Audience usage patterns of YouTube and the impact of its promotional content on them/ A field study at the University of Baghdad

Abstract

This study examines the audience's usage patterns of YouTube and the impact of its promotional content. It aims to determine the extent of audience use of
YouTube and its impact on their behavior. A questionnaire was used to measure the audience, consisting of (150) individuals. The study reached several results,
the most important of which are the daily use of YouTube by the sample, and the high average daily viewing hours, most of which occur in the evening. The
audience uses YouTube for various motives, the first of which is entertainment, followed in order by the motive of obtaining information, sharing video clips with
others, publishing content, or promoting a product the user wants to advertise. There is also an impact of promotional content on the audience through the use of
YouTube for promotion.