유튜브 스튜디오 분석플랫폼을 활용한 콘텐츠 효과 측정에 관한 연구 아리랑 TV 아임 라이브(I’m LIVE) 프로그램을 중심으로

The purpose of this study was to analyze the effect of Arirang TV’s I’m Live YouTube content to set the direction of content production to prevent the departure of international broadcasting viewers and secure scattered potential viewers. To this end, key variables related to YouTube content ‘after exposure context’ were identified and analyzed based on the theory of use and gratification. And then the content effect on ‘after exposure context’ was analyzed. As a result of the study, it was found that I’m Live was watched in 96 countries around the world, and they mainly experienced content viewing through YouTube keyword search, search function, recommended video, and play list. The percentage of subscribers and non-subscribers of I’m Live viewers was 7.7%, and the rest were non-subscribers. Therefore, a strategy that can attract non-subscribers to subscribers is needed to secure basic viewing time. There is a significant difference in the preferred content of subscribers and non-subscribers, and on the I’m Live YouTube channel, full episodes of more than one minute showed the highest viewing time. In addition, the viewing time of videos not designated in a specific language was high without separate subtitles and dubbing. Therefore, except in special cases, it is suggested not to provide unnecessary dubbing or subtitles so that the viewing disturbance does not occur.