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INTERNATIONAL JOURNAL
ON INFORMATICS VISUALIZATION
journal homepage : www.joiv.org/index.php/joiv
INTERNATIONAL
JOURNAL ON
INFORMATICS
VISUALIZATION
Understanding User Engagement Strategies for Podcasts Videos
on Youtube in Indonesia: A Study on Content Creation
Yohannes Kurniawan a,*, Enrico Halim a, Elisa Jennifer a, Fazha Aqsa Pribadi a, Ganesh Bhukar b,
Norizan Anwar c
a Information Systems Department, School of Information Systems, Bina Nusantara University, Palmerah, West Jakarta, 11480, Indonesia
b Center of Excellence in HCI, Vishwakarma Institute of Technology, Bibwewadi, Pune, 411037, India
c School of Information Science, College of Computing, Informatics and Media, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia
Corresponding author: *ykurniawan@binus.edu
Abstract—COVID-19 has transformed human life by utilizing technology to obtain information. Based on Katadata.com, Indonesia
ranks second in the world's highest number of podcast listeners in the third quarter of 2021, accounting for 35.6% of the total internet
users. Based on YouTube user statistics from Global Media Insight, Indonesia also ranks fourth globally for the highest number of
YouTube users in 2023, totaling 139 million. Thus, this study aims to examine the factors that can influence the strategy to attract the
right audience in building podcast content and provide recommendations for appropriate user engagement by comparing the genres of
current issues and business & finance podcasts on YouTube Indonesia. The research method used is descriptive analytics, using the
open-source Netlytics tool to analyze text and automatically summarize and visualize public online conversations on YouTube. The
results of this study indicate that current issue genres are more prevalent in Indonesian society, with one of the most influential factors
being the topic and guests to currently viral podcasts. This study also analyzes other factors that influence user engagement. Therefore,
the findings of this research can be utilized as an opportunity for companies/institutions to enhance their branding/promotion through
YouTube video podcasts. This research can also serve as a reference for other podcast content creators in building and improving user
engagement on their YouTube channels to attract more interest from Indonesian society.
Keywords—User engagement; podcast; video; YouTube; genres; Indonesia.
Manuscript received 12 Sep. 2023; revised 27 Nov. 2023; accepted 23 Feb. 2024. Date of publication 31 May 2024.
International Journal on Informatics Visualization is licensed under a Creative Commons Attribution-Share Alike 4.0 International License.
I. INTRODUCTION
The COVID-19 pandemic has changed the pattern of
Indonesian society in utilizing technology to obtain
information. Since the beginning of the COVID-19 pandemic,
one of the reasons why podcasts are becoming increasingly
popular is their flexibility, and that growth has continued until
now [1]. The emergence of podcasts in Indonesia reflects the
changes supported by technology in the industry, creators, and
society. Podcasts are the technology used to distribute, receive,
and listen to on-demand content [2]. The Head of Studio
Spotify stated in May 2020 that podcasts in Indonesia are the
most exciting thing today because the number of users
searching for and listening to podcasts continues to increase.
Indonesia ranks second with the most significant number of
podcast listeners, accounting for 35.6% of total internet users
[3]. Podcasting has become more popular, and the number of
podcasts in production has vastly expanded, creating an
increasingly crowded content landscape [4]. Podcasts are easy
to use, attractive, create broad exposure, and offer personalized
content [1]. Video podcasts can provide an attractive visual
display and are easier to understand. Unlike in previous years,
there are now two different types of podcasts based on audio
and video. Video podcasts mainly use video as the primary
distribution tool. Video podcasts often include short segments
of interviews, discussions, tutorials, or presentations delivered
by speakers or narrators in the video. Video podcasts also allow
content creators to communicate messages more effectively
and excitingly by including images, graphics, or animations.
Technological developments have enabled users to access
podcasts and play the content whenever and wherever, as well
as fast forward, rewind, or listen to a program again [5].
In 2019, a study found that 70% of podcast users had
listened to podcasts without additional activities [3]. The
home is the most common place for users to listen to podcasts,
followed by the car, gym, work, and public transportation.
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JOIV : Int. J. Inform. Visualization, 8(2) - May 2024 957-967
Chan-Olmsted and Wang, in 2020, argued that podcasts have
different settings to meet the needs of their listeners. Listening
to podcasts is associated with escapism or entertainment [6].
Tobin and Guadagno, in 2022, conducted a study exploring
why people listen to podcasts, which included the amount of
time spent, episodes watched, editorial format, devices used,
and social aspects [7]. Podcasts can serve multiple benefits in
spoken and conversational mediums and represent the most
natural way for people to engage with each other, which
benefits community development [8].
The emergence of podcasts has given rise to various new
platforms as publishing media. Some video podcast platforms
include YouTube, Vimeo, and other podcast hosting platforms.
YouTube is defined in multiple ways. It can be anything from
a unique social media platform for sharing videos on demand
to a career choice similar to any other entrepreneurship [9].
Based on YouTube user statistics from Global Media Insight,
as of January 2023, Indonesia ranks fourth in the world after
Brazil, with 139 million YouTube users [6], [7]. YouTube has
more than 2.68 billion active users. About 62 percent of
businesses post videos on YouTube as an advertising platform
[10]. Many social media sites have proved to be ephemeral, but
YouTube continues to expand rapidly and has become the
world's second most visited website. It has established a unique
role as a repository of popular culture, creating a diachronic
archive over time and synchronically expanding in its scope
[11]. YouTube itself has added a "Podcast" menu, indicating
that YouTube will offer audio-visual content and audio-based
content such as podcasts in the future [12]. Using popular video
platforms, good audio-visuals, and easy accessibility, such as
YouTube, the Indonesian community makes users more
inclined to consume content on YouTube [1].
Using YouTube as a medium to access podcast channels
leads to user engagement in the form of views, likes, and
comments. Moreover, content creators actively implementing
localization have significantly increased regional content [13].
The Marketing Science Institute (Marketing Science Institute,
2012) defines customer engagement as a manifestation of
customer behavior toward a brand (company) outside of
purchasing activities resulting from individual customer
motivations such as word of mouth, recommendations,
consumer interaction, blogging, writing reviews, and similar
activities [14]. This action describes a customer's interaction
with other customers or companies in a forum to obtain product
information or anticipate the risks of consuming the product
[15]. The primary predictor for liking and disliking videos was
the entertainment motive, while commenting and uploading
were strongly associated with social interaction, and sharing
was strongly linked to providing information [16].
Podcasting has increasingly differentiated from the radio
industry, with distinctive formats, business services, and
practices, including dynamic ad insertion and search
recommendation engines [17]. YouTube's algorithm can
determine how videos are ranked in search results and
suggested to other users based on users' engagement on
YouTube podcast channels. User interaction with podcast
channels determines the level of popularity of the video or
podcast channel. Therefore, the more interaction, the higher the
success indicator of the podcast channel in building its video
branding [18].
Based on the data from Databooks in 2018, Indonesia's top 5
most popular podcast genres are current issues/news/politics,
comedy, business, education, and art/entertainment [19]. Among
the creators of YouTube podcasts in Indonesia who are
considered successful is Deddy Corbuzier, who discusses current
issues widely discussed in society [20]. Deddy Corbuzier has the
highest view count on his podcast YouTube channel with Danjen
Kopassus on February 1, 2023, with 8,3 million views in 1
month. Raditya Dika is also considered successful in presenting
the comedy genre on his YouTube podcast with Fajar on January
1, 2023, with the highest view count of 1,1 million views in 1
month. Raymond Chin, CEO of Ternak Uang, discussed
business, value, and technology on his YouTube podcast channel
and had the highest view count on January 16, 2023, with 928
thousand views in 1 month. Maudy Ayunda is a musician and
actress and has a podcast on her YouTube channel that discusses
sharing about education and edutainment. Maudy Ayunda has
the highest number of views, 198 thousand views in 1 month. In
addition, the YouTube channel Podluck Podcast Collective
discusses the secret of a happy life based on the book Filosofi
Teras. Podluck Podcast Collective has reached 189 thousand
views. Given the number of viewers for each podcast video
content on YouTube Indonesia, there is great potential for
growth in the world of content creation that can educate,
entertain, and provide up-to-date information for Indonesian
society. Therefore, this study analyzes and studies the topics
and content of podcasts on the YouTube platform that receive
the most user engagement in Indonesian society. With the
provided groundwork, this study aims to address the
following questions:
What is the effective method to analyze user engagement
data on podcast video content on YouTube in Indonesia?
What factors influence user engagement strategies on
YouTube podcast videos in Indonesia?
What practical user engagement strategy can be applied
to enhance overall user engagement on YouTube podcast
videos in Indonesia?
Based on the questions, the following objectives will guide
this study:
To analyze user engagement data on podcast video
content on YouTube Indonesia using descriptive
analytics methods.
To determine the factors influencing user engagement
strategies on YouTube podcast videos in Indonesia.
To provide practical user engagement strategy
recommendations in the context of YouTube podcast
videos in Indonesia.
To help solve the existing problems, here is the theoretical
basis from various previous journals discussing the topic. The
journals are shown in Table I. Based on the literature review
that has been attached and identified that the journals discussed
the motivation of listeners to listen to podcasts, the benefits of
podcasts in the digital era, podcasts as a learning medium,
factors that influence user engagement in podcasts, the
influence of podcast delivery styles, and the experiences of
listeners while listening to podcasts. In addition, the journals
used qualitative and quantitative research methods. Journals
using qualitative research methods collect data by conducting
respondent interviews and analyzing previous journals, while
journals using quantitative research methods collect data by
distributing questionnaires online or offline.
958
TABLE I
LITERATURE REVIEW
No Title Year and Method Results
1 The Use of Podcasts as a Creative Learning
Resource in Social Studies.
2023, Qualitative
Method.
Podcasts as media can be a learning resource for innovation and creative
thinking in the millennial era, especially for students [21].
2 “Non-Existing” Podcast Genres. 2023, Qualitative
Method.
The podcast creators have not worked with specific divisions of media
content, which could be particularly helpful to creators who could rely on
the relevant features of a podcast sub-genre [22].
3 Listen as much as you want: the antecedents
of the engagement of podcast consumers.
2023, Qualitative
Method.
Attitude towards podcasts, perceived ease of use and usefulness, and
podcast consumption behavior are essential factors in predicting user
engagement in podcasts [23].
4 The relationship between environmental
context and attentional engagement in
podcast listening experiences.
2023, Quantitative
Method.
Podcast users can benefit from finding quiet and comfortable
environments to enhance their engagement with podcast content [24].
5 The Effect of Podcast Hosts on Youtube
Channel Satisfaction
2023, Qualitative
Method.
Factors such as the quality of content delivered by the hosts, engaging
presentation styles, and host credibility contribute to increased user
satisfaction [25].
6 Podcast Strategy in Public Media. 2023, Qualitative
Method.
Podcast users can benefit from finding quiet and comfortable
environments to enhance their engagement with podcast production. One
of the factors is supported by the completeness and team strategy in
handling audio production and other equipment [26].
7 Exploring audience engagement with
ChatGPT-related content on YouTube:
Implications for content creators and AI tool
developers.
2023, Qualitative
Method.
This study finds that ChatGPT-focused content exhibited diminished
sensitivity to channel subscriber counts, with channels having fewer
subscribers achieving higher viewership numbers [27].
8 Multihoming and market expansion: Effects
on media platforms’ pricing and content
creation incentives.
2023, Quantitative
Method.
The consumer price in an uncovered market depends on both exclusive
and non-exclusive content [28].
9 The Development of a Podcast Motivations
Scale for Taiwan.
2022, Quantitative
Methods.
Users in Taiwan listen to podcasts because podcasts are a new
entertainment, information-seeking medium, and companionship when
going daily activities [29].
10 Why people listen: Motivations and
outcomes of podcast listening.
2022, Quantitative
Method.
Informational needs likely motivate podcast listening and that certain
types of listening can provide social gratifications [7].
11 Interaksi Sosial di Dunia Digital (Analisis
Wacana Kritis terhadap Kolom Komentar
Podcast Close the Door di Channel
YouTube Deddy Corbuzier). (Social
Interactions in the Digital World (Critical
Discourse Analysis of the Comment Section
on the Close the Door Podcast on Deddy
Corbuzier's YouTube Channel).
2022, Qualitative
Method.
This journal reveals that the podcast comments section is a social
interaction site where commentators use language to construct and
express their social identities, opinions, and beliefs [30].
12 You’re more engaged when you’re listening
to somebody tell their story”: A qualitative
exploration into the important of the podcast
‘menopause: unmuted’ for communicating
health information.
2022, Qualitative
Method.
The increase of diversity of storytellers and content in health podcasts in
the future can enhance audience engagement [31].
13 The relationship between a health
communication podcast and audience
engagement: A social media case study.
2022, Qualitative
and Text Mining
Methods.
Environmental context significantly affects attentional user engagement
when listening to podcasts which increase levels of engagement with
podcast content [32].
14 Self-branding and content creation
strategies on Instagram: A case study of
foodie influencers.
2022, Qualitative
Method.
This study offers a new framework which maps a content creation process
adopted by foodie influencers, including four stages (1) Content Planning,
(2) Media Gathering, (3) Editing, and (4) Publishing, which was followed
by an engagement phase [33].
15 A feasibility study of digital content use in
inclusive, Austrian primary school practice.
2022, Qualitative
Method.
Shown that working in the differentiated digital RegioDiff learning
environment was possible in inclusive lessons with diverse students [34].
16 A Multidimensional Analysis of YouTube
Communities in the Indo-Pacific Region
2022, Quantitative
Method.
The research identifies various communities within YouTube networks,
revealing highly polarized user interactions and inorganic engagement
trends [35].
17 The Role of Podcasts as an Alternative
Media for Learning and Distribution of
Audio Based Content
2021, Qualitative
Method.
The role of podcasts as alternative medium learning studies is to enrich
learning and educations by a creative source of information, increase
understanding learn foreign languages and think creative [36].
18 Current Challenges and Future Directions in
Podcast Information Access.
2021, Descriptive
Method.
Podcasts must be strong in various genres and usage cases, modeling, and
evaluation and must recruit multimodal information [37].
959
No Title Year and Method Results
19 Podcasting the Pandemic: Exploring
Storytelling Formats and Shifting
Journalistic Norms in News Podcasts
Related to the Coronavirus.
2021, Quantitative
and Qualitative
Method.
Podcasters must have journalistic norms and package the topic to convey
a message to the listener and present personal opinions [38].
20 Podcasting on Purpose: Exploring
Motivations for Podcast Use Among Young
Adults.
2021, Quantitative
Method.
This study results that students are motivated to listen to podcasts because
they want entertainment, escapism, and to obtain information because
podcasts provide the specific listening needs of the students [39].
21 On Building a Podcast Collection with User
Interactions.
2021, Qualitative
and Quantitative
Method.
Combining user engagement and NLP (Neuro-Linguistic Programming)
techniques can produce more effective and personalized podcast
recommendations, which can improve the user experience of listening to
podcasts [40].
22 YouTube Podcasting, the New Orality, and
Diversity of Thought: Intermediality, Media
History, and Communication Theory as
Methodological Approaches.
2021, Qualitative
and Quantitative
Method.
This journal analyzes the intermediation of podcasting on YouTube,
looking at how podcasting combines various forms of media, such as
audio and video, to create a unique communicative experience [41].
23 Podcasts for the Delivery of Medical
Education and Remote Learning.
2021, Qualitative
Method.
Podcasts can be a suitable alternative to traditional face-to-face and print-
based education and can be incorporated into CPD programs [42].
24 Talking Together: Using Intercollegiate
Podcasts for Increased Engagement in
Marketing Education.
2021, Qualitative
Method.
Researchers found that podcast projects increase student engagement and
motivation, facilitate peer learning and collaboration, and enhance
students' communication and presentation skills [43].
25 Bangkitnya Podcast di Indonesia
Perkembangan Podcast New Media Sebagai
Budaya Populer Generasi Muda di
Indonesia (The Rise of Podcast In Indonesia
The Development Of New Media Podcast
As Popular Culture Of Young Generation In
Indonesia).
2021, Qualitative
Method.
The rise of podcasts supported by technology, industry, creators, and
public enthusiasm, as well as facilitated by the advancement of internet
technology and smartphones [2].
26 Modeling Language Usage and Listener
Engagement in Podcasts.
2021, Qualitative
Method.
Validate popular advice on podcast creation based on paralinguistic
features from the podcast audio, speaker identities and shifts within a
conversation based on analysis of the creators’ written descriptions and
transcripts of the audio targeted to podcast creators [44].
27 Why We Like Podcasts: A Review of Urban
Youth’s Motivations for Using Podcasts.
2021, Quantitative
Method.
Edutainment, storytelling, social, and multitasking as four types of
motivation for urban youths using podcasts: as a new media [45].
28 Impact of YouTube and Video Podcast on
Listening Comprehension Among Young
Learners.
2021, Quantitative
and Qualitative
Methods
YouTube and video podcasts have become a learning tool to improve
understanding and listening skills for students or young learners [46].
29 Podcast Media in Consultation Services to
Develop Academic Stress Prevention Skills.
2021, Quantitative
Method.
This research was presented to support and combine to cultivate skills to
help prevent academic stress by implementing counseling services or
indirectly, meaning video recordings can be downloaded and watched
again [47].
30 Sustainable fashion social media influencers
and content creation calibration.
2021, Qualitative
Method.
The research identifies ‘content creation calibration’, which refers to the
practice of social media influencers calibrating their content to account
for their ethics and desire for compensation [48].
31 Engaging Students Through Educational
Podcasting: Three Stories of
Implementation
2021, Qualitative
Method.
Process of podcasting, students can enhance a numerous of 21st-century
skills including collaboration, communication, critical thinking, and
creativity, making it a potent tool for teaching and learning [49].
32 Understanding User Engagement in Online
Communities during COVID-19 Pandemic:
Evidence from Sentiment and Semantic
Analysis on YouTube
2021, Qualitative
and Quantitative
Method.
This study finds correlations between longer titles with sad emotions and
increased likes on comments, suggesting that during the pandemic, people
tend to express support in response to sad emotions, and it anticipates
correlations between certain positive appraisals and user engagement
[50].
33 To engage or not engage? The features of
video content on YouTube affecting digital
consumer engagement
2021, Qualitative
Method.
The findings suggest that medium to long videos posted during specific
times, utilizing a subjective language style and incorporating negative or
low-arousal emotions, are more likely to enhance engagement metrics on
YouTube [51].
34 Sentiment Analysis for Youtube Videos
with User Comments: Review
2021, Qualitative
Method.
The research paper explores sentiment analysis methods for YouTube
comments, aiming to discern user opinions and improve content ratings.
It utilizes natural language processing and machine learning techniques
and categorizes these approaches for use in data mining and sentiment
analysis research [52].
35 YouTube marketing: how marketers' video
optimization practices influence video
views
2020, Qualitative
Method.
The study on YouTube video engagement reveals that higher information
availability in video titles negatively correlates with views, while negative
emotional sentiment in titles and greater information availability in video
descriptions positively influence views [53].
960
No Title Year and Method Results
36 Trends in Disseminating Audio on Demand
Content through Podcast: An Opportunity
and Challenge in Indonesia
2020, Quantitative
Causality.
Podcasts can create valuable opportunities by opening up new insights,
offering more personalized content, disseminating audio content, enabling
monetization, complementing traditional radio, and providing safe and
convenient accessibility [54].
37 Independent and Interwoven: A Qualitative
Exploration of Residents’ Experiences with
Educational Podcasts.
2020, Constructivist
Grounded Theory
(CGT).
Podcasts are easy to use and engaging, allowing broad exposure to
targeted content and learning because the audience can use their time
productively [55].
38 Embracing the Podcast Era: Trends,
Opportunities, & Implications for
Counselors.
2020, Qualitative
Method.
Podcasts can be a promotional tool for counseling to expand and
accelerate access to accurate mental health-related information, eliminate
stigma, and normalize seeking help [56].
39 Mapping the factors determining
engagement in podcasting: design from the
users and podcaster’s experience.
2020, Qualitative
and Quantitative
Method.
Factors are integrated into three groups: medium, user, and podcaster-
centered. These factors maintain relations of interoperability that build a
grammar of engagement of the medium [57].
40 Tindak Tutur Ilokusi dalam Video Podcast
Deddy Corbuzier dan Najwa Shihab pada
Media Sosial YouTube. (Illocutionary
Speech Acts in Deddy Corbuzier and Najwa
Shihab's Video Podcast on YouTube Social
Media).
2020, Critical
Disclosure Analysis
(CDA) Method.
The journal found that Deddy Corbuzier and Najwa Shihab's illocutionary
speech acts are often influenced by their podcasts' specific context and
purpose [58].
41 Implikasi Podcast di Era New Media.
(Implications of Podcasts in the New Media
Era).
2020, Qualitative
Method.
The presence of podcasts in the digital era is easily accessible to many
people because information that can be consumed through various
platforms significantly impacts the audience's cognitive, behavioral, and
cultural aspects of society [59].
42 Understanding podcast users Consumption
motives and behaviors.
2020 - Data
Collection Method.
The interaction between podcast motives and other audio media
consumption entertainment, information, and audio platform superiority
were the most important motivators for podcast consumption [6].
43 100,000 Podcasts: A Spoken English
Document Corpus
2020, Quantitative
Method.
Encompassing 100,000 podcasts, marks a significant expansion in the
scale and scope of resources available for various fields of research,
including natural language processing, information retrieval, linguistics,
speech processing, and sociolinguistic studies [60].
44 How to podcast: a great learning tool made
simple
2020, Qualitative
Method.
Podcasts as a dynamic and increasingly popular medium for educational
content delivery, particularly beneficial for mobile learners in health
professional education [61].
45 From Facebook to Instagram: Exploring
user engagement in an academic library
2020, Quantitative
Method.
The findings indicate that although the social media sites were deemed
ineffective in engaging users, there was a positive reception among users
for the use of Facebook and Instagram by HKUL [62].
46 Insights into user engagement on social
media. Case study of a higher education
institution
2020, Quantitative
Method.
The study examines user interactions on social networks in higher
education, particularly focusing on Instagram, identifying variables that
drive greater participation and offering strategic digital marketing
proposals to build valuable relationships with stakeholders [63].
47 Content marketing strategy of branded
YouTube channels
2020, Qualitative
Method.
The study concludes that engagement is context-dependent and varies
across platforms, highlighting differences between YouTube and other
social media platforms, emphasizing the importance of high-quality
content and a focus on transformational rather than informational content
on YouTube [64].
48 Making Video News Visible: Identifying
the Optimization Strategies of the
Cybermedia on YouTube Using Web
Metrics
2020, Qualitative
Method.
This study suggests that a comprehensive analysis of all or a significant
sample of videos from a cybermedia is necessary for a better
understanding of SEO strategies and their impact, emphasizing that the
study serves as an exploratory analysis and a case study based on the
unique characteristics of the most viewed videos [65].
The results of the previous journal studies help to support
research related to the topic at hand. However, these journals
analyze based on other people's perceptions because they use
data collection techniques through interviews or
questionnaires. Unlike previous journals, this journal
analyzes data obtained directly through a YouTube channel
focusing on podcasts with current issues and business &
finance genres. Therefore, current issues and business &
finance genres have user engagement that can be used as
objects in research to solve the objectives set above.
II. MATERIAL AND METHOD
This research uses the method of descriptive analytics by
collecting data based on viewer comments, the content being
discussed, the number of views, and the video duration from
YouTube channels that present podcast content with current
issues and business & finance genres. By knowing these
factors, the factors influencing user engagement of the
podcast channel can be analyzed, the most exciting content
for YouTube podcast viewers in Indonesia can be identified,
and the most appropriate strategies for entering the podcast
industry in YouTube Indonesia can be determined. The
framework for thinking in this study is shown in Fig. 1. The
tool used to obtain sentiment analysis from YouTube video
comments is Netlytic. Netlytic is an open-source tool that
analyzes text and social networks that automatically
summarize and visualize public online conversations on
social media sites. This tool was created by researchers and is
intended for researchers without requiring programming or
961
API skills [66]. By using Netlytic, this research can extract
data from the comment section on YouTube video pages to
determine the views of the Indonesian public on the podcast
content being discussed based on opinions expressed through
the comment section. After that, the data that has been
collected will be visualized to do a descriptive analysis.
The selection of YouTube channels with current issues,
finance, and business genres is based on the number of
subscribers to the YouTube channel and the channel's activity
in creating podcast video content, from January 1st to May 9th
2023. Based on each genre, this research takes the top five
YouTube channels in Indonesia that have been actively
creating videos from January 1st to May 9th2023. Table II
shows the titles of the videos by each channel according to the
researched genre and the top views of the uploaded videos.
TABLE II
INDONESIA YOUTUBE CHANNEL
No Channel Name Genre Title of Video Number of
Views
1 Deddy Corbuzie Current
Issues
Darah Saya Mendidih!! Semua Pikir Saya Mati! - Danjen Kopassus - Deddy
Corbuzier Podcast. (My Blood Is Boiling!! Everyone thought I’m Dead! - Danjen
Kopassus
-
Deddy
Corbuzier Podcast).
9,352,617
views
2 Curhat Bang
Denny Sumargo.
CurrentIssues Selama Ini Kalian Semua Di Tipu, Menang Judi Itu Cuman Settingan!! (Dennis
Lim) - Curhat Bang. (All This Time You Have Been Deceived, Winning in
Gambling Is Just a
Setup!! (Dennis Lim)
-
Curhat Bang).
8,793,685
views
3 Najwa Shihab Current
Issues
30 Tahun Dewa 19: Mendekati Keabadian | Mata Najwa. (30 Years of Dewa 19:
Approaching Immortality | Mata Najwa).
7,153,368
views
4 GA Current
Issues
Karen’s Diner Sumber GImmick Kontent Creator. Sampe Berantem Beneran?!! |
GritteBukaPraktek. (Karens’s Diner, The Source of Content Creator Gimmicks.
Did They Really Get into A Fight?!! | GritteBukaPraktek).
1,755,608
views
5 Kuy
Entertainment
Current
Issues
Begini Aslinya Chateez?! Boris Bokir Kena Semprod!! (This Is the Real Story
Behind Chateez?! Boris Bokir Gets Scolded!!).
1,355,784
views.
6 Tom MC Ifle Business &
Finance
Guru Gembul Bongkar Sistem Pendidikan Indonesia | Anak Sekolah Trauma
Belajar?!. (Guru Gembul Reveals the Indonesian Education System | Are School
Children Traumatized By Learning?!).
734,518
views
7 Kasisolusi Business &
Finance
Bungkam 5 Tahun, Anies Baswedan Buka Suara: Aturan Sebelumnya Persulit
UMKM, Saya Ubah Jadi Gini. (Silent For 5 Years, Anies Baswedan Speaks Up:
Previous Regulations Made It Difficult for SMEs, I've Changed It Like This).
523,655
views
8 Dr. Indrawan
Nugroho
Business &
Finance
Ferry Irwandi: Resign, YouTube, Birokrasi, dan Masa Depan Negeri Ini. (Ferry
Irwandi: Resignation, YouTube, Bureaucracy, and the Future of Our Country).
418,783
views
9 Fellexandro
Ruby
Business &
Finance
Lunch #114: Ide itu Murah, Eksekusi itu Mahal feat. Dee Lestari. (Lunch #114:
Ideas are Cheap, Execution is Expensive feat. Dee Lestari).
111,820
views
10 Hermanto
Tanoko
Business &
Finance
Strategi Sukses Bangun Dan Lipat Gandakan Keuangan Pribadi Ala Tony
Hermawan | Part 2. (Success Strategy to Build and Multiply Personal Finances
by Tony Hermawan | Part 2).
63,351
Views
Fig. 1 The Framework of Thinking
From the table above, 5 of the biggest YouTube Podcast
channels in Indonesia have been identified, along with the title
and number of views in five months (January 1, 2023 - May
9, 2023) as well as the video with the most views in the
Current Issues and Business & Finance genres.
III. RESULTS AND DISCUSSION
This section discusses the results and data analysis based on
the data collected from each YouTube channel with current
issues and business & finance genres in Indonesia.
Fig. 2 The number of podcast views by genre on YouTube
From the pie chart visualization, the podcast audience on
Youtube based on the genre in Indonesia is 93,88% in the
962
current issues genre, such as events, trends, or hot discussion
topics compared to 6,12% in the business & finance.
Conventions are built over time, where texts refer to each
other by their similarity in form and style, making the genre
distinguishable and recognizable, in spite of variations' useful
as a more holistic analysis and understanding of expression
[67]. According to a survey conducted by the Ministry of
Communication and Informatics Indonesia and Katadata
Insight Center (2022), 35.4% of Indonesians and Katadata
Insight Center (2022), 35.4% of Indonesians use social media
to follow and update about the current situation and activities
and news from their friends or acquaintances [68]. YouTube
podcast creators also tend to create more content related to
current issues due to the high demand from the Indonesian
audience.
Fig. 3 The Comparison of the Number of Subscribers with the Number of
Views on Each Podcast YouTube Channel
From bar chart visualization, videos with the highest
number of viewers from January 2023 to May 2023 on each
YouTube podcast channel are not influenced by the number
of subscribers. In the case of Deddy Corbuzier's and Denny
Sumargo's YouTube podcast channels, they only have a
difference of six hundred thousand viewers, despite Deddy
Corbuzier having three times more subscribers than Denny
Sumargo. This is because YouTube utilizes recommendation
algorithms to select videos engaging a broad audience
(Google support). The views on Denny Sumargo's videos
gained significant popularity quickly, surpassing the number
of subscribers on his YouTube channel. This is due to the
channel addressing relevant and trending topics that were
widely discussed at that time, presented uniquely and
creatively, which attracted the interest of many viewers and
led to the videos becoming trending.
Fig. 4 The Effect of Video Duration on the Number of Likes and Comments
on Video
The bar chart visualization above shows that podcast videos
with a duration of 45 minutes to 1 hour 15 minutes have the
highest number of likes compared to other videos. The high
number of likes does not affect the number of comments.
Podcast videos with a duration of 15-45 minutes receive more
comments than videos from 45 minutes to 1 hour 15 minutes.
According to the YouTube algorithm, other factors such as
content, quality, and the topic influence user engagement
regarding likes and comments [15]. With YouTube algorithm,
increasing consumer information can help platforms provide
more information recommendations are accurate and can
therefore benefit consumers [69]. Active users are more
interested in customizing their accounts based on appropriate
YouTube recommendations [70]. Even more, YouTube has
the lion share of traffic so that no market dominance has been
established in the technical sense of it [71].
Fig. 5 Video Upload Data with Increased Number of Views
The influence of the video upload date on the number of
views as of May 9th, 2023, shows no correlation between the
video's upload date and the increase in views. Videos
uploaded from February 1st to 10th, 2023, have more views
than those uploaded from January 1st to 10th, 2023. The date
of podcast video was uploaded does not affect the increase in
its view count.
Fig. 6 The Effect of Podcaster Background on the Number of Video Views
and Subscribers
Based on the line graph visualization, podcast hosts with a
background as presenters have the highest number of video
views and subscribers. To produce attractive digital content is
an emotional appeal based on clear human ideals, equality and
simplicity of character, simplicity and universal
representation [72]. A presenter is the critical semantic unit of
the program that can make it succeed or fail with the target
audience. A presenter can behave in different ways, creating
their own unique image. In podcast conversations, change of
tone, ironies, sarcasms, laughter, and a host of other emotional
expressions, are commonplace [73]. Depending on the
963
program genre, a presenter can: Act as a moderator of
communication erudition, a sense of humor, and charisma,
establish, could maintain contact with a specific target
audience, possess strong communication skills, be a good
conversationalist [74]. The lowest number of views and
subscribers are podcast hosts with a background as coaches.
Fig. 7 The background of guest speaker with The Number of Comments and
Likes
Based on the line graph visualization, most viewers prefer
guest speakers with a background as politicians. 11% of new
consumers who engage with podcasts demonstrate a notable
inclination towards political topics, indicating that podcast
consumption serves as a significant indicator of both online
and offline political engagement, fostering empathy and
inclusivity as essential components of democratic
participation [75]. Guest speakers with a background as
politicians have the highest number of likes and comments
because Indonesia will hold its general elections in 2024,
significantly changing podcasts discussing politics and
increasing viewers' interest. Elections and changes in political
leadership usually attract the attention of many viewers and
trigger further discussions in the comments section,
particularly related to politics. The table below shows the
sentiment analysis from the data in the comment’s column for
each podcast video.
TABLE III
SENTIMENT ANALYSIS
No Youtube
Channel
Highlights
Comment Category Explanation
1 Deddy Corbuzier Soldier & Indonesia The viewer comments on this video indicate words and expressions referring to the
Indonesian military and their pride in their struggle. This is because the guest speaker
shared their experiences as a commander in the special forces, defending and protecting
t
he country.
2 Curhat Bang
Denny Sumargo
Religion, guest
speaker, gambling in
Indonesia
The data from the comments indicate that many viewers appreciate the content
presented, which revolves around the impact of gambling. The guest speaker also
elaborated on the religious perspective of gambling, thereby eliciting a positive response
from the audience.
3 Najwa Shihab Music, musician,
Indonesia
The audience's reactions, expressed through appreciation in the comment section, are
directed towards the legendary band Dewa-19, which sustained its work for 30 years and
is admired by the Indonesian community.
4 GA Concept & behavior The comments on this YouTube content extensively discuss the service concept of
Karen's Dinner, where the servers are known to exhibit rude and impolite behavior
towards their customers. Most of these comments appreciate the unique concept
implemented by K
aren's Diner.
5 Kuy
Entertainment
Religion, guest
speaker, gambling in
Indonesia
The data from the comments shows that the viewers have opinions about the guest who
exhibits naive behavior and shares their life journey filled with innocence.
6 Tom MC Ifle Education &
learning system
Based on the video, the viewers agree with the statement made by the guest star that the
quality and curriculum of education in Indonesia are still low and lagging behind other
countries that prioritize students' talents and interests.
7 Kasisolusi Admiration, politic,
and guest speaker
In the comment section of this video, the viewers express their appreciation towards the
guest star for their idea to develop micro, small, and medium enterprises (UMKM) in
Indonesia. They also support the guest star's candidacy for the presidency of the
R
epublic of Indonesia in the 2024 election.
8 Dr. Indrawan
Nugroho
Admiration & guest
speaker
The data from the comment section indicates that the viewers are amazed by the guest
star who motivates them to seize the available opportunities and consistently showcase
high-quality work.
9 Fellexandro Ruby Admiration & guest
speaker
In this video content, the viewers express gratitude and admiration towards the guest star
for presenting a beneficial topic on executing an idea.
10 Hermanto Tanako Admiration & guest
speaker
The data from the comments on this video states that the viewers express gratitude for
the opportunity to learn a lot about stock investment and finance based on the
experiences shared by the guest star.
The results of descriptive analytics on the above graphs
indicate that the factors influencing user engagement
strategies in YouTube video podcasts in Indonesia are:
The genre and topics presented are currently trending
among the audience.
The content must be high quality regarding the
discussed value and presentation quality.
The host should have experience in hosting and
directing the show.
The guest star should be currently viral and discuss hot
topics at that time. Additionally, viewers are also
interested in guest stars who can share knowledge and
experiences with the audience.
964
Furthermore, the descriptive analysis results provide
practical recommendations for user engagement strategies in
video podcasts on YouTube in Indonesia:
Create content focusing on current issues garner
significant attention among the Indonesian population.
The number of subscribers is only sometimes indicative
of high viewership.
The duration and upload date of the video does not
influence user engagement.
Learn about the YouTube algorithm to present content
following the applicable algorithm on YouTube in
Indonesia.
The host should possess good public speaking skills and
be able to conduct the show professionally.
Invite guest stars currently trending among the
Indonesian audience or from specific individuals with
valuable insights to share with the viewers.
IV. CONCLUSION
The development of technology has brought many changes
to the patterns of community life. Among them is the practice
of Indonesian society in seeking and receiving information.
One example is using YouTube to search for and obtain the
needed information daily. The various content presented on
YouTube can influence public opinion and provide a wide
range of necessary information. Consequently, many
companies or businesses use podcasts as a marketing medium
for their brands. Therefore, this research conducts a
descriptive analysis of YouTube video podcasts in Indonesia
with genres of current issues and business & finance to
determine the factors that can affect strategies for attracting
the right audience in building podcast content, as well as
providing recommendations for appropriate user engagement
strategies based on a case study of YouTube podcast channels
in Indonesia.
The data analysis results show that YouTube channels with
current issues as their genre garner significant interest among
the Indonesian public. The most influential factors are the
timeliness of the topics discussed and the guest speaker. Other
factors that have an impact include the host's background and
the YouTube videos' duration. Hosts with a background as
experienced presenters can better deliver the show in a
directed and engaging manner. This indicates that
extraversion has a positive impact on content creation and
information dissemination behavior [76]. In the form of
effective communication, sensing interim progress, and
engaging in ongoing collaboration with fellow participants
[77]. Video duration also affects viewer interest, as viewers
less favor shorter or longer videos. Additionally, user
interaction in the comment section is influenced by the
discussed topics, such as the benefits and values that can be
shared with the audience. The interest of the Indonesian
public in currently trending topics circulating among society
is much higher than in discussions on knowledge in business
and finance.
Companies and institutions can significantly enhance their
brand awareness and influence public opinion in Indonesia by
leveraging video podcasts that focus on current issues, hosted
on platforms like YouTube. This method not only offers a
compelling way to engage with audiences but also presents
monetization opportunities through paid subscriptions and
advertising, thus creating a symbiotic relationship between
content creation and promotional strategy [78]. Through
strategic digital content creation organization can enhance
their digital presence [79]. Furthermore, the findings of this
research can serve as a reference for strategy among other
content creators of podcasts in building and enhancing user
engagement on their YouTube channels with a content
creation strategy in line with fans' national culture [80].
However, this study still has several limitations that can be
further developed for future research. These limitations are
influenced by the duration of the research and the trending
genres in Indonesia. Areas for further research could include:
expanding the number of genres examined; increasing the
collected data; classifying viewers; exploring the tools used;
analyzing the time periods of the video podcasts.
Thus, this study focuses on the two genres most favored by
Indonesian society. It analyzes data using user engagement
metrics, describes the factors influencing viewer interactions
in those content genres, and provides recommendations for
the most suitable user engagement strategies among the
Indonesian public.
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