a metrical study of youtube usage at ontario universities

A Metrical Study of

K.Putnam T. Brunet Dr. M. Hlynka

Usage at Ontario Universities

A Metrical Study of YouTube usage at Ontario Universities

• YouTube Primer• Most Views• Content• Channels• Recommendations

Research Strategy

• Top 15• Market Share

Top University by Proportion of Market

Student Population (Fall 2009)TorontoYorkOttawaWesternRyersonMcMasterWaterlooCarletonGuelphQueensBrockLaurierWindsorLaurentianLakeheadTrentUOITNipissingOCAD

Top 15 Most Viewed Videos

1 (24%)

2 (13%)

3 (10%)

4 (7%)

5 (7%)

Proportion of Students to Top Views

Toronto

York

Ottawa

Weste

rn

Ryerson

McMaste

r

Waterlo

o

Carelton

Guelph

QueensBro

ck

Laurie

r

Windso

r

Laurentian

Lakehead

TrentUOIT

Nippising

OCAD0

50

100

150

200

250

300

Toronto

York

Ottawa

Weste

rn

Ryerso

n

McM

aster

Wate

rloo

Carelto

n

Guelph

QueensBro

ck

Laurie

r

Windso

r0

10

20

30

40

50

60

70

80

Look at the Content of Videos(By Number of Views)

Toronto

York

Ottawa

Weste

rn

Ryerso

n

McM

aster

Waterlo

o

Carleton

Guelph

QueensBro

ck

Laurie

r

Windso

r

Laure

ntian

Lake

headTre

ntUOIT

Nipissing

OCAD0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

Parties etc. (R) Projects/Research (T)Official Videos (O) Promo Videos (P)Clubs/Student Groups (C) Negative Media (N)Lectures/Educational (L) Sports/School Spirit (S)Planned Events (E) Just for Fun (F)

Content by Institution

Toro

ntoYo

rk

Ottawa

West

ern

Ryerso

n

McMast

er

Wate

rloo

Carleto

n

Guelph

Queens

Brock

Laurie

r

Windso

r

Lauren

tian

Lakeh

ead

Trent

UOIT

Nipissing

OCAD0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

RTOPCNLSEF

(By Percentage of Views)

F E S L N C P O T R0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

5000000

Distribution of Views by Category

Toro

ntoYo

rk

Ottawa

West

ern

Ryerso

n

McMast

er

Wate

rloo

Carleto

n

Guelph

Queens

Brock

Laurie

r

Windso

r

Lauren

tian

Lakeh

ead

Trent

UOIT

Nipissing

OCAD

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

F

S

N

P

T

Top University by Category(data taken January 31st, 2010)

Just For Fun – York (3, 069, 692)

Forrest Gump in One Minute, in One Take 2,006,171

Toro

ntoYo

rk

Ottawa

West

ern

Ryerso

n

McMast

er

Wate

rloo

Carleto

n

Guelph

Queens

Brock

Laurie

r

Windso

r

Lauren

tian

Lakeh

ead

Trent

UOIT

Nipissing

OCAD

0

200000

400000

600000

800000

1000000

1200000

1400000

1600000

ES

LN

CP

OT

R

Top University by Category(data taken January 31st, 2010)

Student Projects/Research – Toronto (1, 072, 392)

Bumptop Prototype514,940

Toro

ntoYo

rk

Ottawa

West

ern

Ryerso

n

McMast

er

Wate

rloo

Carleto

n

Guelph

Queens

Brock

Laurie

r

Windso

r

Lauren

tian

Lakeh

ead

Trent

UOIT

Nipissing

OCAD

0

200000

400000

600000

800000

1000000

1200000

ES

LN

CP

OR

Top University by Category(data taken January 31st, 2010)

Lectures/Educational – Carleton (845, 891)

Reactions of sodium and Potassium with Water

351,158

Toro

ntoYo

rk

Ottawa

West

ern

Ryerso

n

McMast

er

Wate

rloo

Carleto

n

Guelph

Queens

Brock

Laurie

r

Windso

r

Lauren

tian

Lakeh

ead

Trent

UOIT

Nipissing

OCAD

0

100000

200000

300000

400000

500000

600000

700000

800000

900000

ES

NC

PO

R

Top University by Category(data taken January 31st, 2010)

Planned Events (i.e. Bands, Conferences) – OCAD (845, 891)

Shakeela845,891

Toro

ntoYo

rk

Ottawa

West

ern

Ryerso

n

McMast

er

Wate

rloo

Carleto

n

Guelph

Queens

Brock

Laurie

r

Windso

r

Lauren

tian

Lakeh

ead

Trent

UOIT

Nipissing

OCAD

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

SN

CP

OR

Top University by Category(data taken January 31st, 2010)

Sports/School Spirit – Carleton (425, 783)

JJ, son of MJ, has promising debut425,783

UWO Cheerleaders Promo Video78,188 / 228,423

Biggest NHL Hit Ever 294,497

Toro

ntoYo

rk

Ottawa

West

ern

Ryerso

n

McMast

er

Wate

rloo

Carleto

n

Guelph

Queens

Brock

Laurie

r

Windso

r

Lauren

tian

Lakeh

ead

Trent

UOIT

Nipissing

OCAD

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

NC

PO

R

Top University by Category(data taken January 31st, 2010)

Negative Media – Western (404, 433)UWO arrest October 14 2009 379,319

Toro

ntoYo

rk

Ottawa

West

ern

Ryerso

n

McMast

er

Wate

rloo

Carleto

n

Guelph

Queens

Brock

Laurie

r

Windso

r

Lauren

tian

Lakeh

ead

Trent

UOIT

Nipissing

OCAD

0

50000

100000

150000

200000

250000

300000

CP

OR

Top University by Category(data taken January 31st, 2010)

Parties – Toronto (267, 823)

Crazy Toronto University/College Party!267,823

Toro

ntoYo

rk

Ottawa

West

ern

Ryerso

n

McMast

er

Wate

rloo

Carleto

n

Guelph

Queens

Brock

Laurie

r

Windso

r

Lauren

tian

Lakeh

ead

Trent

UOIT

Nipissing

OCAD

0

20000

40000

60000

80000

100000

120000

140000

160000

CP

O

Top University by Category(data taken January 31st, 2010)

Clubs/Student Groups – York (141, 560)

Promotion Videos – Laurentian (141, 621)

Official – Brock (9, 844)

Air York Vol. 7

Michael Shermer Out of Body Experiment

Brock University

Queen's University Rick Mercer Monday Report Pt 1

Queen's University promo

52,716

9,533

56,739

4,969

141,621

Top University by Category (Review)(data taken January 31st, 2010)

Just For Fun – York (3, 069, 692)

Student Projects/Research – Toronto (1, 072, 392)

Lectures/Educational – Carleton (845, 891)

Planned Events (i.e. Bands, Conferences) – OCAD (845, 891)

Sports/School Spirit – Carleton (425, 783)

Forrest Gump in One Minute, in One Take 2,006,171

Bumptop Prototype514,940

JJ, son of MJ, has promising debut425,783

Reactions of sodium and Potassium with Water

351,158

Shakeela845,891

UWO Cheerleaders Promo Video78,188 / 228,423

Top University by Category (cont’d)

Parties – Toronto (267, 823)

Negative Media – Western (404, 433)

Clubs/Student Groups – York (141, 560)

Promotion Videos – Laurentian (141, 621)

Official – Brock (9, 844)

UWO arrest October 14 2009

Crazy Toronto University/College Party!

Air York Vol. 7

Michael Shermer Out of Body Experiment

Brock University

Queen's University Rick Mercer Monday Report Pt 1

Queen's University promo

379,319

52,716

9,533

267,823

56,739

4,969

141,621

Toronto

York

Ottawa

Weste

rn

Ryerso

n

McM

aster

Wate

rloo

Carleto

n

Guelph

QueensBro

ck

Laurie

r

Laurentian

TrentUOIT

Nipissing

0

20000

40000

60000

80000

100000

120000

Total of Top 10 Videos Uploaded to Official Channel

**

* Less than ten videos posted to official channel

Overview of Universities with Channels

Channel Views:16,171 ResearchTotal Upload Views: Schulich68,638 Make a DifferenceSubscribers: Alumni213 In the News

Welcome to Western

Channel Views: Subscribers:540 18Total Upload Views:

3,106

Channel Views: UofT Faculty5,439 UofT StaffTotal Upload Views: UofT online ad 09/1033,518 UofT online ad 08/09Subscribers: UofT Students140

Channel Views: Subscribers:8,722 96Total Upload Views:

28,124

Channel Views: Subscribers:1,074 22Total Upload Views:

13,188

Channel Views:12,226 Carleton in the News

Total Upload Views: Science121,472 LecturesSubscribers: Convocation and192 Carleton

Channel Views: Ask a Mac Expert5,424 Mac in a MinuteTotal Upload Views: Meet the Faculty20,496

Subscribers:

71

Channel Views: Uottawa Community4,479 Get the ScoopTotal Upload Views: Virtual Tour24,586 EventsSubscribers: Alumni61 Prospective Students

6 513 11 513

4 724 29 543

6 5752 029

70361 560

Summary of Universities with Channels cont’d

Channel Views: Subscribers:

5,224 82Total Upload Views:

59,379

Channel Views: Subscribers2,046 19

Total Upload Views:4,726

1 711

11 321

Channel Views:

914 ResidenceTotal Upload Views: Orientation Week1,124 Brock FunSubscribers: Badger Athletics23 Both Sides of the Brain

757

Channel Views: Subscribers:1,053 7Total Upload Views:

6,333

1 506

Channel Views: Subscribers:562 20Total Upload Views:

12,672

3 972

Channel Views: Subscribers:547 10Total Upload Views:

4,038

2 860

Channel Views: Subscribers:2,518 18Total Upload Views:23,465

4 122

Channel Views: Subscribers:2,436 47Total Upload Views:

20,5293 351

Data Summary of Universities with ChannelsNumber of Videos on Channel Total Views on Channel Uploads

Average View Per VideoNumber of Channel views

West

ern

Queens

Wate

rloo

Toro

nto

Ryerso

nYo

rk

Carleto

n

McMast

er

Ottawa

Laurie

rBro

ckTre

nt

Guelph

Lauren

tian

Nipissing

UOIT0

20000

40000

60000

80000

100000

120000

140000

West

ern

Queens

Wate

rloo

Toro

nto

Ryerso

nYo

rk

Carleto

n

McMast

er

Ottawa

Laurie

rBro

ckTre

nt

Guelph

Lauren

tian

Nipissing

UOIT0

2000

4000

6000

8000

10000

12000

14000

16000

18000

West

ern

Queens

Wate

rloo

Toro

nto

Ryerso

nYo

rk

Carleto

n

McMast

er

Ottawa

Laurie

rBro

ckTre

nt

Guelph

Lauren

tian

Nipissing

UOIT0

20

40

60

80

100

120

140

160

180

West

ern

Queens

Wate

rloo

Toro

nto

Ryerso

nYo

rk

Carleto

n

McMast

er

Ottawa

Laurie

rBro

ckTre

nt

Guelph

Lauren

tian

Nipissing

UOIT0

500

1000

1500

2000

2500

What Makes Channels Successful

• Videos that appeared frequently on University Channels– Convocation videos– Recruitment videos– Lectures– Successful Alumni– Student Experiences– Sports Footage

• Unique Video Ideas– Ryerson Video Contest– Nipissing Talkspot– So You Think You can Teach– How-to Videos

Recommendations

YouTube Focus

Something for Everyone

What about negative media?

OMLG!

Oh My Lady Gaga

• Use self-policing strategies.• Temporarily lock down non-benevolent users from resources.• Enable users to notify you

http://www.flickr.com/photos/dannysullivan/266125099/

PromiseTool

Bargain

What We Should Deliver

Some Examples Include:• Lectures• How to videos• Events• Intellectual Property

http://www.flickr.com/photos/7628211@N08/457155220/

Taken on May 9, 2010 from: http://www.youtube.com/user/MIT

Copyright issues?

The Copyleft Movement

Produsage• Open Participation, Communal Evaluation• Fluid Heterarchy, Ad Hoc Meritocracy• Unfinished Artefacts• Common Property, Individual Rewards

John Quiggin:“[it is] possible to undertake large projects on the basis of many small contributions. . .It is, in general, impractical to pay participants in these projects, and monetary payments tend to crowd out altruistic and other motivations.”

Provide production resources

U-channel services a non-

commercial activity

Make intellectual

property contributions.Avoid attempts to

lock down the commons in a

proprietary framework

Vie for a self-policed

altruistic community.

Avoid commercial

noise.

Thank you for coming!

• Statistical Research and Video Filtering: Katie Putnam• Project Structure and Focus: Tim Brunet• What’s next: Tim Brunet• AffiliatedDepartments

– Uwindsor: Office of Liaison & Student Recruitment, Uwindsor Outstanding Scholars Program, Deptartment of Mathematics and Statistics (Dr. Hlynka)

– University of Alberta, Master’s of Art and Communication Technology program.