Vol. 13 No. 2 (2025): Business & Management Studies: An International Journal
Articles

Measuring motives for YouTube video consumption: An updated uses and gratifications scale and the impact of past view counts on users' viewing decisions

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  • Emine Çiğdem Canatan,
  • Ayşegül Toker ,
  • Ali Çoşkun
Emine Çiğdem Canatan
PhD, Boğaziçi University, İstanbul, Turkey
Bio
Ayşegül Toker
Prof. Dr., Sabancı University, İstanbul, Turkey
Bio
Ali Çoşkun
3Assoc. Prof. Dr., Boğaziçi University, Istanbul, Turkey
Bio

Published 2025-06-25

Keywords

  • Digital Media Consumption, Uses and Gratifications Theory, Social Interaction and Media
  • Dijital Medya Tüketimi, Kullanımlar ve Doyumlar Teorisi, Sosyal Etkileşim ve Medya

How to Cite

Measuring motives for YouTube video consumption: An updated uses and gratifications scale and the impact of past view counts on users’ viewing decisions. (2025). Business & Management Studies: An International Journal, 13(2), 456-477. https://doi.org/10.15295/bmij.v13i2.2480

Copyright (c) 2025 Emine Çiğdem Canatan- Ayşegül Toker - Ali Çoşkun

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Measuring motives for YouTube video consumption: An updated uses and gratifications scale and the impact of past view counts on users’ viewing decisions. (2025). Business & Management Studies: An International Journal, 13(2), 456-477. https://doi.org/10.15295/bmij.v13i2.2480

Abstract

This study investigates the motivations behind YouTube usage among Turkish-speaking users. Based on the Uses and Gratifications Theory, a scale was developed from focus group findings and an extensive literature review. The survey, conducted with 105 participants, identified four primary motivations: (1) Convenient Entertainment, (2) Convenient Information Seeking, (3) Content Control and Social Interaction, and (4) Escapism, Loneliness, and Telepresence. Entertainment emerged as the most potent motivator, while the influence of social and emotional factors was found to be lower, and video view counts had a limited impact on viewing preferences. This study confirms that established motivations broadly apply to Turkish-speaking users and identifies Content Control and Social Interaction as a dimension, highlighting the significance of users' agency in content selection within this demographic. Additionally, it reveals telepresence as a unique sub-dimension within the Realm of Escapism. The findings emphasise that content control and immersive experiences play a key role in this demographic. By uncovering these dynamics, the study provides a more refined and comprehensive understanding of the factors influencing YouTube viewing behaviour overall.

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