Teenage Uploaders on YouTube: Networked Public Expectancies, Online Feedback Preference, and Received On-Platform Feedback

This article focuses on teenage YouTube uploaders' networked public expectancies when posting a video. These expectancies allow uploaders to cope temporarily with the uncertainty of who exactly will view their video. The results indicate that teenage uploaders strongly expect viewers that are situated close to them in both geographic and socio-demographic terms. Furthermore, we discuss the uncertainty-reducing properties of online feedback. We propose that different types of online feedback are preferred to verify the prior networked public expectancies. An effect of the identified online public expectancy (viewers with a similar interest/activity) is found for the importance of feedback both on the platform (e.g., views, comments) and off the platform (e.g., interaction on a social-network site). The identified offline public expectancy (friends/family) affects the importance attributed to off-platform feedback. Surprisingly, no effect of the unidentified online public expectancy (the general public) was found on on-platform feedback. This finding, in conjunction with the low expectancy of this group, raises the question of whether teenagers either cannot conceive this ambiguous mass public, or, if their expectancies are accurate, whether they are aware of the fact that only a small fraction of the videos on YouTube reach notable popularity. Therefore, in a second study, we test the accuracy of the online networked public expectancies by testing their effects on the longitudinal growth of actual feedback (views, comments, and rates). The results provide modest evidence that teenage uploaders have accurate online public expectancies.