Como os youtubers ganham dinheiro: um estudo sobre a monetização no programa de parcerias do Youtube

• Ano de defesa: 2022
• Autor(a) principal: Pedroso, Laíse Caldeira
• Orientador(a): Bessa, Leandro
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Católica de Brasília
• Programa de Pós-Graduação: Programa Stricto Sensu em Comunicação
• Departamento: Escola de Educação, Tecnologia e Comunicação
• País: Brasil
• Palavras-chave em Português: Monetização; Geração de Receita; Programa de Parcerias do YouTube (PPY)
• Palavras-chave em Inglês: YouTube; Monetization; Revenue Generation; YouTube Partner Program (YPP)
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://bdtd.ucb.br:8443/jspui/handle/tede/3078

The present research focuses on analyzing the operation of the YouTube video platform to generate revenue through its Partnership Program (YPP). To respond to the research objectives, the methodological instruments adopted were: exploratory research based on secondary data (exploring the streaming platform and its benefits); observational analysis of selected channels based on defined criteria, in addition to their techniques and contents; and a case study from three channels on the YouTube platform. The research hypothesis is that the method used to create value for digital videos borrows techniques developed in the market by content producers, which led this analysis to one of the specific objectives of the research, which has a descriptive character. At first, the study presents the approach from research on the market context, trends and video consumption, aiming to contribute to the survey of the current scenario. Soon after, an observational analysis of some of the largest channels in the country is structured and, finally, the case study, aiming to contribute to the demystification of the operation of the YouTube streaming platform algorithm for generating revenue for content producers. As an expected result, there is a product with guidance for new and current channel owners on how to monetize their channel and generate more revenue. And, finally, some reflections were built approaching the concepts of several authors presented in the research with the results of the analyses.