YouTube und Fernsehen: Konkurrenz oder Ergänzung? Eine mehrstufige, vergleichende Analyse aus Nutzersicht unter besonderer Berücksichtigung der Digital Natives

Are Internet services like YouTube replacing established media such as television? To answer this question, the author develops an integrated approach based on existing theories of different disciplines, and empirically examines whether television and YouTube are in a complementary or a competitive relationship. The model introduced in this volume combines approaches from communication studies, diffusion research, economics and evolutionary biology. It is applied on YouTube and television in an empirical study which was conducted as an online survey with more than 2,000 participants. The survey provides important insights into YouTube and television consumption and into the motives for and costs of YouTube and television use, with particular focus on "digital natives."