Technology used
The technology involved in youtube is very varied because each video being hosted on the site is individual, so the technologies involved in making each video change. However, for Potter Puppet Pals the process to get their video hosted on youtube involved creating and editing it and uploading it onto their youtube account.
Youtube is replacing regular television viewing, instead providing a database of amateur (as well as professional programs which have been uploaded) videos which can be viewed at anytime by anyone. Related programs are also shown so that people can watch videos, which are similar to those that they enjoy. Youtube offers more freedom in consumption of videos and the videos tend to be more unique and entertaining than normal TV, partly because there are no governing bodies, which control what can and cannot be uploaded.
The Media being used
Youtube includes many types of media although they are mostly video clips due to the sites nature. You can favourite videos, rate them, comment on them, post responses and download the videos amongst other things.
This particular episode of Potter Puppet Pals has had over 41,177,200 views since March 23, 2007, showing that youtube has an incredibly large reach.
Audience
There is no main target audience to Youtube or the video. The success of Youtube comes in the fact that anybody can upload anything and there are going to be people who will enjoy it and find it funny if it is intended to be so. There is no real plot, or jokes, the comedy is mainly found in the physical actions and limited audio track and so may be limited to people with that time of humour.
The benefit to the audience is that there is freedom in what they consume, they don’t have any restraints in terms of linear scheduling and by searching Youtube they can find sequences which appeal specifically to them.
Institutions
There are a large amount of institutions involved with Youtube because as it is so popular there are vast possibilities in terms of advertising. So much so that Google bought Youtube for $1.65 billion in 2006 and other institutions have seen the possibilities of Youtube for free advertising and companies have uploaded programs and funny adverts in the style of videos of their own to the site.
The audience gains from the attention that the institutions have given Youtube because it provides funding for improvements and general maintenance of Youtube, meaning that the service remains free.
Key concepts
The key concepts of Youtube are proliferation because the audience has a huge amount of choice as to what they watch, interactivity because the consumers can reply with responses to videos and rank videos, non-linear because the audience can watch any video they want, whenever they want because there are no restrictions. Democratisation plays a huge part in the success of Youtube; anybody can upload anything they want, providing an opportunity for people to demonstrate their talents in a community, which will offer feedback to the creator. The fact that Youtube is also free, again allows the democratisation because it doesn’t cost people to show their work. Diversification is a result of the large amount of videos uploaded, with such a large choice of videos it is inevitable that everybody is catered for in some way or another. Other key concepts include narrowcasting due the niche aspects of most videos and reach due to the large amount of videos and the accessibility of the site.
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