YouTube Channel Digital Vidya Kendra: Factors Influencing Revenue Generation

The YouTube channel Digital Vidya Kendra (DVK) was launched by J. Singh in 2011 with a mission to develop future managers and researchers. However, the company soon encountered hurdles in its goal to fulfill its mission. DVK maintained a high level of quality in the content of its videos, but increasing the number of subscribers proved difficult. By November 2019, DVK had registered only 500 subscribers—half the minimum number needed to start earning money on YouTube. Its unique videos helped it to gain viewership from scholars, researchers, and academics. However, despite a potential for rapid global growth, DVK’s growth rate started dropping in 2020. Something needed to be done to save the company; therefore, Singh tasked his digital marketing team to conduct surveys and research, using 67 of the company’s videos, to investigate the issues and problems that had arisen. The DVK research team had to determine what information the numbers were revealing, what factors were affecting DVK’s performance, what demographics were affecting business performance, and how cost effective Google Ads were in terms of user traffic, revenue, and hours watched.

This case is suitable for statistical analysis courses at the undergraduate, graduate, and executive master of business administration levels. The primary purpose of this case is to introduce the fundamentals of SPSS, parametric and non-parametric tests, and situation analysis in R and SPSS software. To help students overcome a general fear of numbers, the case uses a YouTube channel as its example. Using YouTube, the most popular digital video platform in the world, should help students analyze data and develop insights about the information that can be extracted from numbers. After working through the case and assignment questions, students will be able to do the following:<ul><li>Use R and SPSS software to identify variables and factors that can affect revenue generation.</li><li>Become familiar with the use of parametric and non-parametric tests for cross-tabulation, regression analysis, various t-tests, and analysis of variance.</li><li>Determine why parametric tests may be preferred over non-parametric tests.</li><li>Discuss the importance of research objectives before collecting data.</li><li>Analyze different sources of error in research.</li></ul>

• R-software
• YouTube