Summary

YouTube has emerged as the most preferred platform for video viewing, going ahead of television. This popularity has resulted in astronomical amounts of video hours being uploaded and viewed every hour. Due to its popularity, YouTube was acquired by Google in 2006. Since then, it has become a de facto place for companies to upload promotional videos for its consumers and fans. The significant advantage YouTube provides over TV is in the ability to precisely analyze the impact of the video on the viewers. We do this through data accessed by its API like, number of views, likes, and dislikes. YouTube also allows its users to express their views on the videos by commenting displayed under the videos. This piece of information is extremely interesting to measure the response of video audience. All the data on users is a goldmine for media analysts to understand user behavior.

In this chapter, we accessed all publicly available data using the Google Data API. We chose the Sony PlayStation...