ENTERTAINMENT CONTENT OF THE YOUTUBE CHANNEL IN WAR'S CONDITIONS: PROSPECTS AND EXPEDIENCY
Abstract
The article analyzes the impact of entertainment content on the psychology of citizens of a country at war. The challenges the authors of Ukrainian YouTube channels face are described, and the trends that should be followed to be heard are listed. The article emphasizes the adaptation of video content to the unfavorable conditions that have developed in our country and the importance of developing the Ukrainian-language segment on the YouTube platform.
The authors analyzed the content of the most popular YouTube channels based on the number of subscribers and views. By the beginning of 2024, there were 4.2 thousand YouTube channels in the Ukrainian segment of the YouTube space, which have more than 50 thousand views per month. A significant number of channels are based on entertainment content.
The article examines the prospects and expediency of producing entertainment content during the war. The authors emphasize that the war has created new challenges and opportunities for authors. At the beginning of 2022, authors had to change the subject of their videos, adapting to the realities of the time. However, in the third year of the full-scale war, the market stabilized, and now there is a clear trend toward an increase in the amount of entertainment content and its popularity in general. In any case, there are currently two ways to adapt entertainment content to war conditions. The first is to appropriately supplement such videos with an educational component, telling viewers about culture, language, or history. The second is to raise funds for the needs of the army. These methods allow authors to create high-quality, interesting entertainment content that the audience will positively perceive and support.
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