A STUDY ON CONTENT CREATOR COMPETENCIES INFLUENCING YOUTUBE CHANNEL LOYALTY AND VIEWING SATISFACTION

YouTube, as a leading platform for video-sharing, has been instrumental in the rise of content creators, including amateur users who have become influential and full-time content creators. To become an influential content creator (ICC), one must possess the necessary competencies. We aim to identify the competencies that affect viewing satisfaction and channel loyalty. Using a mixed-methods approach, we conducted exploratory and confirmatory analyses of highly influential YouTube channels. Three types of ICC competency factors were observed: planning, interaction, and production. The findings provide practical insights into strategies for ICCs to sustain their channels and improve their content as well as guidance for content creators interested in building and increasing channel loyalty and viewing satisfaction.