The Effects of 360-Degree VR Videos on Audience Engagement: Evidence from the New York Times

This study examines the current application of 360-degree VR videos in the news industry. Both the advantages and challenges of 360-degree VR videos in enhancing audience experiences and engagement are discussed. To better understand the effects of immersive technology on audience engagement, this study selects the case of The New York Times (NYT). Data were crawled from 598 videos on the NYT YouTube account for analyses. The results showed that 360-degree VR videos generally performed worse than non-VR videos in enhancing audience engagement. An interaction effect was found between video format (360-degree VR or non-VR) and content genres.

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