RT Journal Article
T1 Convergence of linear television and digital platforms: An analysis of YouTube offer and consumption
A1 González-Neira, Ana
A1 Vázquez Herrero, Jorge
A1 Quintas Froufe, Natalia
K1 digital video
K1 vídeo digital
K1 digitalization
K1 digitalización
K1 dixitalización
K1 vídeo dixital
K1 audience
K1 audiencia
K1 television
K1 televisión
K1 YouTube
AB This research studies the offer and consumption on YouTube in Spain of videos from the three main media groups on free-to-air TV. Firstly, a study of the offer of these channels’ onset platforms was conducted. Later, the audience data gathered by YouTube Data API and Comscore between February and May 2020 was analyzed to ascertain the traditional broadcasters’ strategy regarding new viewing windows. The results indicate that this window display is used mainly as a promotional strategy and the channels do not consider it to be a key element in their digital strategy, with practical nonexistence of crossmedia initiatives and exclusive content. The consumer analysis permits definition of the TV content, its success and user patterns.
PB Sage
YR 2021
FD 2021
LK http://hdl.handle.net/10347/31737
UL http://hdl.handle.net/10347/31737
LA eng
NO González-Neira, A.; Vázquez-Herrero, J.; Quintas-Froufe, N. (2022). Convergence of linear television and digital platforms: An analysis of YouTube offer and consumption. European Journal of Communication, 37(4). https://doi.org/10.1177/02673231211054720
DS Minerva
RD 28 abr 2026