Viewer Response and Content Analysis of Videos on YouTube Channel of Pau Ludhiana.
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Date
2024
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Punjab Agricultural University
Abstract
YouTube videos can be used in agriculture for a variety of purposes from increasing awareness to teaching about agricultural advances. The present study was conducted with the
aim to analyze comprehensively the YouTube channel and to analyse the content and viewer response about the videos of Punjab Agricultural University Ludhiana. All the videos
published on the YouTube channel were divided into two categories i.e., scripted or non scripted. A total of 501 scripted videos were selected for final analysis. For the content
analysis, scripted videos were further categorized into four major areas i.e., crop management, water management, pest management and weed management. Selecting two from each area, a total of eight videos were selected for the content analysis. A total of 150 farmers and 64 Agriculture Development Officers (ADOs were included in the study for ascertaining viewer’s response regarding selected videos. The findings revealed that WhatsApp was the most frequently used communication channel for sharing videos of PAU channel. The total watch time of non-subscribed users was 63.18 per cent. Majority (85.23 %) of the videos are not included in any playlist. Videos on virtual kisan mela (5.75%), indicating a significant interest in online platforms. The majority of videos were on pest management followed by information given on varieties of different crops. Highest watch time per cent and impression were found on videos related to models on renewable energy. Highest thumbs up were given to videos related to weed management and highest number of comments was found on videos related to subsidiary occupation. Highest fraction of video watched per cent were found on crop management (miscellaneous) with 49.38 per cent. Kharif season videos have been consistently published over the years, with the highest count observed in the year 2021 due to COVID-19 period. Highest fraction video watched per cent were found on the videos time length of <1 min with 89.72 per cent, which indicating that viewers are more engaged with short content videos. Majority of respondents perceived that the video’s language was simple, duration of message were sufficient and they were highly satisfied. Majority (86 %) of the farmers and ADOs felt that the information was factual. Based on the findings it may be suggested that videos reach can be enhanced by using various necessary functions i.e., playlist, thumbnail, video tags, keywords, end screen etc. during uploading of the videos. There is a scope to prepare and publish videos related to entrepreneurship and subsidiary occupation on the channel.
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Citation
Davinder Singh (2024). Viewer Response and Content Analysis of Videos on YouTube Channel of Pau Ludhiana. (Unpublished M.Sc. thesis). Punjab Agricultural University, Ludhiana, Punjab, India.