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ETD Abstract Container

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YouTube's Adpocalypse: Patreon's Perspective

Hutson, Sidney Marie
http://orcid.org/0000-0002-4041-6604
http://rave.ohiolink.edu/etdc/view?acc_num=miami1618246045634009

Abstract Details

2021, Master of Arts, Miami University, Economics.
From its inception, YouTube has grown tremendously, and with it, the scale of its advertisers. Throughout the years to keep this immense revenue stream, YouTube has continued to update their content guidelines and restrictions to appear more ad friendly. With more restrictions however, come negative impacts on the earnings potential for content creators. Using a difference-in-differences specification we are able to pinpoint four instances where policies were updated and had significant impacts on creators. We find that in order to supplement lost ad-revenue from YouTube, content creators have migrated some of their focus to Patreon resulting in increases of patrons of up to ~27 more compared to those who did not experience the YouTube shock (i.e., result for a policy change in April 2017, controlling for several fixed effects and the choice to keep earnings private). In our sample the average patrons per creator is ~13, emphasizing the significance of this change.
Mark Tremblay (Advisor)
Deborah Fletcher (Committee Member)
Riley Acton (Committee Member)
47 p.
Economics
YouTube; Adpocalypse; Patreon; content creators; YouTuber; scandal; monetization; demonetization; ad revenue; censorship; video content; difference-in-differences; subscribers; patrons

Recommended Citations

Citations

  • Hutson, S. M. (2021). YouTube's Adpocalypse: Patreon's Perspective [Master's thesis, Miami University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=miami1618246045634009

    APA Style (7th edition)

  • Hutson, Sidney. YouTube's Adpocalypse: Patreon's Perspective. 2021. Miami University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=miami1618246045634009.

    MLA Style (8th edition)

  • Hutson, Sidney. "YouTube's Adpocalypse: Patreon's Perspective." Master's thesis, Miami University, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=miami1618246045634009

    Chicago Manual of Style (17th edition)

miami1618246045634009
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© 2021, all rights reserved.
This open access ETD is published by Miami University and OhioLINK.