Who Watches (and Shares) What on YouTube? And When? Using Twitter to Understand YouTube Viewership

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1 Who Watches (and Shares) What on YouTube? And When? Using Twitter to Understand YouTube Viewership Adiya Abisheva Collaborators: Kiran V.R. Garimella, David Garcia, Ingmar Weber

2 Motivation Adiya Abisheva Motivation 7th ACM WSDM Conference New York City, USA February 27, / 20

3 Motivation 1st large-scale study of combination of and provides insights on WHO watches WHAT and WHEN Motivation Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

4 Twitter and YouTube Dataset Data acquisition 06/06/13 06/08/13 17Mln tweets, 87K accounts Demographics, interests, behaviour Interevent time Data acquisition 07/07/13 08/01/13 5Mln distinct videos Categories, likes, dislikes, views, Freebase topics Data is available! Twitter and YouTube Dataset Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

5 Who Watches What? demographics behaviour interests politics gender social sports left/right location sharing music occupation influence tech/gaming Who Watches What? Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

6 Demographics share more popular videos than share videos slower than share videos faster than Who Watches What? Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

7 Behaviour social correlates most with decrease in sharing correlates most with increasing interest in influence correlates most with increase in Video Popularity Who Watches What? Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

8 Interests categories profiles Clustering by YouTube categories reveals Twitter groups: sports/male, entertainment/female, new junkies /tech kids, news & politics,... Twitter and YouTube interests are aligned Who Watches What? Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

9 Political Alignment RANK LEFT RIGHT APOLITICAL 1 Minecraft Barack Obama Minecraft 2 Call of Duty II Alex Jones Call of Duty II Film Ron Paul Hip hop music Album Police Call of Duty 14 Call Mitt Romney Video blog 15 Song Russia Today Episode Heavy metal Boston NBA Episode US NSA Super Junior Justin Bieber Bomb Pokemon 30 Barack Obama Train Music Right-aligned users share more politically charged content. Left-leaning users are similar to apolitical. Who Watches What? Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

10 Who Watches What and When? by user groups by video content by user activity promotional accounts News & Politics amount of shares non-promotional accounts Gaming Pets & Animals Who Watches What and When? Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

11 Promotional accounts semi-matching usernames obvious... Who Watches What and When? Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

12 Promotional accounts non-matching usernames not so obvious... Who Watches What and When? Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

13 ... by user groups P(Δt) Promotional Not promotional F(Δt) Promotional Not promotional Δt, sec Δt, sec Promotional accounts share videos 20 hours earlier than non-promotional accounts Who Watches What and When? Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

14 ... by content F(Δt) Entertainment, med = 1.345*10 5 Gaming, med = 2.99*10 4 Movies, med = 1.344*10 7 News & Politics, med = 5.519*10 4 Pets & Animals, med = 3.147*10 5 Trailers, med = 7.45* Δt, sec News & Politics videos are shared faster than Movie & Trailers Who Watches What and When? Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

15 ... by user activity Median of per-user median Δt, hrs Bucket number Users sharing more videos share faster Who Watches What and When? Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

16 Video Popularity Analysis Amount of Shares First-order Exposure Social Impact Second-order Exposure Share of Voice X Among five metrics of Twitter attention social impact i.t.o. retweets is the best predictor for the video popularity FoF is better predictor for the video popularity than mere amount of followers Video Popularity Analysis Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

17 Shares vs. Popularity Youtube Views 1e+03 1e+04 1e+05 1e+06 1e+07 user accounts promotional accounts V S Twitter Shares Information overload or spamming behavior in promotional accounts is detected Video Popularity Analysis Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

18 @ ETH Zürich Interdisciplinary group involved in data-driven modeling of social, socio-technical and socio-economic systems... where complex networks meet computer science! Authors Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

19 Q&A Acknowledgements ETH Zürich funding from Swiss National Science Foundation under grant CR21I / 1, QCRI Twitter data from GNIP Q&A Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20

20 WSDM2014 Peer Production/Data Analysis Is a Picture Really Worth a Thousand Words? - On the Role of Images in E-commerce A Better World for All: Understanding and Promoting Micro-finance Activities in Kiva.org Visualizing Brand Associations from Web Community Photos On Image Ranking in Heterogeneous Social Media Inferring the Impacts of Social Media on Crowdfunding Detecting Non-Gaussian Geographical Topics in Tagged Photo Collections WSDM2014 Peer Production/Data Analysis Adiya Abisheva 7th ACM WSDM Conference New York City, USA February 27, / 20