earticle

영어

YouTube has been gaining popularity all around the world. A lot of companies have created their own YouTube channels to leverage them in diverse ways; they upload commercial videos, show people user reviews, and conduct promotions with their products. Sports clubs are no exception; they upload diverse videos to gain popularity and to interact with their fans. This study analyzes how the English Premier League (EPL) clubs leverage their YouTube channel as soccer (football in European nations) players. YouTube activities of 20 clubs during the 2019/2020 Season are investigated. After careful consideration, we decide to examine two factors of the respective channel of the YouTube: 1) Popularity (the number of views and subscribers) 2) Contents of videos (e.g. interviews and highlight scenes). The study followingly inspects the benefits of utilizing YouTube channels and of direct communication between sports clubs and fans in online settings.