{"id":"https://openalex.org/W4304195660","doi":"https://doi.org/10.1145/3555174","title":"Characterizing Alternative Monetization Strategies on YouTube","display_name":"Characterizing Alternative Monetization Strategies on YouTube","publication_year":2022,"publication_date":"2022-11-07","ids":{"openalex":"https://openalex.org/W4304195660","doi":"https://doi.org/10.1145/3555174"},"language":"en","primary_location":{"id":"doi:10.1145/3555174","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3555174","pdf_url":null,"source":{"id":"https://openalex.org/S4210183893","display_name":"Proceedings of the ACM on Human-Computer Interaction","issn_l":"2573-0142","issn":["2573-0142"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319798","host_organization_name":"Association for Computing Machinery","host_organization_lineage":["https://openalex.org/P4310319798"],"host_organization_lineage_names":["Association for Computing Machinery"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the ACM on Human-Computer Interaction","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5018713931","display_name":"Yiqing Hua","orcid":"https://orcid.org/0000-0002-4014-4928"},"institutions":[{"id":"https://openalex.org/I205783295","display_name":"Cornell University","ror":"https://ror.org/05bnh6r87","country_code":"US","type":"education","lineage":["https://openalex.org/I205783295"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Yiqing Hua","raw_affiliation_strings":["Cornell Tech, New York, NY, USA"],"affiliations":[{"raw_affiliation_string":"Cornell Tech, New York, NY, USA","institution_ids":["https://openalex.org/I205783295"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5011195481","display_name":"Manoel Horta Ribeiro","orcid":"https://orcid.org/0000-0002-6159-9657"},"institutions":[{"id":"https://openalex.org/I5124864","display_name":"\u00c9cole Polytechnique F\u00e9d\u00e9rale de Lausanne","ror":"https://ror.org/02s376052","country_code":"CH","type":"education","lineage":["https://openalex.org/I2799323385","https://openalex.org/I5124864"]}],"countries":["CH"],"is_corresponding":false,"raw_author_name":"Manoel Horta Ribeiro","raw_affiliation_strings":["EPFL, Lausanne, Switzerland"],"affiliations":[{"raw_affiliation_string":"EPFL, Lausanne, Switzerland","institution_ids":["https://openalex.org/I5124864"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5003774887","display_name":"Thomas Ristenpart","orcid":"https://orcid.org/0000-0002-8642-9558"},"institutions":[{"id":"https://openalex.org/I205783295","display_name":"Cornell University","ror":"https://ror.org/05bnh6r87","country_code":"US","type":"education","lineage":["https://openalex.org/I205783295"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Thomas Ristenpart","raw_affiliation_strings":["Cornell Tech, New York, NY, USA"],"affiliations":[{"raw_affiliation_string":"Cornell Tech, New York, NY, USA","institution_ids":["https://openalex.org/I205783295"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5059645286","display_name":"Robert West","orcid":"https://orcid.org/0000-0001-6398-0921"},"institutions":[{"id":"https://openalex.org/I5124864","display_name":"\u00c9cole Polytechnique F\u00e9d\u00e9rale de Lausanne","ror":"https://ror.org/02s376052","country_code":"CH","type":"education","lineage":["https://openalex.org/I2799323385","https://openalex.org/I5124864"]}],"countries":["CH"],"is_corresponding":false,"raw_author_name":"Robert West","raw_affiliation_strings":["EPFL, Lausanne, Switzerland"],"affiliations":[{"raw_affiliation_string":"EPFL, Lausanne, Switzerland","institution_ids":["https://openalex.org/I5124864"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5054248372","display_name":"Mor Naaman","orcid":"https://orcid.org/0000-0002-6436-3877"},"institutions":[{"id":"https://openalex.org/I205783295","display_name":"Cornell University","ror":"https://ror.org/05bnh6r87","country_code":"US","type":"education","lineage":["https://openalex.org/I205783295"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Mor Naaman","raw_affiliation_strings":["Cornell Tech, New York, NY, USA"],"affiliations":[{"raw_affiliation_string":"Cornell Tech, New York, NY, USA","institution_ids":["https://openalex.org/I205783295"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":5,"corresponding_author_ids":["https://openalex.org/A5018713931"],"corresponding_institution_ids":["https://openalex.org/I205783295"],"apc_list":null,"apc_paid":null,"fwci":10.2924,"has_fulltext":false,"cited_by_count":32,"citation_normalized_percentile":{"value":0.98095778,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":90,"max":100},"biblio":{"volume":"6","issue":"CSCW2","first_page":"1","last_page":"30"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9973000288009644,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9973000288009644,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13718","display_name":"Media Influence and Politics","score":0.9922000169754028,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11995","display_name":"FinTech, Crowdfunding, Digital Finance","score":0.9879000186920166,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/monetization","display_name":"Monetization","score":0.9980186223983765},{"id":"https://openalex.org/keywords/leverage","display_name":"Leverage (statistics)","score":0.7150949239730835},{"id":"https://openalex.org/keywords/revenue","display_name":"Revenue","score":0.6240342259407043},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.5643798112869263},{"id":"https://openalex.org/keywords/variety","display_name":"Variety (cybernetics)","score":0.5399970412254333},{"id":"https://openalex.org/keywords/incentive","display_name":"Incentive","score":0.495764821767807},{"id":"https://openalex.org/keywords/set","display_name":"Set (abstract data type)","score":0.47086894512176514},{"id":"https://openalex.org/keywords/data-science","display_name":"Data science","score":0.3613731265068054},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.35789358615875244},{"id":"https://openalex.org/keywords/internet-privacy","display_name":"Internet privacy","score":0.33432114124298096},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.26323285698890686},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.18715879321098328},{"id":"https://openalex.org/keywords/microeconomics","display_name":"Microeconomics","score":0.09577980637550354},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.08451229333877563}],"concepts":[{"id":"https://openalex.org/C2780602052","wikidata":"https://www.wikidata.org/wiki/Q289845","display_name":"Monetization","level":2,"score":0.9980186223983765},{"id":"https://openalex.org/C153083717","wikidata":"https://www.wikidata.org/wiki/Q6535263","display_name":"Leverage (statistics)","level":2,"score":0.7150949239730835},{"id":"https://openalex.org/C195487862","wikidata":"https://www.wikidata.org/wiki/Q850210","display_name":"Revenue","level":2,"score":0.6240342259407043},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5643798112869263},{"id":"https://openalex.org/C136197465","wikidata":"https://www.wikidata.org/wiki/Q1729295","display_name":"Variety (cybernetics)","level":2,"score":0.5399970412254333},{"id":"https://openalex.org/C29122968","wikidata":"https://www.wikidata.org/wiki/Q1414816","display_name":"Incentive","level":2,"score":0.495764821767807},{"id":"https://openalex.org/C177264268","wikidata":"https://www.wikidata.org/wiki/Q1514741","display_name":"Set (abstract data type)","level":2,"score":0.47086894512176514},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.3613731265068054},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.35789358615875244},{"id":"https://openalex.org/C108827166","wikidata":"https://www.wikidata.org/wiki/Q175975","display_name":"Internet privacy","level":1,"score":0.33432114124298096},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.26323285698890686},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.18715879321098328},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.09577980637550354},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.08451229333877563},{"id":"https://openalex.org/C139719470","wikidata":"https://www.wikidata.org/wiki/Q39680","display_name":"Macroeconomics","level":1,"score":0.0},{"id":"https://openalex.org/C121955636","wikidata":"https://www.wikidata.org/wiki/Q4116214","display_name":"Accounting","level":1,"score":0.0},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/3555174","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3555174","pdf_url":null,"source":{"id":"https://openalex.org/S4210183893","display_name":"Proceedings of the ACM on Human-Computer Interaction","issn_l":"2573-0142","issn":["2573-0142"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319798","host_organization_name":"Association for Computing Machinery","host_organization_lineage":["https://openalex.org/P4310319798"],"host_organization_lineage_names":["Association for Computing Machinery"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the ACM on Human-Computer Interaction","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[{"id":"https://openalex.org/G8824182280","display_name":null,"funder_award_id":"aTC-2120651","funder_id":"https://openalex.org/F4320306076","funder_display_name":"National Science Foundation"}],"funders":[{"id":"https://openalex.org/F4320306076","display_name":"National Science Foundation","ror":"https://ror.org/021nxhr62"}],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":22,"referenced_works":["https://openalex.org/W1967916139","https://openalex.org/W2256885403","https://openalex.org/W2279639683","https://openalex.org/W2335886414","https://openalex.org/W2501145764","https://openalex.org/W2535163083","https://openalex.org/W2782569902","https://openalex.org/W2784178595","https://openalex.org/W2922335598","https://openalex.org/W2990377266","https://openalex.org/W2991138171","https://openalex.org/W3001221685","https://openalex.org/W3004928213","https://openalex.org/W3017863658","https://openalex.org/W3036998917","https://openalex.org/W3048277059","https://openalex.org/W3094101919","https://openalex.org/W3121769056","https://openalex.org/W3136899467","https://openalex.org/W3174736518","https://openalex.org/W4289328458","https://openalex.org/W6770637198"],"related_works":["https://openalex.org/W4296873905","https://openalex.org/W4312342191","https://openalex.org/W2990215692","https://openalex.org/W2520281795","https://openalex.org/W2956015248","https://openalex.org/W4323565542","https://openalex.org/W4297808986","https://openalex.org/W72090","https://openalex.org/W3092408833","https://openalex.org/W4240504770"],"abstract_inverted_index":{"One":[0],"of":[1,6,43,66,73,93,102,113,118,133,140,190,202,215,239],"the":[2,7,13,28,37,91,100,131,159,213,237,240],"key":[3],"emerging":[4],"roles":[5],"YouTube":[8,64],"platform":[9,38],"is":[10,105],"providing":[11],"creators":[12,35],"ability":[14],"to":[15,39,81,89],"generate":[16],"revenue":[17,152],"from":[18,33,219],"their":[19,83],"content":[20,176,218,244],"and":[21,54,77,107,143,145,174],"interactions.":[22],"Alongside":[23],"tools":[24],"provided":[25],"directly":[26],"by":[27],"platform,":[29],"such":[30,122,191],"as":[31,209],"revenue-sharing":[32],"advertising,":[34],"co-opt":[36],"use":[40,101],"a":[41,61,71,78,186,197,210],"variety":[42],"off-platform":[44],"monetization":[45,58,75,104,180,223],"opportunities.":[46],"In":[47],"this":[48,229],"work,":[49],"we":[50,69,97,128,162],"focus":[51],"on":[52,158,246],"studying":[53],"characterizing":[55],"these":[56,94,134,150],"alternative":[57,74,151,179],"strategies.":[59,95],"Leveraging":[60],"large":[62],"longitudinal":[63],"dataset":[65],"popular":[67],"creators,":[68],"develop":[70],"taxonomy":[72],"strategies":[76,135,192],"simple":[79],"methodology":[80],"detect":[82],"usage":[84],"automatically.":[85],"We":[86],"then":[87],"proceed":[88],"characterize":[90],"adoption":[92,132],"First,":[96],"find":[98],"that":[99,130,146,148,170,183],"external":[103],"expansive":[106],"increasingly":[108],"prevalent,":[109],"used":[110],"in":[111],"18%":[112],"all":[114],"videos,":[115],"with":[116],"61%":[117],"channels":[119,139,147,167],"using":[120],"one":[121],"strategy":[123],"at":[124],"least":[125],"once.":[126],"Second,":[127],"show":[129],"varies":[136],"substantially":[137],"among":[138],"different":[141],"kinds":[142],"popularity,":[144],"establish":[149],"streams":[153],"often":[154,195],"become":[155],"more":[156,187,194],"productive":[157],"platform.":[160],"Lastly,":[161],"investigate":[163],"how":[164],"potentially":[165],"problematic":[166],"--":[168,177],"those":[169],"produce":[171],"Alt-lite,":[172],"Alt-right,":[173],"Manosphere":[175],"leverage":[178],"strategies,":[181],"finding":[182,205],"they":[184],"employ":[185],"diverse":[188],"set":[189,201],"significantly":[193],"than":[196],"carefully":[198],"chosen":[199],"comparison":[200],"channels.":[203],"This":[204],"complicates":[206],"YouTube's":[207],"role":[208],"gatekeeper,":[211],"since":[212],"practice":[214],"excluding":[216],"policy-violating":[217],"its":[220],"native":[221],"on-platform":[222],"may":[224],"not":[225],"be":[226],"effective.":[227],"Overall,":[228],"work":[230],"provides":[231],"an":[232],"important":[233],"step":[234],"toward":[235],"broadening":[236],"understanding":[238],"monetary":[241],"incentives":[242],"behind":[243],"creation":[245],"YouTube.":[247]},"counts_by_year":[{"year":2026,"cited_by_count":6},{"year":2025,"cited_by_count":11},{"year":2024,"cited_by_count":5},{"year":2023,"cited_by_count":9},{"year":2022,"cited_by_count":1}],"updated_date":"2026-04-15T08:11:43.952461","created_date":"2025-10-10T00:00:00"}
