Related Experiment Video
Updated: Feb 22, 2026

Loneliness Assuaged: Eye-Tracking an Audience Watching Barrage Videos
Published on: May 29, 2020
Social media addiction: What is the role of content in YouTube?
Janarthanan Balakrishnan1, Mark D Griffiths2
11 Thiagarajar School of Management , Madurai, India.
Abstract:
Background YouTube, the online video creation and sharing site, supports both video content viewing and content creation activities. For a minority of people, the time spent engaging with YouTube can be excessive and potentially problematic. Method This study analyzed the relationship between content viewing, content creation, and YouTube addiction in a survey of 410 Indian-student YouTube users. It also examined the influence of content, social, technology, and process gratifications on user inclination toward YouTube content viewing and content creation. Results The results demonstrated that content creation in YouTube had a closer relationship with YouTube addiction than content viewing. Furthermore, social gratification was found to have a significant influence on both types of YouTube activities, whereas technology gratification did not significantly influence them. Among all perceived gratifications, content gratification had the highest relationship coefficient value with YouTube content creation inclination. The model fit and variance extracted by the endogenous constructs were good, which further validated the results of the analysis. Conclusion The study facilitates new ways to explore user gratification in using YouTube and how the channel responds to it.
Related Concept Videos
Social Traps
Social Scripts
Social Exchange Theory
Social Exchange Theory
Social Proof
Social Loafing

