The Impact of the Audience on the Survival of Malaysian Youtubers

Chua, Yun Yun (2023) The Impact of the Audience on the Survival of Malaysian Youtubers. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

With the continuous development of technologies and the Internet, the rapid changes in trends and audience's concern have had a significant impact on the survival of Malaysian YouTubers. The discovery of the Internet has increased the appropriateness and usefulness of YouTube, which is also becoming the most important medium of communication, self-expression, information-seeking, and entertainment for YouTube users in Malaysia. As YouTube has many functions and features to utilize, there is no exception for Malaysians who will use it for several purposes. The growing popularity of YouTube among Malaysians cannot be underestimated, and it may have an influence on a YouTuber’s survival of whether they get known or unknown for their channel. The purpose of this research is to study the impact of audiences on the survival of Malaysian YouTubers. A survey questionnaire will be utilized as a quantitative method to achieve the objective of this research. The research was conducted by focusing on the audiences in Malaysia and only involved the respondents who are active YouTube users. The population is Malaysians and a total of 100 respondents participated in the survey. The findings revealed that audiences do impact the survival of Malaysian YouTubers. The respondents show different YouTube consumption behaviors and opinions toward YouTube content. The results from this survey are useful to develop more understanding and contribution to this research. The suggestions will be discussed and summarized at the end of the research