Moon Bora, Oh Taeyeon
Department of Sports Science, Sungkyunkwan University, Suwon 16419, Republic of Korea.
Seoul AI School, aSSIST University, Seoul 03767, Republic of Korea.
Behav Sci (Basel). 2024 Aug 12;14(8):700. doi: 10.3390/bs14080700.
This study examined the content characteristics and user responses of athlete-run sports YouTube channels, providing empirical insights for content production strategies and contributing to the development of athlete-run sports YouTube channels. Content analysis was conducted on 3306 videos posted on 20 popular YouTube channels of South Korean athletes from 1 January 2020 to 31 December 2021. The formal characteristics analyzed included video length, the presence of foreign language subtitles, paid advertisements, and information sources. The content characteristics examined were the types of sports events, main content themes, and whether the content matched the athlete's sport. Results revealed significant differences in content characteristics and user responses based on whether the athletes were active or retired. This study's distinctive contribution lies in highlighting the evolving role of athletes as content creators and providing strategic implications for enhancing the competitiveness of athlete-run sports YouTube channels. Future research should consider a broader range of sports YouTubers and a wider variety of YouTube channels to gain comprehensive insights into the sports content ecosystem on this platform.
本研究考察了运动员运营的体育类YouTube频道的内容特征和用户反应，为内容制作策略提供实证见解，并推动运动员运营的体育类YouTube频道的发展。对2020年1月1日至2021年12月31日期间韩国运动员的20个热门YouTube频道上发布的3306个视频进行了内容分析。分析的形式特征包括视频长度、外语字幕的存在、付费广告和信息来源。所考察的内容特征包括体育赛事类型、主要内容主题以及内容是否与运动员的运动项目相符。结果显示，根据运动员是现役还是退役，内容特征和用户反应存在显著差异。本研究的独特贡献在于突出了运动员作为内容创作者的角色演变，并为提高运动员运营的体育类YouTube频道的竞争力提供了战略启示。未来的研究应考虑更广泛的体育类YouTube博主和更多样化的YouTube频道，以全面洞察该平台上的体育内容生态系统。
