Analisis Perbandingan Engagement antara YouTube Shorts dan Video Reguler di Lima Kategori Konten

Studi Kuantitatif Berbasis YouTube Data API v3

  • Darren Anderton Liemanto Universitas Pradita
  • Kenanya Otniel Suhardi Universitas Pradita, Kabupaten Tangerang
  • Munaa Raudhatul Jannah Universitas Pradita, Kabupaten Tangerang
  • Nanda Putri Salis Muspiroh Universitas Pradita, Kabupaten Tangerang
  • Rido Dwi Kurniawan Universitas Pradita, Kabupaten Tangerang
  • Muhammad Masri Sari Universitas Pradita, Kabupaten Tangerang
Keywords: Data ETL, Data Warehouse, YouTube Shorts, Regular YouTube Videos, User Engagement, Regression Analysis

Abstract

The emergence of short-form videos such as YouTube Shorts has significantly transformed the landscape of digital content consumption. This study compares engagement levels between YouTube Shorts and long-form videos across five content categories: Education, Science & Technology, Music, Gaming, and Sports. Data were collected through the YouTube Data API v3, comprising 1,924 public videos. Quantitative analyses were conducted using the Mann–Whitney U test and log-linear regression with robust standard errors. The results show that Shorts achieve considerably higher reach (views) than long-form videos but generate lower engagement rates. The effectiveness of both types also varies by content category;  Shorts outperform in Gaming and Science & Technology, while long-form videos perform better in Education, Music, and Sports. These findings highlight a trade-off between audience reach and interaction depth, emphasizing the importance of video type strategies aligned with content characteristics.

Published
2025-12-22
Issue
Vol. 9 No. 3 (2025): IKRAITH-TEKNOLOGI Vol 9 No 3 November 2025
Section
Articles