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Alberto-Jesús LÓPEZ-NAVARRETE Dr. Marga CABRERA-MÉNDEZ Dr Alberto-Jesús LÓPEZ-NAVARRETE Universitat Politècnica de València. Spain. [email protected] Dr. Marga CABRERA-MÉNDEZ Universitat Politècnica de València. Spain. [email protected] Dr. Rebeca DÍEZ-SOMAVILLA Universitat Politècnica de València. Spain. [email protected] Ángeles CALDUCH-LOSA Universitat Politècnica de València. Spain. [email protected] Formula for measuring the engagement of the viewer on YouTube: exploratory research on the main Spanish youtubers Fórmula para medir el engagement del espectador en YouTube: investigación exploratoria sobre los principales youtubers españoles Dates | Received: 04/06/2020 - Reviewed: 28/09/2020 - In press: 31/10/2020 - Published: 01/01/2020 Abstract Resumen This exploratory research focuses on providing Esta investigación exploratoria se centra en la empirical data on the interaction on YouTube, aportación de datos empíricos sobre la providing a useful formula to measure the interacción en YouTube, aportando una fórmula engagement rate, applicable through public útil para la medición de la tasa de participación, data from the social network. The aim is to aplicable mediante los datos públicos de la red contribute an initial series of empirical data and social. El objetivo es contribuir con una serie inicial general approaches that will drive future research de datos empíricos y los planteamientos in accordance with YouTube and user interaction. generales que impulsen futuras investigaciones The application of the formula is an opportunity to relacionadas con YouTube y la interacción del carry out comparative studies of engagement on usuario. La aplicación de la fórmula es una YouTube, as long as figures of interactivity - oportunidad para realizar estudios comparativos applause and conversion - and impact are de interacción en YouTube, siempre y cuando se gathered, data that the YouTube social network tengan en cuenta las cifras de interactividad — affords any user to collect. The results, derived aplauso y conversación— y de impacto, datos from applying the proposed formula on the main que la red social de YouTube permite recoger a Spanish youtubers, confirm the increase in cualquier usuario. Los resultados, aplicando la interaction in the Spanish YouTube user. In an fórmula propuesta sobre los principales youtubers exploratory way, a high engagement ratio is españoles, confirman el aumento de la observed in videos uploaded in 2019 compared interacción en el usuario español de YouTube. De with that obtained with older videos (2009). This forma exploratoria, se observa un mayor confirms that the real interactivity of the Spanish compromiso en los videos subidos en 2019 frente Internet user no longer has a low involvement with a videos más antiguos (2009), esto corrobora que the content, as concluded by Gallardo-Camacho la interactividad real del internauta español ya and Jorge-Alonso in 2010 and, as they predicted, no tiene una baja implicación con el contenido, their conclusions have changed over time. como concluyeron Gallardo-Camacho y Jorge- Alonso en 2010 y, que, tal y como vaticinaron, sus conclusiones han sufrido cambios en el tiempo. Keywords Palabras clave Engagement; Engagement rate; Interaction; Engagement; Interacción; Tasa de participación; YouTube; Youtuber YouTube; Youtuber López-Navarrete, A.J.; Cabrera-Méndez, M.; Díez-Somavilla, R. & Calduch-Losa, Á. (2021). Formula for measuring the engagement of the viewer on YouTube: exploratory research on the main Spanish youtubers. Revista Mediterránea de Comunicación/Mediterranean Journal of Communication, 12(2), 143-156. https://www.doi.org/10.14198/MEDCOM000013 1. Introduction 1.1. Calculating engagement on YouTube YouTube is the biggest video distribution platform in the world (Wattenhofer, Wattenhofer & Zhu, 2012). Created to share videos that allows users to upload their own material and view material posted by others (The Tech Terms Computer Dictionary, 2009), this social networking service is considered a convergence of traditional music film, television entertainment options (Shao, 2009). “YouTube” is the most searched term in Spain after “Google”, and its website had more than 400 million visits a month in 2019. It is one of the most widely used social media platforms in Spain, rated by Spaniards as the most preferred social networking service (Hootsuite & We are social, 2019). Its specific features as a social networking site include its multi-directional interaction between users, its hosting of both synchronous and asynchronous content, and the role played by its users as prosumers, i.e., simultaneous creators and consumers of content (Tapscott & Williams, 2008). The connection between YouTubers and their audiences is reinforced by the possibility of subscribing to their channels. Through subscription, users signal that they are particularly interested in the content posted by the YouTuber. For López-Gil & Angulo-Rasco (2015), subscriptions allow users to be even more connected to their favourite YouTubers, creating and developing bonds that grow stronger over time. In parallel with the growth of YouTube, studies identify a drop in television consumption among children and youth (Roca-Sales, 2009). Various researchers have sought to explain why teenagers are leaving television behind in favour of online platforms. Van-Dijck (2007) demonstrated that the popularity of YouTube was due to the fact that its content is created by young people and for young people, with YouTubers drawing in millions of young viewers who subsequently become subscribers. It is also one of the first platforms used by children when they begin interacting with the digital environment (Cánovas, 2014). In the field of social media communication, we define “engagement” as interactivity initiated by a user with a social networking account (Gluck, 2012). Such interactivity implies an emotional involvement in and/or commitment to posted content on the part of the user. It is therefore a measurement of the success of posts that have been accepted and valued by followers (Ure, 2018). When interacting with content, users dedicate time and energy to their connections with other users on a platform, demonstrating interest (Evans, 2010; Goodman, 2012). This suggests a higher level of involvement than mere content selection, asynchronous consumption and clicking (Gallardo-Camacho & Jorge-Alonso, 2010). Its importance lies in users’ digital interaction with the content they consume (Raso, 2016). While “engagement” refers to the connection that a brand (channel) has with its social network, the metric calculated by means of a formula to measure it is known as the “engagement rate” (Suárez-Ramírez, 2016). There is no single formula for measuring engagement rates, as the method differs depending on the social media platform concerned. Interactions in the form of likes, comments, and shares are common aspects for measuring user participation on social media platforms (Campillo-Alhama & Martínez Sala, 2019; Huertas-Roig; Setó-Pàmies & Míguez-González, 2015; Laeeq, 2016; Sánchez-Olmos & Hidalgo-Marí, 2016). There are also measurements that take into account the frequency of content creation and the impact on the calculation of interaction in specific time periods (Havas Media, 2013). In the case of YouTube, the influence of YouTubers can be measured based on the number of subscribers and views registered on their channels (Burges & Green, 2018). To determine the effectiveness of activity on social media platforms, it is necessary to identify the percentage of users exposed to a post and ascertain whether they engaged with it in some way (Ure, 2018). To this end, two major variables are examined: impact (exposure to content); and interaction (user involvement). Kaushik-Aushik (2011) identifies three types of interaction that can be used to calculate the emotional involvement of users: 1) Applause. Actions that indicate different degrees of agreement, interest, or empathy; 2) Conversation. Generated in response to content, this includes both comments (direct responses) and replies to other users (indirect responses); 3) Amplification. Actions that reproduce content, through sharing by users other than the content creator, both on and outside the social media platform itself. A distinction is thus made between “viral” and “non-viral” engagement, depending on whether it occurs on the social network platform itself or elsewhere (Ure, 2018). Applause and conversation indicators are considered non-viral, while amplification indicators are considered viral if the action is taken outside the social media platform (as is the case of YouTube). Social interaction on YouTube itself reflects all actions involving participation (likes, dislikes, comments, and video uploads) except for sharing videos (Laeeq, 2016). The sharing option takes place outside YouTube and may be done in various ways, such as sharing on other social media platforms, emailing the link to the video, or showing the video directly to other users. 144 1.2. Online viewer interaction With the creation and development of online video platforms,[1] a debate arose over the behaviour of internet users and their role (passive or active) in interacting with online content. There were authors who argued for the need for television to join forces with the internet (Castells-Oliván, 2007), and predictions of a passive role for viewers in response to online audiovisual content (Robinson & Geofffrey, 1997; Wolton, 2000). Others distinguished between passive consumption (viewing and reading) (Takahashi,
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