Youtube Content Preferences among Broadcasting Students and their Implications for Digital Audience Segmentation
DOI:
https://doi.org/10.22441/marcommers.v15i1.3312Keywords:
YouTube, Content Preference, University Students, Uses and Gratifications, Digital Audience, Audience SegmentationAbstract
This study re-examines YouTube entertainment-content preferences among 2017-entry Broadcasting students at Universitas Mercu Buana and clarifies their relevance to digital audience segmentation. The original study used a descriptive survey, with a population of 451 students and a sample-size target of 82 respondents calculated using Yamane's formula at a 10% precision level. In response to methodological and data-quality concerns, the revised analysis treats the surviving aggregate counts conservatively and recalculates percentages using item-specific denominators. The Uses and Gratifications perspective is employed as an interpretive framework rather than as a directly tested causal model, because user motivations were not measured in the archived questionnaire summary. Among 92 recorded film selections, adventure accounted for 47.8%, followed by drama (27.2%) and horror (25.0%). Among 90 recorded sport selections, badminton represented 45.6%, football 27.8%, and basketball 26.7%. Music responses were internally consistent with the sample size: pop music was selected by 70 of 82 respondents (85.4%), compared with rock music (14.6%). These findings indicate a concentration of preferences around entertainment content, but they should not be interpreted as evidence of advertising effectiveness, brand response, or purchase behaviour. The study contributes a cautious descriptive profile of a specific student audience and suggests that content preference can serve as an initial cue for audience segmentation and contextual content planning. Limitations include the single-cohort sample, undocumented respondent-selection procedure, incomplete archival instrument information, and inconsistencies in several original response totals.
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