The Tube on YouTube: TV Series, Media Strategies, and User Tactics in a Transmedia Environment

Authors

  • Raúl Rodríguez-Ferrándiz Professor at the University of Alicante (Spain)
  • Victoria Tur-Viñes Professor at the University of Alicante (Spain)
  • Kiko Mora Contreras Professor at the University of Alicante (Spain)

Keywords:

YouTube, TV series, transmedia storytelling, TV networks, fans, engagement

Abstract

This study analyzes the traffic generated on YouTube around television series. We selected a sample of 314 short YouTube videos about 21 Spanish TV series that premiered in 2013 by Spain’s three most popular mainstream television networks (Telecinco, Antena 3, and La1). These videos, which together received more than 24 million views, were classified according to two key variables: the nature (official or nonofficial) of the YouTube channel on which they were located and the exclusivity of their content (already broadcast on TV or Web exclusive). The analysis allows us to characterize the strategies used by TV networks on YouTube and the activity of fans as well as their efforts in the construction of a transmedia narrative universe around TV series.

Author Biographies

Raúl Rodríguez-Ferrándiz, Professor at the University of Alicante (Spain)

Department of Communication and Social Psychology Full Professor

Victoria Tur-Viñes, Professor at the University of Alicante (Spain)

Department of Communication and Social Psychology Full Professor

Kiko Mora Contreras, Professor at the University of Alicante (Spain)

Department of Communication and Social Psychology Full Professor

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Published

2016-04-15

Issue

Vol. 10 (2016)

Section

Articles

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