Homophily & YouTube Content Creators

Abstract

Content creator’s popularity is dependent on the number of followers, through this study it is attempted to understand if it is the nature of content or homophily that increases the fan base of followers of YouTube vloggers in Pakistan. A total of 90 Vlogs, 30 vlogs of each of the 3 famous vloggers as per the highest number of followers in Pakistan has been selected through Purposive sampling technique to be analyzed from year the 2023, focusing on audience engagement, themes and style. The study in conducted using quantitative content analysis to highlight the no. of vlogs devoted to different themes and style used in comparison to the audience engagement received through likes, views and comments on each vlog. Vlogs can be used to effectively to disseminate information, but the qualitative content analysis conducted through thematic style using coding, proved that the followers are more inclined towards content that is focused on the creator’s personal life events specifically the one’s that include their spouses and children and their friends. This research is significant in understanding the rise in followers and provides an insight into what content is followed by the viewers.