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With 1.9bn Users, YouTube Streams 180mn Hours to TV Screens Daily

YouTube's monthly user base has touched 225 million in India, reaches 80 per cent of the Internet population

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YouTube
YouTube music will separate the movies and music section on the platform. Pixabay
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Over 1.9 billion users are logging into Google-owned YouTube each month and on average, users now watch over 180 million hours of YouTube on TV screens every day, YouTube CEO Susan Wojcicki has said.

“Our overall interactions, such as likes, comments and chats, grew by more than 60 per cent year over year. More and more creators are building their businesses and discovering that they can shape the global conversation with just a phone and an Internet connection,” Wojcicki said in a mid-year update over the weekend.

“We made a conscious effort to respond on social media, and we answered 600 per cent more tweets through our official handles (@TeamYouTube, @YTCreators and @YouTube) in 2018 than in 2017 and grew our reach by 30 per cent,” Wojcicki informed.

YouTube has built a new feature that enables it to deliver relevant information in YouTube Studio (formerly known as Creator Studio).

“In February, we began testing a new dashboard with a small group of creators. The dashboard, which was launched for all English channels, will soon be available in an additional 76 languages in the next two weeks,” she noted.

When it comes to channel membership, viewers pay a monthly recurring fee of $4.99 to get unique badges, new emojis, Members-only posts in the Community tab, and access to unique custom perks offered by creators.

“We worked with a small group of creators to develop this service and are expanding it to eligible channels with more than 100,000 subscribers and even more creators in the coming months,” the YouTube CEO said.

YouTube
YouTube on a smartphone device. Pixabay

Every day, over 60 million users click into or engage with YouTube Community posts.

“Livestreaming continues to be an area of growth for creators, with watchtime of livestreams increasing by 10X over the last three years,” Wojcicki added.

With the increasing penetration of smartphones, data becoming affordable and ever-growing availability of content, 80 per cent of internet users across all age-groups in the country are accessing YouTube, Google India said on Friday.

YouTube’s monthly user base has touched 225 million in India, reaches 80 per cent of the Internet population.

Also Read: YouTube to Invest $25mn in Countering Fake News

The platform recently announced a “Copyright Match” tool, which uses the matching power of Content ID to help creators find copies of content when it’s been uploaded by other channels.

With this tool, after a new video is uploaded, YouTube would run a scan to see if there is any other video that resembles the uploaded video very much or is the same and if there is a “match”, it would appear on the “matches” tab.

“We’ve been testing this tool with a thousand creators over the last year to tailor it to your specific needs and is a great complement to the range of copyright tools we provide,” Wojcicki said. (IANS)

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Study Reveals That YouTube Influencers Rarely Disclose Their Marketing Relationships

In addition, they are working on computational methods to detect other types of hidden advertising on social media, including sponsored content and product giveaways, which are less straightforward to identify than affiliate marketing

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YouTube influencers rarely disclose marketing relationships: Study. Pixabay

Even as social media has started playing a very significant role in our decisions, many people who create content to promote products on popular platforms such as YouTube and Pinterest do not always disclose their marketing relationships with the companies, reveals new research.

The study focused on affiliate marketing, in which companies pay a commission to social media figures for driving sales.

Content creators who produce videos, photos and commentary are rewarded when their followers purchase products after clicking on affiliate marketing links included in their social media posts.

Researchers from Princeton University’s Department of Computer Science extracted affiliate marketing links from randomly drawn samples of about 500,000 YouTube videos and 2.1 million Pinterest pins.

They found 3,472 YouTube videos and 18,237 Pinterest pins with affiliate links from 33 marketing companies.

The researchers found the links by identifying characteristic patterns in the URLs (Uniform Resource Locators) that marketers use to track readers’ clicks.

YouTube
YouTube music will separate the movies and music section on the platform. Pixabay

They then used natural language processing techniques to search for disclosures of affiliate marketing relationships within the ‘videos’ and ‘pins’ descriptions.

Disclosures were present in around just 10 per cent and seven per cent of affiliate marketing content on YouTube and Pinterest, respectively.

These findings were published in the journal, ‘Proceedings of the ACM on Human-Computer Interaction’.

Also Read- Apple Accused of Making False Claims About its iPhone X Series

In view of these findings, the researchers proposed that regulators should take broader legal action against affiliate marketing companies for failures to disclose, and recommend that social media platforms make it easier for content creators to disclose marketing relationships in a standardised way.

The lead author of the study, Arunesh Mathur, a computer science graduate student, and his colleagues are also developing a web browser extension that would automatically flag some types of paid content, Princeton University said in a statement.

In addition, they are working on computational methods to detect other types of hidden advertising on social media, including sponsored content and product giveaways, which are less straightforward to identify than affiliate marketing. (IANS)