Perceptions of Legitimacy and Influence of Youtube

Launched in 2005, YouTube is now the second-most visited website in the world (only following its parent company, Google), generating billions of daily views. While many users may assume that YouTube is simply a website for video playback, the range of its technological advancements have altered content and significantly impacted media socialization. YouTube remains significant as a resource that straddles the line between traditional (news/entertainment) media and new media (internet-based) platforms.

According to a 2021 study by the Pew Research Center, about 81% of adults and 95% of young adults (ages 18-29) in the U.S. watch YouTube. A 2019 study by the Pew Research Center found that users are turning to YouTube for much more than entertainment. Half of users reported that YouTube is very important for helping them learn how to do things they have never done before and about 20% of users report it is very important for helping them understand events that are happening in the world.

Relying on data from interviews with U.S. based YouTube consumers, I will analyze the myriad ways in which users perceive and make choices about the content they consume. For my presentation, I will focus on qualitative perceptions of content legitimacy, and the impact and perceptions of the YouTube algorithm and its role in perpetuating misinformation. As most new content is posted by a small percentage of YouTube channels with high numbers of subscribers, I will also focus on perceptions of the role of popular influencers as today’s opinion makers. I will conclude with a reflection on the sociological impacts of YouTube, as one platform amid all emergent social media platforms.