Analyzing the Role of User-Generated Content in the Growth of Online Video Platforms

Yefta Christian(1*), Vincent Wijaya(2),

(1) Universitas Internasional Batam, Indonesia
(2) Universitas Internasional Batam, Indonesi
(*) Corresponding Author


The growth of online video platforms in recent years has been driven by a multitude of factors, including advancements in technology and the increasing availability of high-speed internet. However, one of the most significant factors contributing to the success of these platforms is the role of user-generated content (UGC). UGC refers to content created and shared by users of online video platforms, rather than by the platforms themselves. This thesis aims to analyze the role of UGC in the growth of online video platforms by exploring the ways in which UGC contributes to platform success. By examining the impact of UGC, this research provides insights into the evolving landscape of online video and the ways in which UGC shapes it. The study of UGC and its role in the growth of online video platforms has significant implications for marketers, content creators, and platform owners. By understanding the impact of UGC, stakeholders can develop more effective strategies for creating and distributing content on these platforms. This research contributes to the academic understanding of the evolving landscape of online video and the role of UGC in shaping it. Overall, this thesis provides valuable insights into the ways in which UGC drives the growth of online video platforms and highlights its importance for the future of online video.

Full Text:



B. Guinaudeau, K. Munger, and F. Votta, “Fifteen Seconds of Fame: TikTok and the Supply Side of Social Video,” Comput. Commun. Res., vol. 4, no. 2, pp. 463–485, 2022, doi: 10.5117/ccr2022.2.004.guin.

F. Pires, M.-J. Masanet, and C. A. Scolari, “What are teens doing with YouTube? Practices, uses and metaphors of the most popular audio-visual platform,” Information, Commun. Soc., vol. 24, no. 9, pp. 1175–1191, Jul. 2021, doi: 10.1080/1369118X.2019.1672766.

Y. Zhou, Z. Ahmad, H. Alsuhabi, M. Yusuf, I. Alkhairy, and A. M. Sharawy, “Impact of YouTube Advertising on Sales with Regression Analysis and Statistical Modeling: Usefulness of Online Media in Business,” Comput. Intell. Neurosci., vol. 2021, 2021, doi: 10.1155/2021/9863155.

Y. Li, M. Guan, P. Hammond, and L. E. Berrey, “Communicating COVID-19 information on TikTok: A content analysis of TikTok videos from official accounts featured in the COVID-19 information hub,” Health Educ. Res., vol. 36, no. 3, pp. 261–271, 2021, doi: 10.1093/her/cyab010.

C. Hayes, K. Stott, K. J. Lamb, and G. A. Hurst, “‘Making Every Second Count’: Utilizing TikTok and Systems Thinking to Facilitate Scientific Public Engagement and Contextualization of Chemistry at Home,” J. Chem. Educ., vol. 97, no. 10, pp. 3858–3866, Oct. 2020, doi: 10.1021/acs.jchemed.0c00511.

L. D. Hollebeek and K. Macky, “Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications,” J. Interact. Mark., vol. 45, no. 2019, pp. 27–41, 2019, doi: 10.1016/j.intmar.2018.07.003.

W. Fu, S. Wei, J. Wang, and H.-S. Kim, “Understanding the Customer Experience and Satisfaction of Casino Hotels in Busan through Online User-Generated Content,” Sustainability, vol. 14, no. 10, p. 5846, May 2022, doi: 10.3390/su14105846.

Suwarno and M. Huang, “Perancangan dan Pengembangan Website Berbasis Community Generated Content untuk Mendukung Kesejahteraan Manula di Batam,” Comb. - Conf. Manag. Business, Innov. Educ. Soc. Sci., vol. 1, no. 1, pp. 912–919, 2021, [Online]. Available:

Renny Christiarini and Wilhelmina, “Analisis Pengaruh Quality Dimension Pada Komunitas Online Terhadap Purchase Intention,” J. Ecoment Glob. Kaji. Bisnis dan Manaj., no. Vol 6, No 1, pp. 19–34, 2021, [Online]. Available:

Z. Ma and B. Gu, “The influence of firm-Generated video on user-Generated video: Evidence from China,” Int. J. Eng. Bus. Manag., vol. 14, no. 382, p. 184797902211186, Jan. 2022, doi: 10.1177/18479790221118628.

M.-I. Ana and L.-G. Istudor, “The Role of Social Media and User-Generated-Content in Millennials’ Travel Behavior,” Manag. Dyn. Knowl. Econ., vol. 7, no. 1, pp. 87–104, 2019, doi: 10.25019/MDKE/7.1.05.

M. Naeem and W. Ozuem, “Developing UGC social brand engagement model: Insights from diverse consumers,” J. Consum. Behav., vol. 20, no. 2, pp. 426–439, 2021, doi: 10.1002/cb.1873.

A. Lakho, S. Zulfiqar, M. Adnan, F. U. Haq, and K. Nizam, “A Study On Impact Of Facebook Brand-Related User Generated Content (UGC) On Consumer Responses,” Bull. Bus. Econ., vol. 11, no. 3, pp. 1–15, 2022, doi:

S. Koul, S. S. Ambekar, and M. Hudnurkar, “Determination and ranking of factors that are important in selecting an over-the-top video platform service among millennial consumers,” Int. J. Innov. Sci., vol. 13, no. 1, pp. 53–66, Jan. 2021, doi: 10.1108/IJIS-09-2020-0174.




  • There are currently no refbacks.

JURASIK (Jurnal Riset Sistem Informasi dan Teknik Informatika)
Published Papers Indexed/Abstracted By:

Jumlah Kunjungan : View My Stats