Understanding Popularity Dynamics for YouTube Videos: An Interpretive Structural Modelling based Approach

The quality of any video defines its agility and its life cycle in dynamic environment. A video on any video sharing platform is not just a video for the uploader or platform; it is a source of revenue for them. Thereby it became imperative for the uploader to cater to maximum number of viewers. The number of view-counts shows the popularity of the video as well as gives us the estimation of the revenue generated by the video. The overall likeliness towards a video is based upon many attributes of the videos. This study deals with the understanding and interpretation of the contextual relationship of the attributes under consideration. With data collected with respect to YouTube the interconnection among the impactful parameters has been analyzed using Interpretive Structure Modelling (ISM).