2021 Volume 10 Issue 1 Pages 17-33
In this paper, firstly we clarified the usage pattern of YouTube smartphone app-architecture, then we addressed the relationship between the architecture usage patterns and the viewing time, and the frequency of viewing video genres. We tackled this issue because of three previous studies: (1) architecture can have an impact on users' behavior in Internet services, (2) it is undecided whether the architecture of personal identification and information recommendation narrows or widens the range of information at the content level, and (3) viewing video genres can be divided in high-choice media. There is also a background that empirical research on user behavior at the video genre level is scarce, in spite of the spread of internet video services.
The result of a web questionnaire survey on 604 men and women between the ages of 15 and 49 who used the YouTube smartphone app at least once in last seven days showed 5 patterns of architecture usage. Among them, “Use All Architectures Frequently” group and “Registered Channels” group have long app viewing time. In addition, we indicated that users who use the architecture which adopts the video recommendation algorithm more frequently watch / listen “music” genre videos more frequently, and that those who use with an emphasis on the registered channel watch / listen “sports / show business / video on the spot” genre, “learning knowledge / social information” genre, and “entertainment” genres videos less frequently. At the end of the paper, we discussed these results.
