1, 072, 392) 514,940 1400000 Bumptop Prototype 1200000 1000000 800000 600000 400000 200000 R 0 O C L E
  • 9. Top University by Category (data taken January 31st, 2010) 1200000 1000000 800000 600000 Lectures/Educational – Carleton (845, 891) 400000 351,158 Reactions of sodium and Potassium with Water 200000 0 O C L E
  • 10. Top University by Category (data taken January 31st, 2010) 900000 800000 Planned Events (i.e. Bands, 700000 Conferences) – OCAD (845, 891) 845,891 600000 Shakeela 500000 400000 300000 200000 100000 0 R P N E
  • 11. Top University by Category (data taken January 31st, 2010) 450000 400000 350000 300000 250000 Sports/School Spirit – Carleton 200000 (425, 783) 425,783 JJ, son of MJ, has promising debut 150000 100000 50000 0 O C S 78,188 / 228,423 Biggest NHL Hit Ever 294,497 UWO Cheerleaders Promo Video
  • 12. Top University by Category (data taken January 31st, 2010) 450000 400000 350000 300000 250000 Negative Media – Western (404, 433) 200000 UWO arrest October 14 2009 379,319 150000 100000 50000 0 R P N
  • 13. Top University by Category (data taken January 31st, 2010) 300000 Parties – Toronto (267, 823) 250000 267,823 Crazy Toronto University/College Party! 200000 150000 100000 50000 0 O C
  • 14. Top University by Category (data taken January 31st, 2010) 160000 Clubs/Student Groups – 140000 York (141, 560) Air York Vol. 7 56,739 120000 100000 Promotion Videos – 80000 Laurentian (141, 621) 141,621 Michael Shermer Out of Body Experiment 60000 52,716 Queen's University Rick Mercer Monday 40000 Report Pt 1 Official – Brock (9, 844) 20000 4,969 Brock University 9,533 0 Queen's University promo O C
  • 15. Top University by Category (Review) (data taken January 31st, 2010) Just For Fun – York (3, 069, 692) 2,006,171 Forrest Gump in One Minute, in One Take Student Projects/Research – Toronto (1, 072, 392) 514,940 Bumptop Prototype Lectures/Educational – Carleton (845, 891) 351,158 Reactions of sodium and Potassium with Water Planned Events (i.e. Bands, Conferences) – OCAD (845, 891) 845,891 Shakeela Sports/School Spirit – Carleton (425, 783) 425,783 JJ, son of MJ, has promising debut 78,188 / 228,423 UWO Cheerleaders Promo Video
  • 16. Top University by Category (cont’d) Negative Media – Western (404, 433) UWO arrest October 14 2009 379,319 Parties – Toronto (267, 823) 267,823 Crazy Toronto University/College Party! Clubs/Student Groups – York (141, 560) Air York Vol. 7 56,739 Promotion Videos – Laurentian (141, 621) 141,621 Michael Shermer Out of Body Experiment 52,716 Queen's University Rick Mercer Monday Report Pt 1 Official – Brock (9, 844) 4,969 Brock University 9,533 Queen's University promo
  • 17. Total of Top 10 Videos Uploaded to Official Channel 120000 100000 80000 60000 40000 20000 0 * * * Less than ten videos posted to official channel
  • 18. Overview of Universities with Channels Channel Views: UofT Faculty 5,439 UofT Staff Channel Views: Subscribers: Total Upload Views: UofT online ad 09/10 1,074 22 33,518 UofT online ad 08/09 Total Upload Views: Subscribers: UofT Students 13,188 140 Channel Views: 16,171 Research Channel Views: Uottawa Community Total Upload Views: Schulich 4,479 Get the Scoop 68,638 Make a Difference Total Upload Views: Virtual Tour Subscribers: Alumni 24,586 Events 213 In the News Subscribers: Alumni Welcome to Western 61 Prospective Students Channel Views: Ask a Mac Expert 5,424 Mac in a Minute Channel Views: Subscribers: Total Upload Views: Meet the Faculty 8,722 96 20,496 Total Upload Views: Subscribers: 28,124 71 Channel Views: 12,226 Carleton in the News Channel Views: Subscribers: Science Total Upload Views: 540 18 Lectures 121,472 Total Upload Views: Subscribers: Convocation and 3,106 192 Carleton
  • 19. Summary of Universities with Channels cont’d Channel Views: Subscribers: Channel Views: Subscribers: 5,224 82 562 20 Total Upload Views: Total Upload Views: 59,379 12,672 Channel Views: Channel Views: Subscribers 914 Residence 2,046 19 Total Upload Views: Orientation Week 1,124 Brock Fun Total Upload Views: 4,726 Subscribers: Badger Athletics 23 Both Sides of the Brain Channel Views: Subscribers: Channel Views: Subscribers: 1,053 7 547 10 Total Upload Views: Total Upload Views: 6,333 4,038 Channel Views: Subscribers: Channel Views: Subscribers: 2,436 47 2,518 18 Total Upload Views: Total Upload Views: 20,529 23,465
  • 20. Data Summary of Universities with Channels Number of Videos on Channel Total Views on Channel Uploads 180 140000 160 120000 140 120 100000 100 80000 80 60000 60 40 40000 20 20000 0 0 Average View Per Video 2500 Number of Channel views 18000 16000 2000 14000 12000 1500 10000 8000 1000 6000 4000 500 2000 0 0
  • 21. What Makes Channels Successful • Videos that appeared frequently on University Channels – Convocation videos – Recruitment videos – Lectures – Successful Alumni – Student Experiences – Sports Footage • Unique Video Ideas – Ryerson Video Contest – Nipissing Talkspot – So You Think You can Teach – How-to Videos
  • 22. Recommendations
  • 23. YouTube Focus
  • 24. Something for Everyone
  • 25. What about negative media?
  • 26. OMLG!
  • 27. Oh My Lady Gaga
  • 28. • Use self-policing strategies. • Temporarily lock down non-benevolent users from resources. • Enable users to notify you
  • 29. http://www.flickr.com/photos/dannysullivan/266125099/
  • 30. Promise Tool Bargain
  • 31. What We Should Deliver Some Examples Include: • Lectures • How to videos • Events • Intellectual Property http://www.flickr.com/photos/7628211@N08/457155220/
  • 32. Taken on May 9, 2010 from: http://www.youtube.com/user/MIT
  • 33. Copyright issues?
  • 34. The Copyleft Movement
  • 35. Produsage • Open Participation, Communal Evaluation • Fluid Heterarchy, Ad Hoc Meritocracy • Unfinished Artefacts • Common Property, Individual Rewards John Quiggin: “[it is] possible to undertake large projects on the basis of many small contributions. . .It is, in general, impractical to pay participants in these projects, and monetary payments tend to crowd out altruistic and other motivations.”
  • 36. Provide production resources U-channel services a Avoid commercial non-commercial noise. activity Vie for a self-policed Make intellectual altruistic community. property contributions. Avoid attempts to lock down the commons in a proprietary framework
  • 37. Thank you for coming! • Statistical Research and Video Filtering: Katie Putnam • Project Structure and Focus: Tim Brunet • What’s next: Tim Brunet • AffiliatedDepartments – Uwindsor: Office of Liaison & Student Recruitment, Uwindsor Outstanding Scholars Program, Deptartment of Mathematics and Statistics (Dr. Hlynka) – University of Alberta, Master’s of Art and Communication Technology program.