Heavy users of YouTube news, dislike established media but watch it often

[미디어 연구]Professor Jihyang Choi, analysis of YouTube news user characteristics
Heavy YouTube news users show high levels of exposure to political polarization and uncivil behavior

[미디어오늘 금준경 기자]

A study showed that users who frequently watch news on YouTube show antipathy toward established media but watch it more often.

In the fall 2024 issue of Broadcasting and Communication Research published by the Korean Broadcasting Association, (Professor Jihyang Choi of Ewha Womans University) analyzed the characteristics of YouTube news users.

This study used survey data (targeted 1,713 people) conducted before the 20th presidential election to divide YouTube news users by level of use and consumption channel, and analyzed their level of use and attitude toward established media.

As a result of the study, the characteristics of the YouTube News heavy user group were noticeable. They had a higher antipathy towards the established media than other user groups, but also had a clear tendency to consume a lot of news through the established media.

The antipathy value of heavy YouTube News users toward established media was 3.37, which was higher than that of non-YouTube News users (3.17), occasional users (3.19), and regular users (3.21).

The level of use of established media among heavy YouTube News users was 2.94 for newspapers, 5.86 for terrestrial TV, 5.86 for general programming channels, and 6.49 for portals, all of which were higher than other groups. Non-users of YouTube News were 1.72 for newspapers, 5.19 for terrestrial TV, 4.61 for comprehensive programming, and 5.45 for portals. The number of intermittent users was 2.02 for newspapers, 5.10 for terrestrial broadcasters, 4.63 for general programming channels, and 5.37 for portals.

As a result of analyzing the political polarization value, heavy YouTube News users were 48.27, which was significantly higher than non-users (31.53), occasional users (34.29), and regular users (37.52). The non-citizenship exposure level value of heavy YouTube News users (5.09) was also higher than that of non-users (3.93), occasional users (4.07), and regular users (4.49). Uncivil refers to expressions that slander, hate, or discriminate against others.

The study said, “Those who use YouTube news a lot have a high level of antipathy toward the media, but that does not mean they rely solely on YouTube news and avoid using other established media,” adding, “YouTube news cannot satisfy all users’ needs.” Therefore, it shows that despite their dissatisfaction with the established media, they are also using the established media.”

As a result of analyzing each YouTube channel used, the characteristics of the group that used news through influencer channels featuring famous critics or Internet broadcast hosts were noticeable. Those who used a lot of news through influencer channels were more exposed to uncivil content and had a higher degree of political polarization. On the other hand, people who watched a lot of established media’s YouTube channels had a low level of antipathy toward the media.

The group that used a lot of news through influencer channels had a higher frequency of newspaper use than other types of YouTube channel users. The study said, “It suggests that newspapers fill the gaps that influencer channels cannot.”

The study said, “Those who use YouTube news a lot have a high degree of cynicism toward the media, but among YouTubers, those who use a lot of YouTube news from established media tend to have low cynicism toward the established media, and those who use a lot of influencer YouTube news have high cynicism.” “We need to discuss this,” he said. He said, “When looking at YouTube news or YouTube journalism, it is necessary to distinguish between YouTube channels of established media and YouTube channels operated by individual YouTubers, including influencers.”

Do those with strong political polarization rely on YouTube, or does YouTube strengthen the political polarization of users? The study said, “It cannot be said for sure, but both directions are possible,” and “This result suggests that the YouTube news space is far from an ideal public sphere.”

The limitations of this study include that it may be difficult to generalize because the data was collected about a month before the 20th presidential election, and that it is an exploratory study and does not provide evidence that clearly reveals causal relationships.