Intended Institution Analysis- YouTube

YouTube Logo

As we have established, my target audience is late teens. So the best place to start finding a institution that would show the music video is to look at what platforms late teens use to watch music videos. As a late teen myself, I thought about how I consumed music videos. I go on YouTube to watch music videos. I then asked all my friends at school how they consumed music. They all said that they watch their music videos on YouTube. They watched them on YouTube as it is easy to follow your favourite artists so you can watch all their videos in one place. I asked 23 people at school as primary research about how they watch music videos and all 23 agreed that YouTube was the main source for viewing music videos.

When researching about YouTube, I found out that "YouTube is hands down the most popular, user-friendly video-sharing tool available online." Users post their videos on Vevo channels. Followers of the artists "subscribe" to the artistes which mean that every time the artist uploads a music video, the viewer is sent a notification letting them know that a new video has been posted. Most artists have their own YouTube channel because it is a fast growing online video-sharing platform and therefore the artists can reach out to a large audience. 

Some of the biggest channels on YouTube are Vevo channels. This is a screenshot of the stats of the biggest Vevo channels on YouTube. As you can see, these channels have received billions of views on their YouTube videos. Justin Bieber, the biggest Vevo channel, is ranked 7th for the highest subscriber account in the whole of YouTube. 

As a result, I will post my video on YouTube as it has the largest potential reach to my intended target audience. Since its on YouTube and not TV. Anyone can watch the music video whenever they like at whatever time whereas on TV there would have to be a specific time where the audience can watch the music video.