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Presentation by Tim Brunet and Katie Putnam, University of Windsor.
Citation preview
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.